A Friday in Lugano: Lessons from the Dental World

Last Friday, I had the pleasure of standing on stage at the SSO Congress in Lugano, in front of a few hundred dentists, dental hygienists, and dental assistants. It was one of those moments where you feel both a sense of excitement and a deep respect for the audience you’re addressing. These are people who, day in and day out, care for others—often without the resources, time, or training they need to master the ever-growing demands of a digital world.

My talk focused on the risks, chances, and opportunities of social media for dental clinics—an increasingly important topic as more practices try to navigate the tricky balance between building their online presence and protecting their professional reputation.

What struck me during the session was how few of the attendees had proper training or a dedicated setup to handle social media as part of their work. For most of them, managing the clinic’s online presence is just something that gets tacked on to an already packed day—posting a photo here, replying to a comment there. Rarely is there time, structure, or support to do it well. And yet, the risks are real: reputation damage, miscommunication, data protection issues—these challenges don’t care if you’re “just doing your best.”

I spent an hour walking through these risks, sharing examples from the work I’ve done with brands like Straumann, DrSmile, Posedus, Linthpraxen, and others. We talked about the practical side of social media: what can go wrong if you ignore it, what can go wrong if you overdo it, and how to find that balance where you’re engaging your community while staying true to your clinic’s values.

The audience was fantastic—engaged, curious, full of questions. And the best part? The breaks were just as valuable as the talk itself. Whoever organized the event deserves a medal, because the space to have real conversations during the breaks made all the difference. It’s in those moments, chatting over coffee, that you truly connect, share stories, and learn from each other.

What I Loved About the Day

Being in Lugano itself was a treat—the city has such a unique vibe, with its mix of Italian charm and Swiss precision. The people, the energy, the conversations—it all reminded me why I love stepping into new industries and meeting the people who keep them running.

And a personal note to self: never rely on fancy tech when presenting. My attempt to showcase a questionnaire live on-screen didn’t go as planned. The lesson? Assume that you won’t be able to open a browser, and stick to what’s simple and reliable.

Why Every Industry Should Offer Trainings Like This

One thing that really impressed me is how seriously the dental industry takes ongoing education. Dentists in Switzerland are required to do 80 hours of training per year, and many clinic owners extend that expectation to their staff as well. It’s a culture of learning that I wish we’d see more in other industries. Too often, companies leave it up to chance for their employees to grow, hoping they’ll figure it out on their own. But growth doesn’t happen by accident. We need to make it a habit—whether it’s formal training or simply making space for conversations like the ones we had in Lugano.

So here’s to more days like this: stepping into a new space, sharing what I know, and learning even more in return.