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Currently fully immersed in an internationalization process of its products and services, AVINENT has set its sights on the Asia-Pacific region as one of the main areas for future growth. The company trades in the area through Portland Biotechnical Co. Ltd., headquartered in Taiwan and dedicated to the distribution of high quality medical instruments and biotechnology materials for dental surgery.
Taiwan was in fact the very first territory in which AVINENT began its worldwide expansion. “We met representatives from Portland Biotechnical at the International Dental Show (IDS) in Cologne in 2007 and they immediately expressed an interest in our work,” explains Xavier Boadas, AVINENT’s Export & International Business Manager. As a result of this meeting, AVINENT achieved Asian market penetration between 2008 and 2009. According to Mr. Ben Goren, Vice-General Manager of Portland Biotechnical Co. Ltd.: “AVINENT was introduced as a high quality European brand at a competitive price.” Goren also notes: “Its implant systems were initially introduced to a small cohort of practitioners and surgeons in central Taiwan and we began advertising its products through word-of-mouth and ads in exhibitions.”
AVINENT is becoming an increasingly well-known brand in Taiwan. According to Goren: “AVINENT has gained a reputation that is based on very remarkable trust in the area in recent times. The company has gradually managed to become highly visible within an extremely competitive environment.”
Waiting for the latest: Biomimetic PEARL and 6 mm OCEAN CC
AVINENT’s most successful products in the Asia-Pacific region to date are the CORAL and OCEAN implant systems. However, as Xavier Boadas points out: “The new Biomimetic PEARL mini implant and new 6 mm diameter of the OCEAN system have both attracted great interest.”
According to Mr. Ben Goren: “Our goal in the near future is to obtain a market share of close to 10%, which would help us to make the claim that AVINENT is a fully recognized and successful brand in the region.” Following along this line, Goren also states: “We believe that these two new products can attract a lot of interest and excitement, thereby helping us reach the level of visibility that we want.”
Ongoing advice is the key
Can a company operate with full normality and guarantees in a region that is located on the other side of the globe? According to AVINENT, this is indeed feasible as long as you have a professional online service team dedicated to solving issues that may arise at any time. This is the case with AVINENT and its permanent technical and commercial advice can adapt to the demands and requirements of its customers in a fully personalized manner despite the great geographical distance. “This has largely been the key to our international growth,” claims Xavier Boadas.
Also of paramount importance for the company are transparency and a willingness to establish a cordial relationship with its customers. AVINENT’s open-door corporate policy is in fact present in the many visits it organizes to its headquarters in Barcelona. The excellent relationship between the company and practitioners in the Asia-Pacific region has meant that they have visited AVINENT’s facilities on countless occasions.
AVINENT is confronting the next few years full of new challenges. Its 100% digital workflow solution is already a reality and the company now wants to make it accessible throughout the globe. You can only achieve something if you aim for it and AVINENT is confronting its future full of optimism.