Straumann strengthens orthodontic and digital transformation

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Straumann Group strengthens emphasis on orthodontics and digital transformation

Since the beginning of this year, Dirk Reznik has been head of the digital business unit and a member of the executive management board at Straumann. (Image: Straumann)

By Straumann

Mon. 20. January 2020


BASEL, Switzerland: The Straumann Group is introducing two organisational changes to support the development of its fast-growing orthodontics and digital businesses and to drive digital transformation across the group. The size, scope, reach, complexity, potential and strategic importance of its orthodontics and digital businesses have increased to the extent that it is necessary to divide them into individual global business units to maintain clarity and focus. At the same time, information technology and data management (ITDM), which relate to almost every activity at the Straumann Group, have also increased in each of these respects.

To manage the expansion and digital transformation, in addition to embracing new technologies like artificial intelligence, the group is creating a dedicated global unit for ITDM, which until now has been incorporated in finance. As well as embracing new technologies, one of the unit’s main goals will be to maximise the business value of data management.

Peter Zihla has been appointed chief information and data officer with responsibility for the new ITDM unit. In his previous position, he was a driving force in building the group’s digital and orthodontic businesses. Under his leadership, the combined business unit grew strongly and achieved significant milestones, including the international expansion of ClearCorrect, strategic partnerships with leading scanner companies, and entry into thermoplastic and polymer production for clear aligners and 3D printing. His vision, technical expertise and deep understanding of the group’s businesses, organisation, systems and interfaces position him uniquely for this new role.

The group’s new digital business unit includes intra-oral and laboratory scanners, centralised CAD/CAM prostheses, milling equipment, 3D printers and materials, prosthetic design and guided surgery software, as well as planning services. The business unit has exciting growth prospects as dentistry becomes increasingly digital. To drive its expansion, Dirk Reznik, an experienced executive with a proven international track record in electronic consumer products and digital ecosystems, joined Straumann on 1 January 2020 as head of the digital business unit and a member of the executive management board.

Reznik comes from the German Vorwerk Group and has been based at Vorwerk International in Switzerland for the past nine years as worldwide head of its largest division, Thermomix. Renowned for its innovative multifunctional culinary devices and digital ecosystem, Thermomix generates sales of more than €1.1 billion with a team of 4,700 employees and 44,000 independent sales advisers in more than 50 countries. Its success has been driven by customer centricity and the ability to innovate, produce and commercialise reliable high-quality innovative solutions that depend on integrated digital technology. Reznik began his career at Vorwerk in 1993 and progressed through positions of increasing responsibility in marketing, business development, country management and divisional leadership. During his tenure as CEO of Thermomix, the business nearly tripled its revenue. Aged 53, he is a German national and holds a degree in business administration from Paderborn University.

The Straumann Group’s new orthodontics business unit includes the ClearCorrect and Smyletec clear aligner brands in addition to the recently acquired Bay Materials thermoplastics business. With ClearCorrect entering new markets, the group is rapidly building up sales, distribution and production infrastructure. In view of the significant potential and strategic importance of this business, the group has announced the appointment of Camilla Finzi as head of the orthodontics business unit and a member of the executive management board. She joins Straumann from Alcon, the largest eye-care device company in the world. Finzi is Brazilian and holds a bachelors’ degree in economics from the Fundação Armando Álvares Penteado University in São Paulo. She also has an MBA from Fundação Dom Cabral Business School and completed an Executive Education program at Harvard University.

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