HuFriedyGroup hosts virtual brand introduction
FRANKFURT, Germany: HuFriedyGroup recently held a digital kick-off event to officially launch the new brand to over 400 distributor partners throughout Europe, the Middle East and Africa. At the event, Andrew Xilas was also formally introduced as the president of HuFriedyGroup with effect from 1 January 2021.
As the dental division of Cantel Medical, HuFriedyGroup is the result of a careful brand integration process, bringing together Crosstex, Omnia, Accutron, SPSmedical, Palmero Healthcare, J & J Instruments and Hu-Friedy, following the acquisition of Hu-Friedy by Cantel Medical in late 2019. Cantel Medical acquired Hu-Friedy in order to provide the dental industry with a “Complete Circle of Protection”, and the HuFriedyGroup brand represents the culmination of those efforts by combining all product and service offerings under one roof.
At the recent digital event, distribution partners were provided the opportunity to meet members of the HuFriedyGroup and Cantel Medical executive teams virtually through a talk show format, in addition to attending two keynote speaker sessions focused on the future state of the dental industry post-COVID-19.
Keynote speaker Dr Tali Fabian Chackartchi, from the Department of Periodontology at the Hebrew University—Hadassah School of Dental Medicine in Israel, provided an overview of the challenges of practising during a pandemic from the dentist’s point of view. Dr Bernd Schmitt, Robert D. Calkins Professor of International Business at the Center on Global Brand Leadership at Columbia Business School in the US, discussed customer behaviour changes in 2021 and beyond.
Fabio Molinaro, vice president and commercial managing director of HuFriedyGroup in Europe, the Middle East and Africa, remarked: “As the new HuFriedyGroup, we are uniquely positioned through our expertise on products and solutions to emerge as an essential global partner in the area of infection prevention within the dental community. Holding this event digitally provided us with an opportunity to present the new brand, vision, and strategy behind HuFriedyGroup to our EMEA distribution partners, while maintaining social responsibility during the current pandemic.”
Xilas added, “Our mission is to provide unique solutions that will enable dental professionals to improve clinical outcomes, reduce risk, drive compliance, and enhance patient and staff safety. We are thrilled about our ability to combine our product portfolios, services, and communities to provide a ‘Complete Circle of Protection’ approach for both our partners and customers.”