wise heritage

Reaching clinical excellence in Malaysia

EMS presents: Wise Heritage

Please describe the organization of your group – which branches of dentistry/medicine do you focus on? How many employees? What is the history of your company? How long have you been doing EMS?

Wise Heritage Sdn Bhd was established in 1996 and on August 2013 we started a large restructuring in the management of our company to provide a better and more efficient customer service. In early 2014 we were certified by the British Standards Institution (BSI) and obtained the Good Distribution Practice for Medication Devices (GDPMD) certification. We have about 4 Employees and we have been selling EMS products for almost 20 years now.

What challenges do you face in your country? How have you overcome them?

The challenges we face are mostly cheap competition from China or OEM brands. So we have been positioning EMS products as a premium brand in a niche market segment to differentiate ourselves from the value tiers and lower quality OEM brands.

Is there any innovative promotion/ marketing activity related to EMS products in the past year that you were really happy with?

Yes, especially the package promotions and targeted offers during the local and international conferences, those help us to increase sales.

How do you see the Guided Biofilm Therapy (GBT) in your country? How do you use it in your country and how is this concept supporting your daily business?

It is truly a new concept and a different approach when we compare it to the more conventional, not to say conservative, approach to prophylaxis procedures. It helps to increase awareness and change the approach of dental practitioners today thanks to the greater patient comfort that the Airflow PLUS powder brings, something that no other competing brand has. The GBT is a real added value to the Airflow’s educational and marketing activities.

Tell us your opinion about the Swiss Dental Academy?

It is quite an useful educational program for us.

How do you see the future of dentistry in your country over the next 3-5 years?

In the next 3-5 years, dentistry in Malaysia will be much more challenging due to an oversupply of dentists . It can be a tough market, because unlike the well-established dental practice groups, most of the young graduate dentists will be looking for basic or ‘budget’ devices. However, there has been positive signs of recovery in the healthcare industry lately, provided the Malaysian economy gets back on track and reduces the RM 1 trillion in national debt. So we will see what the new government can do before the next general election.