Nicola De Rossi: We are always watching what the final consumer needs

Dental equipment and materials under the Italian brand Zhermack can be seen on the stand of UNIDENT at any exhibition. As the company keeps gaining the trust of professionals, quality products speak loudly in favor of Zhermack. All throughout the Dental Salon, Nicola De Rossi (Product Manager) with the zeal of a true Italian held master classes on dental laboratory equipment. Fortunately, he had some time to meet us, to share his vision of the Russian dental market and confide in what Zhermack has in store for us.

— Year after year, Zhermack equipment has been an increasing presence on the UNIDENT stand. Please tell us about your new products.
— Zhermack has been continuously developing its production, to maximize the range of equipment for dental offices, clinics and laboratories.
We have just started mass production and are now able to present a new sand blasting Dune Eco Tech device and a new generation of Quasar welding machine that is second to none on the market. Unlike other devices, it involves IR welding, thereby making the process twice as fast.
A few more interesting products are being developed and pending registration. Thanks to UNIDENT, Zhermack is able to present and sell its products all over your big country.

— How long have you been with Zhermack?
— Do you know the history of Zhermack? When I joined the company, it had grand total of 30 workers, and we started out in a small building that looked more like a garage. Only afterwards, about 6 months later, the company purchased a factory.
Now the company employs at least 300 persons. We are a big team of professionals. My career started in the logistics department, then I moved on to acquisitions and equipment, and then went to the United States where I held position of marketing manager. I returned to Italy in 2008 to become product manager in the department of equipment. Now my responsibility covers the equipment all over the world, including the development of consumer products.

— Zhermack has been continuously developing new products, equipment and materials. How do you know what the consumer needs, exactly?
— We are working very closely with our dealers and end consumers in various countries. We know their needs and our goal is to develop products suitable to every type of customers. We collate extensive information and develop products that the market demands.

— What does the Russian market demand today?
— The Russian market grows on and on. In my opinion, it is a truly European market. This is only my third visit here and I may know not that much after all, but it seems to me the demand for quality products is very high here, because the end consumers here are real professionals.
The customers may vary from professors to highly skilled dental technicians. We try to cater to each category. How? We can develop and customize quality products with varying properties to meet the needs of every individual customer. Indeed, we need quality service and extensive information, and that is where our partners step in. We take pride in being able to make work of dentists and dental technicians easier. I thin we have a great potential here in Russia, because we get excellent support from UNIDENT – truly one of the best players on the market.

— What are the tendencies? Where does Zhermack go and what’s there in store for us?
— Zhermack is now standing strong. Our presence on this market keeps growing, which makes us very happy. I think it all is happening because we have found a good partner – UNIDENT. Working in conjunction with you and development of a new system and new products is very important to us. Philosophy of our company, same as the policy of Mr. Tamaz, is that people cooperate with the people rather than the company.
In Italy, everybody in our factory sees UNIDENT as a friend first and only then a business partner. The Italian company sees it as one of the factors that keep sustainable growth of our business. And that is why everybody is happy to work with you. Our main objective is to promote close cooperation with the customer to make their performance more efficient.

— So you have been with Zhermack since the day of its foundation and you uphold the company’s ideals. Is there anything you can tell about yourself apart from your job?
— I can say I have been traveling a lot. And I think this country and its people are somehow close to me. I feel at home here. I don’t really know why but it’s true.
When I visit any other country, I feel that I’m far away from home. I am very fond of Russian people in the first place, and I’m doing the best I can to make our Russian customers comfortable, while making ourselves truly useful to them.

Together with Pavel Shuryayev, Equipment Department Manager

— You say you used to live in the United States. What were you doing there?
— Among other things, my mission was to develop innovative products, train the sales department and marketing experts and coaches, and liaison with our end consumers to promote the development of all our products. I love my job. I just love inventing something new. Last night I made a presentation of our new line of products but let’s keep it a secret so far.

— But if you do have some free time, what do you prefer to do?
— I have many hobbies. Fishing is the main one. However, I have very little free time so the catch is very seldom.
In Italy, there are two ways of fishing. First – on the river not far from Rome. They mostly catch carp or catfish there. That’s where I started fishing some thirty years ago. However, a few years ago I went fishing in the ocean. And I caught a very big fish right away. That was amazing – me catching a big fish like that! Yes, this is definitely my most favorite pastime and I’d love to dedicate all my time to it. Unfortunately, that is not possible. I also like snowboarding.

Nicola De Rossi: I caught a huge fish

— Where do you usually snowboard?
— In the mountains. When I have a leave, I go to the Alps. I used to go skiing but four years ago I tried snowboard. I love it when there is a lot of snow. That’s just great. Well, I don’t even have to tell you this. I also have been playing volleyball for years. I know that you Russians are very good at volleyball. Your sportsmen rock. If I had more free time in Russia, I would like to go to football. I also would like to learn your traditions. I mean, nothing in particular but find myself in a situation when I could really experience your traditions.
Eating is also my favorite pastime…

— Any particular cuisine? Italian, maybe?
— Not only Italian. I also like Chinese cooking.
I love cooking pasta and fish. I learned and mastered the art of grilling in the U.S.: medium, well done meat… If I have a half hour to spare, I would make some dessert. Something like a Tiramisu.

— In a half hour?
— Yes, one can make a truly delicious Tiramisu within a half hour. Of course, you’ll need a recipe and skills. Anything else I like? I like being happy. My goal is to be happy and keep close to the people who make me happy. It isn’t as easy as that but it’s definitely most important.

 

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