Offering state-of-the-art imaging technology for every dental practice in Poland
Two entrepreneurs found out that many smaller dental practices in Poland are not able to invest in the latest digital imaging technology. To fight this so-called digital exclusion, they decided to establish a chain of full-service radiology centres with state-of-the-art imaging equipment. In three years, the owners have opened three easily accessible locations to which Polish dental practices can send their patients for all their imaging needs.
Marcin Gielec and Marcin Szydlowski met at an MBA course for entrepreneurs in 2017 and immediately noticed they shared similar views on entrepreneurship. While Marcin Gielec had gained experience from various industries, Marcin Szydlowski had been an entrepreneur his whole life and worked in the dental industry for the past 15 years. Although neither of them had ever worked as dentists, they both recognised a vast potential in the fragmented Polish dental market.
“At first, we analysed the data we gathered of the Polish health market and discovered there is a huge demand for new technologies and solutions and for someone to introduce new concepts. Thanks to Marcin Szydlowski’s previous experience from the industry, we could then focus on the most common problems private dental practices face in Poland on a daily basis. The biggest issue was the so-called digital exclusion,” Marcin Gielec explains.
According to Mr Gielec and Mr Szydlowski, many small and middle-size dental practices in Poland do not have the means or want to invest in digital dental technology yet. To fight this so-called digital exclusion, Mr Gielec and Mr Szydlowski founded a company called XRAY, which offers digital radiography services for dental professionals: a technological outsource for dentists, as the two call it.
"We have built a chain of diagnostic imaging centres that are equipped with the latest technical solutions by Planmeca, allowing accurate diagnosis for dental treatments. In addition to radiology services, we also offer dental photography and intraoral scanning services for our customers. We wanted to create one-stop centres for the dentists, who can then decide which services they need for their practice, if they do not possess the technology themselves,” Marcin Gielec tells.
The founders Marcin Gielec and Marcin Szydlowski met at an MBA course.
Convenience for dental professionals and patients alike
Offering great service is the most important goal for XRAY radiology centres. Even the locations have been selected carefully with this principle in mind. The centres are therefore located in shopping centres and other commercial districts, close to the customers – both the dentists and their patients.
To improve the customer experience, the medical staff of the radiology centres always explain the entire imaging process before the images are being captured and answer any questions the patients may have on X-rays and patient doses. Additionally, the state-of-the-art Planmeca equipment help creating a professional atmosphere.
“We have received only positive feedback from our customers. If the patients are afraid because of something they have read on the Internet, we always explain how radiation works, how low the patient doses are and tell about the Planmeca Ultra Low Dose™ algorithm that our devices use. The customers are reassured once we explain have a solid technological partner on our side – Planmeca – with reliable and fully tested products,” Mr Gielec tells.
“Some dentists choose our services for more complicated cases, even if they possess the necessary imaging devices, but cannot capture the images with the required details themselves. The Planmeca CALM® algorithm, which we use in every location, helps our staff to make the images clear and remove any artefacts caused by patient movements”, Mr Szydlowski adds.
Planmeca Promax® 3D Classic is one of the CBCT imaging units in XRAY radiology centres.
Choosing Planmeca for long-term cooperation
“Planmeca has a great reputation in the Polish dental market. The company’s products are used in many universities in Poland and considered top-of-the-class, which is exactly what we wanted to work with – with the best devices and software solutions available. Furthermore, we were impressed by the Planmeca Romexis® software,” Mr Gielec recalls.
However, the factor that convinced Mr Gielec and Mr Szydlowski was Planmeca’s willingness for long-term cooperation.
“Before we opened the first radiology centre, we were looking for a business partner who understands our concept and was ready for a long-term cooperation. We knew from the start that our investment was not going to be a one-time thing, so we wanted to be prepared for all kinds of customer feedback and able to develop our concept accordingly. Planmeca’s local distributor Kol-Dental and Planmeca’s local office in Poland convinced us that we can develop the centres together,” Mr Gielec tells.
“Cooperating with a European company was extremely important for us. Should problems occur, it is easier to communicate when we are in the same time zone. The Covid-19 pandemic also revealed the vulnerability of global logistic chains. Since we intend to grow fast, we truly appreciate the fact that we do not have to worry about our technology being trapped in a container on the other side of the world.”
The XRAY radiology centres use their own software platform, which needed to be connected to the imaging systems. Soon after the initial discussions with Planmeca’s representatives in Poland, the founders were invited to the Planmeca HQ in Helsinki to meet with the product development and to talk about the integration possibilities.
“It was amazing to feel that our small project mattered and Planmeca wanted to hear our ideas. Meeting with Heikki Kyöstilä, the founder and CEO of Planmeca, and the Planmeca team, reassured us that Planmeca is not some distant corporation – but real people working with us. It was clear that Planmeca truly appreciates their employees – and that matters more than financial sheets,” Mr Gielec concludes.
The XRAY radiology centres aim at being convenient one-stop locations for dentists and their patients.
From digital exclusion to digital inclusion
In December 2019, the first XRAY radiology centre was opened in Warsaw, the capital city of Poland, where most dentists are also operating. The next two XRAY locations were opened in Warsaw in March 2020 and June 2021. The centres use Planmeca ProX™ intraoral imaging units, Planmeca ProMax® 2D panoramic imaging units with cephalostats, and CBCT imaging units, including a Planmeca ProMax® Classic with cephalostat and a Planmeca ProMax® Mid. Additionally, one of the centres offers digital impression services with Planmeca Emerald® S intraoral scanner.
“Currently, many dentists are asking us about intraoral scanning. Some of them visit us to learn about the scanner and the new chairside possibilities it enables, which also brings in new clients,” Mr Szydlowski explains.
“With our three locations, we now cover 70% of the Warsaw area. In the future, we will expand to smaller cities countrywide to fight the digital exclusion and to give the Polish dentists access to the best diagnostic technology,” Mr Gielec tells.
While the Covid-19 pandemic brought the expansion plans to a temporary halt, it also allowed Mr Gielec and Mr Szydlowski to refine the concept of the XRAY radiology centres based on the customer feedback and to explore new possibilities – especially with regards to dental education and Romexis.
“The Romexis software is a truly sophisticated solution with many technical possibilities and features. It integrates with our software, and we use the Planmeca Romexis® Viewer daily in the communication with our customers. We are constantly figuring out new ways to use Romexis and its modules.”
“All our employees are medical staff, radiologists. During the pandemic, we focused on improving their skills in using Romexis, for example in patient communication and capturing better images. Our clients expect us to do more than they would do with the equipment themselves, so we need to be perfect. And our growing number of satisfied clients proves that we have focused on the right things,” Marcin Gielec summarises.
Copy: Mari Koivunen
Images: Courtesy of XRAY radiology centres
Planmeca Oy and Planmeca Group
Planmeca Oy is one of the world's leading dental equipment manufacturers with a product range covering digital dental units, CAD/CAM solutions, world-class 2D and 3D imaging devices and comprehensive software solutions. Headquartered in Helsinki, Finland, Planmeca’s products are distributed in over 120 countries worldwide. With a strong commitment to pioneering innovations and design, it is the largest privately held company in its field. Planmeca Oy is part of the Finnish Planmeca Group, which operates in the field of healthcare technology. The Group's turnover in 2020 was MEUR 744, and it employs nearly 2,900 people worldwide.
www.planmeca.com
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