Planmeca finds the human connection in Morocco

Report this content

Planmeca equipment is a common feature of the modern Moroccan dental practice. Yet despite being constantly at the forefront of dental technology, the company has never lost the human touch. “I have a lot of respect for that,” says Dr. Anass Benkirane.

In a modern Moroccan dental office, Planmeca devices are a common sight. Since entering the dental market in Morocco, Planmeca has rapidly grown to become a leader in the country – and a byword for excellence in dental manufacturing. But what makes the company’s products such a success in the region? “It’s the people,” says Dr. Anass Benkirane.

The human connection

Dr. Benkirane is a dental surgeon and one of the founders of Esthètica Polyclinique Medico-Dentaire, located in the northernmost Moroccan city of Tangier. He has been practicing dentistry for 25 years, specialising in implantology and aesthetics, and is very familiar with Planmeca’s products. At Esthètica, all dental equipment is by Planmeca. From dental units to imaging devices to CAD/CAM, “the Planmeca solution is everywhere. We have it all.”

However, what has perhaps impressed him still more is the people who make it all happen. “I would say it’s the human side,” states Dr. Benkirane of Planmeca’s strengths as a company. “The human side matters very much to us. Of course, technologically, they are a leader, they’re renowned. But for me, my colleague and us, if there is no human connection, there can be no relationship. It just doesn’t work.”

Personnel at Esthètica Polyclinique Medico-Dentaire. From left: Ilham Jamai, Dr. Anass Benkirane, Dr. Adil Berrada, and Ichrak Yaala.

When the phone rings, you answer

The importance of the human element is also well-known to Planmeca’s Area Export Manager Kare Hanttu. He says his 17 years with Planmeca have taught him to not only look at the product or company, but the people behind it. “Morocco is an incredibly interesting region where I’ve always seen a lot of potential for our products. However, it’s never enough to just have a great product – you also need to have a great partner and great after sales support. When the phone rings, someone has to answer.

“I spent a lot of time looking for the right distributor for us, before I finally met with our current distributor, Dental Technik. Although I was being contacted by a lot of people back then, I can usually tell who has what it takes.”

“The crème de la crème of our dental world”

Although the dental industry in Morocco has been growing rapidly in recent years, the market is still making the transition to the latest digital technologies. Dental Technik Maroc’s founder and owner Mohammed Ammari has seen it all happen. Having been in the industry since 2002, Ammari says the Moroccan market is now yearning for the latest and greatest in dental tech – and Planmeca is delivering it.

“We are seeing more and more large dental centres being established and dentists seeking new technology – advanced technology – to make work easier and help brand their services to their customers. Now it’s becoming a trend for clinics to be equipped with Planmeca. It’s the top of the range. The number one. The crème de la crème of our dental world.”

Doing things right

When Dr. Benkirane and Dr. Adil Berrada began to map out their clinic in 2011, their number one goal was to do things their way. “The dream was to create an institution where we would solve all the challenges we had seen in our practice,” Dr. Benkirane explains. Today, Esthètica employs 11 doctors, 8 nurses, 6 prosthetists, and administrative and technical personnel. “We’ve pretty much managed to achieve what we set out to do.”

According to Planmeca’s Hanttu, he is often personally involved in the clinic design process, but he also emphasizes the importance of the dealer relationship: “It tells our customers that we have someone there who is ready to take on the job and be present on a local level. The fact that we’re constantly getting these large clinic projects in Morocco is a clear signal that we’re doing things right.”

Dr. Benkirane agrees. “We are really satisfied with our Planmeca solution. What makes Planmeca special is that the business hasn’t been ‘robotised’. They are serious about what they do, and I have a lot of respect for that sort of thing.”

From left: Planmeca's Area Export Manager Kare Hanttu and Dental Technik's owner Mohammed Ammari.

Copy: Aleksandra Nyholm