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Gendex: Sharing goals

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The Gendex Orthoralix 8500 panoramic.
Kristine Colker, DTA

By Kristine Colker, DTA

Thu. 10 December 2009

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New York, NY, USA: In an interview with Dental Tribune America, Chuck Ravetto, vice president of marketing for Gendex, discusses product development, techniques and research behind the company’s new Orthoralix 8500 and other products.

How does Gendex approach product development?
Before, during and after development of any product, we ‘Go to the Gemba.’ That is, we make and keep a close direct connection with clinicians to determine their needs. Our team of developers, engineers, PhDs, clinicians and our other incredibly knowledgeable people gather and act on feedback we gain from our owners.

We carefully listen to what these dental professionals share with us, and we have found that, first and foremost, doctors want equipment that allows them to provide better patient care. However, they also want these investments to be affordable, reliable and able to help them build their practices.

What techniques do your use?
To help us better understand and stay ahead of the curve for the future needs of dentists, we study how they use our products, as well as ask them how we can improve their workflow. We spend a great deal of time in owners’ offices to ascertain how we can save them time.

I have done a good bit of this observation myself — it’s extremely interesting. We examine in detail each facet of the “real world” use of our products, from the beginning of a procedure to its completion.

Scrutiny like this makes it possible for us to implement changes that greatly simplify tasks, so that the doctor is spending that much more time with the patient. This means we are ever-evolving in our innovation, perfecting existing products wherever possible and implementing new products as well.

What do you do with the results of this type of study?
In the case of our newly designed Orthoralix 8500, we made improvements based on the voice of customers (VOC). We added KINNEMAGIC technology and new TMJ projections so that dentists gain greater information about their patients.

With cone-beam 3-D imaging, one of the most groundbreaking technologies on the market today, we add affordability to 3-D’s clinical benefits with Gendex’ GXCB-500. Not only does a dentist have the advantages of diagnosing and precisely planning in three dimensions, the system includes a traditional 2-D pan.

What are some of the ways your products help build the practice of dentists?
Digital imaging allows the doctor to connect with a patient in a way that film does not. When they both can view an enlarged image on a monitor and patients can understand the problem, they are much more likely to accept treatment — another practice-building aspect of digital imaging.

Dentists tell us that they want fast and efficient communication with their colleagues and patients. Again, digital imaging — camera and radiographic images and even 3-D scans — allows for efficient electronic transmission. This teamwork approach keeps all clinicians on the same page about the patient’s care, building relationships along the way.

Our owners tell us repeatedly that their confidence in treatment delivery is especially increased with 3-D technology, and so is patient loyalty. They state that patients directly relate imaging investments to improved care and, thus, are more inclined to refer their friends and family.

We are committed to our owners’ goal of better care and practice growth. It is one that we continue to meet, and exceed.

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