SuStainability - 2012 - Straumann

operational reviewSustainability 63’using a direct sales model enables usto build relationships with individual customersand to add significant value.‘Weights of PERCEPtion AttRIBUtes (13 countRIES)PricePortfolio& innovationEducationProduct &performanceService &practice supportSource: Straumann internal Perception Pulse Study with MillenniumResearch Group, 2011. Country reports from Canada, China, France,Germany, Italy, Japan, Netherlands, Spain, South Korea, Sweden,Switzerland, UK, USA.practices and the opportunity to participate in seminars,congresses, and other special events.One key way that we gather information to help us meetour customers’ expectations is through our participation indental conferences and meetings where opinion leadersgather to share ideas and best practices. In 2011, we showcasedour solutions at more than 20 large trade eventsaround the world, attended by more than half a millionvisitors, including many current and potential customers.Surveys help us understand our customers and our progresstoward meeting their expectations. In 2011, we extendedour survey portfolio with benchmarking studies in Italy,Switzerland, Sweden, Norway, Denmark, the Netherlands,Belgium, the UK, Austria, Spain, and France. This generatedmore than 1000 single point contacts, 3000 referral interviews,and 15 000 patient feedbacks.‘Brand Advocacy Score’, in which Straumann was rankedhighest overall by current and former users of our products.In 2011, a ‘Net Promoter Score’ project, which providesrapid, direct feedback, was rolled out to five countries afteran initial pilot project in Germany.OUR COMMITMENT TO PRODUCT QUALITYAND RESPONSIBILITYOur commitment to truthful and accurate marketing materialsand communications is undiminished. Much of thescientific information used to endorse our products is peerreviewed,and we have robust processes and guidelines inplace to check that our marketing materials are ethical andaccurate.In 2011, there were no reported relevant incidents of noncompliancein our Global Sales Compliance program, whichwas developed in 2009 to ensure that regulations regardingthe sale of our products and services are met.OUTLOOKOne of our key priorities in 2012 will be to complete our reorganization,expand our CRM system and support it withstate-of-the-art tools, including tablet-based technology.We will explore various new media and communicationchannels in order to expand and develop customer relationshipswherever possible. We will continue to invest incustomer surveys and focus groups, further enhance andimprove our educational programs, and strengthen ourprofessional networks.We also continued our ‘Perception Pulse’ studies, and includedChina for the first time. One key outcome was theReferences/footnotes1 2011 Health Media Award for Patient Communication.