Antonio Pelliccia

Adjunct Professor Health Economics, lecturer at the Faculty of Medicine of the Catholic University of Rome Vita and at the University Vita e Salute San Raffaele in Milan and member of the American Marketing Association, Antonio Pelliccia will offer a focus, concise but with official and objective sources, on the dental market in the face of the future development of medicine. While some human activities – not only the most repetitive, but also cognitive ones – are going to be carried out by Artificial Intelligence algorithms, it becomes more and more strategic to train the relational skills typical of Emotional Intelligence.
«We are immersed in an economic and social context that is defined as VUCA (Volatility, Uncertainty, Complexity and Ambiguity), which is revolutionising our lives and in particular the organisation of business and work,’ explains Pelliccia. “New discoveries in technology, in particular AI, are strongly impacting both the social and organisational spheres. There is an increasing need to develop “soft” skills in order to adapt sustainably to the new scenario. People choose, the economy modifies, the law regulates, institutions promulgate; but it is the liberal professions that are building the future, made up of people who put forward concepts by which they are judged, such as perceived and real quality, and economic value, as the concept of value now plays a fundamental role in the evaluation and monitoring of the services offered and practised».

Carlo Guastamacchia

Finally, Professor Carlo Guastamacchia will address a fundamental but all too often overlooked issue by examining the evolution to be attributed to the term “dental ergonomics” over the past decades. It was Professor “Tamà” himself, as a lecturer, who introduced the term “ergonomics” more than half a century ago and taught its principles to the entire dental world with the aim of minimising ailments resulting from poor physical performance and a general approach that favours stressful problems. Over the years, some new facts have occurred, and many variables have changed. Nearly 70 years of activity, constant attention to ergonomic values, and numerous “contextual” variations in today’s world have forced Professor “Tamà” to take a new approach in examining and supporting dentists, hygienists, ASO.
Operators who, despite their respective and diverse operational tasks and situational leadership, are now subjected to new, multiple stresses. For example, the inconveniences related to the continuous confrontation with the patient’s opinions inspired not by family or friends’ conversations, but by continuous external solicitations that in any case (dis)-inform about the identification of symptoms and/or diagnosis. Professional and personal life are to be considered here as a whole. The intervention addresses the entire issue, with the support of the most documented and advisable remedies, both from a primarily dental point of view and, in general, with an eye to the nine principles for health recommended by the World Health Organisation.