“The big plus of the hybrid event is the digital reach well beyond the trade fair period”

COLOGNE, Germany: Losses in the millions, cancellations of events and a completely new strategy—these are just a few of the hurdles and achievements Oliver Frese reports on. He is the COO of Koelnmesse, which is traditionally responsible for the organisation and implementation of IDS. In an interview with Dental Tribune International, Frese explained how the organisers have managed to get the world’s leading trade fair for the dental community off the ground despite the COVID-19 crisis and to ensure its sustainable success as a platform for innovations and market trends.