Le lancement de la solution Axiom en 2009 marque l’entrée® d’Anthogyr dans l’implantologie haut de gamme. The launch of the Axiom solution in 2009 saw the emergence® of Anthogyr at the high end of the implantology market. 2006 THE GREAT IMPLANTOLOGY TURNING POINT Éric Genève became General Manager of Mont Blanc series of contra-angles in 2005,® Anthogyr in 2008 and president in 2010. He the Implanteo LED implant motor in 2011,® soon laid out a new strategic direction for the and the Be Safe line in 2016 were evidence of company that consisted of recentering its the company’s desire to reorient its instruments focus on implantology. The 2009 launch of towards the field of implantology through the its Axiom product sealed the decision.® use of synergy. Using feedback from early implants sold ten years prior and available clinical data, Anthogyr advanced its offers significantly. In 2006, the idea of turning In 2006, the idea of turning implantology into implantology into Anthogyr’s Anthogyr’s sole area of focus became fully sole area of focus emerged. formed. The metamorphosis entailed a great deal of reorganization for the company and a The metamorphosis entailed a redefinition of its specialized products for great deal of reorganization for the industry. The venture was not without the company and a redefinition risk. Anthogyr was still a small company and did not have the long history of some of its of its products major competitors. But it didnʼt matter. The market’s excellent growth prospects, the fact of owning its own R&D program, the company’s The reorientation resulted in shifts inside mastery of an extremely demanding medical the company as well, especially in terms of implant process, and its industrial maturity quality control, logistics chains, and marketing. in this type of product convinced Éric Genève Now targeting surgeons and prosthetists to go ahead with the shift in focus. directly, Anthogyr was able to share its The choice of implantology as a specialization knowledge of surgical procedures with required a streamlining of the company’s medical professionals via training sessions, dental instrument catalog, causing Anthogyr consultations, and general guidance to to drop certain products unsuited to the introduce the practice of implantology. In market. But the firm did not abandon the 2015, these services were grouped under the sector entirely. The marketing of the high-end brand Campus Anthogyr. 37 rygohtnA’d stnanruot sdnarg seL