Dental Asia March/April 2022

DENTAL UPDATES
Partnership between Bien-Air Dental and Midmark to provide more complete
operatory ecosystem
Bien-Air Dental and Midmark have announced
a partnership that combines the two
companies’ dental technology into a simple,
easy-to-use delivery care solution.
Dental clinicians are exposed to health and
safety risks on the job every day. Midmark
and Bien-Air are working together to enhance
safety, optimise ergonomics and improve both
clinician and patient experiences. They will be
integrating Bien-Air’s latest electric handpiece
solutions into Midmark’s dental delivery
equipment for a more complete operatory
ecosystem.
Now, dental clinicians can select Midmark’s
Procenter and Elevance delivery units with
Bien-Air’s newest micromotor and contra-angle
handpieces for an operatory-ready solution.
The solution simplifies workflow for a
broad range of clinical procedures, provides
ergonomic balance, lighter weight and smaller
size for less strain, enable access to oral cavity,
and reduce the risk of patient burn and crosscontamination.
“Midmark is constantly looking for ways to help
design better care in the clinical environment,
which is what makes this partnership so
exciting,” said Jon Wells, president and CEO
for Midmark. “We are thrilled to be joining
forces with another industry-leading company
like ours that shares our strategic vision. Our
collaboration reflects the emphasis both of our
companies place on improving the lives and
livelihoods of each dental team we serve and
improving the experience at the point of care.”
Edgar Schönbächler, CEO, Bien-Air Dental, also
commented: “For more than 60 years, Bien-
Air has been leading the way in electric motor
systems for dental and surgical applications.
Reliability and efficiency, typical Swiss values,
have always guided our company. We are
excited about this new step in our longterm
partnership with Midmark. The seamless
integration of our products is the result of a
common understanding of the practitioner’s needs,
helping to improve clinical efficiency and the
patient’s journey.”
As part of this new partnership, Midmark is also
offering Bien-Air’s Lubricare 2 handpiece care and
maintenance system for automatically cleaning
and lubricating handpieces. This maintenance
system integrates into the instrument processing
workflow and is compatible with handpieces from
a variety of manufacturers. ■
Ivoclar Group launches new logo and visual identity
The Ivoclar Group has launched a new visual
identity to align with their goals of becoming
more customer-oriented.
In 2021, Ivoclar set new accents with targeted
activities that are more strongly focused on
the needs of the customer. In order to visually
underline the new departure into a customeroriented,
modern and innovative age, Ivoclar
is starting 2022 with a new appearance and
an adapted logo.
Their most important change is the
"Vivadent" in the brand name and logo has
been dropped, as have some additional visual
elements, so that in the future, the company's
focus on the essentials will also be reflected
in the logo.
The reduction to the essentials, a lifestyleoriented,
emotional visual language that puts
people in the foreground contributes to the
company’s mission of "Making People Smile".
At Ivoclar, the external understanding of
the brand rests on three supporting pillars:
partnership and customer, innovation and
technology, and family and friends.
With its focus on putting people, partners and
customers at the centre of its activities, Ivoclar
underpins its claim to make the workflows in
the daily work of dental technicians and dentists
easier and more efficient, and likewise to make
the patient experience as pleasant and personal
as possible.
The brand image is and remains a first point
of contact with the company, which is why
Ivoclar believes it is important that the brand's
appearance also serves the function of a
mission statement and reflects the innovative
strength that is lived out.
"With our long-standing tradition, our pioneering
achievements and our constant innovation,
we can rely on a strong corporate brand as a
Ivoclar’s new logo, which is more minimalistic,
and dropped the “Vivadent” in its previous logo
foundation,” explained Diego Gabathuler, CEO of
the Ivoclar Group. "Nevertheless, I am convinced
that there is still a lot of unused potential for
us here, which we want to fully exploit in the
future. A clearly structured positioning, which
is also expressed in the visual appearance, is
particularly important with regard to a futureoriented
alignment of the company, which leads
to the innovation that places our customers and
their patients at the centre of our actions and
activities.”
The new Ivoclar logo and corporate design will
be used globally in all communication channels
from now on — where this has not yet been
incorporated — and will also be gradually applied
to brochures and other printed collateral. ■
12 DENTAL ASIA MARCH / APRIL 2022