An Interview with Instrumentarium Dental
Mike Null; Vice President of Sales, PaloDEx NA
INSIDE DENTISTRY (ID): What are your company’s main advantages and how do they make your organization unique?
Mike Null (MN): We have a different approach and perspective on the dental industry because of our history. Back in 1961, we were the first to manufacture and introduce panoramic imaging to the marketplace with our ORTHOPANTOMOGRAPH® OP1 system.
In 1994, we were the first to bring storage phosphor to the dental industry with the DIGORA® system. Fast forward to 2013, and we are offering the 5th and 6th generations of these systems, providing our customers with almost 90 years of imaging experience.
ID: If you had to rank the most important elements of Instrumentarium’s success, what would be your top three?
MN: The first element is the quality of our systems. We have a very extensive quality system and support network that ensures top-notch quality for our customers. Second, our approach is different from other imaging companies. When a dentist sets out to purchase one of our systems, he or she is really buying the high-quality diagnostic images that are produced. Our goal is always to give the dentist the best image possible.
Third, we have a full line of intra-oral and extra-oral imaging systems. No matter what combination of technology and system needs the dentist may have, we have a solution.
ID: What defines your approach?
MN: Two things define our approach. The first is providing the best possible product for the dentist regardless of price point. The second is the breadth of our product offering. We offer complete direct digital solutions or hybrid solutions that consist of both direct digital and indirect PSP (Phosphor Storage Plates). This allows us to offer dental practices the best combination of technologies to meet the needs of their patients.
ID: What inspires forward motion of your company in today’s marketplace?
MN: We look for significant advantages to offer the dentists and clinics that are acquiring our systems. That is apparent when you look at our product portfolio. We offer digital technology that consists of direct technologies, indirect technologies, 3D technologies, and complete imaging software solutions. Believe it or not, we still offer film-based solutions for practices that have not yet made the jump to digital imaging. We strive to ensure that we have something for everyone.
ID: What are your top initiatives for 2013 and 2014, and what do you have in the pipeline?
MN: We plan on introducing three new systems over the next 12 to 18 months that include product enhancements and feature upgrades to our existing portfolio, in addition to completely new products. If you look at the broader digital imaging world, new technologies are not always developed specifically for dentistry, but technologies from other industries can be incorporated into dental and subsequently into our systems. We are currently evaluating new technologies that can enhance our 3D systems with extra opacity. We are also looking at adding enhanced features into our existing entry-level panoramic systems.
Lastly, we are looking at a completely new approach for image handling with our indirect intraoral system. So we have plenty in the pipeline and we are going to be very busy bringing these new products to the marketplace in the near future.
ID: Is there anything else you would like to add?
MN: As we continue down this road, our rich history and desire to offer a wide breadth of products and technologies will continue to allow us to be one step ahead of our competitors. This will result in better treatment options for dentists and yield better solutions for patients.