At this year’s IDS congress in Cologne, Germany, XO CARE had invited media representatives to an exclusive IDS press event. We were happy to receive a great number of interested participants and to see the fantastic media coverage that followed.
This year our press conference started in a quite unexpectedly fashion. Ricarda Wichert (XO Regional Sales Manager for DACH region) and PR specialist Birgit Jaretz invited the audience to join the presentation while…facing the wall of our IDS classroom. In the meantime, there was a movie being screened on a big screen to the right. The topic of this year’s presentation was FOCUS.
The participants were repetitively asked to look at the screen and then shift their gaze back at the presenters. In a nutshell, this showed them the basic struggle that many dentists face in their everyday work – the constant shift of focus – and the tiredness that this brings to their eyes.