The landscape of the dental industry is evolving as the needs of customers change and digital technology becomes more embedded in the practice. To meet the challenges of this new marketplace and be a truly transformative company, some changes were necessary. This informative poster helps to explain the new Dental Product Groups as well as the changes in geography for the Regional Commercial Organizations.
Dental Product Groups
Chief Segment Officer
Bill Newell
The Dental Product Groups are responsible for the overall direction and strategy for products, including marketing, product development and clinical affairs. By aligning similar SBUs, the new structure helps to achieve a more unified product strategy and focus efforts on fewer, but more impactful innovations. This accelerates growth and decreases costs.
Regional Commercial Organizations (RCOs)
Chief Commercial Officer
Walter Petersohn
The total number of Regional Commercial Organizations is increasing from three to seven. A more regionally-focused structure will better serve the customer. Countries with high cultural proximity and business similarities are thereby organized into a common RCO.
RCOs are responsible for translating the marketing strategies of the Dental Product Groups into local plans of action and delivering on them. They are also tasked with sales force execution, and managing local Key Opinion Leader and clinical education activities.
Regional Growth Leaders (RGLs)
Regional Growth Leaders within the Dental Product Groups are responsible for driving product adoption in specific markets throughout the world and collaborating with the RCOs to focus efforts locally on the customer.
Regional Growth Managers (RGMs)
Regional Growth Managers acting within the RCO will report to the Regional Growth Leaders in the Dental Product Groups and ensure that products meet the specific needs of the customer in each regional market.