Interview: “I try to bring dentists and technology together”

Mr Motroni, your software analyses and replicates in 3-D complete parts of the body to operate on bone, soft tissue, muscles, and vascular parts. Can you tell me more about it?
We focus on dentistry because of the technology allowing us to mix printing and CAD/CAM, and put all the technology available together to plan the digital workflow. With the latest version of the software, we use the cloud to bring all the team members of the planning process (technicians, dentists, laboratories) together in the same loop through mobile technology as well, allowing the dentistry team to plan on a mobile phone or an iPad, share the project, chat on the same application and produce the surgical guides, models and results with the possibility of being continuously in touch with one another. It is therefore much easier compared with standard software versions for which you need to have a computer, and many dentists hate computers.

There is an issue of safety concerning putting personal information in the cloud. It is said to be secure and then one reads about hackers accessing what are believed to be some of the safest websites. How does the older generation feel about putting information in the cloud using your application?
They are open to it because it is much easier to use for them and they like to rely on somebody else to collect data from their patients and share this data with a technician through a secure connection via our web server, which has the highest security possible. The laboratory can prepare a draft of the project, share it with the dentist, who can request changes, and this can be done with only a couple of clicks by the dentist. Therefore, even if they are not used to new technologies, they can still collaborate with other members of the team and exploit the benefits of digital dentistry. We also offer training of course.

You teach dentists how to use the software at the Lake Como Institute in Italy, for example.
We started working with Dr Tiziano Testori 12 years ago. I am involved now in the courses offered at the Lake Como Institute, in teaching the aspects related to imaging and guided surgery. I try to bring dentists and technology together, by using the latest version that we have developed to leverage the level of dentistry in digital dentistry.

How do you market your software?
We work directly with our customers or through companies. We have, for example, an implant company distributing our software, and CBCT and 3-D printing manufacturers and distributors using our system, and direct sales through the web and social networks. We no longer have sales persons visiting dentists’ offices. It does not make sense for us; the investment is too high. Our customer segment is dentists who already have an idea of how to use the technology available, and word of mouth brings us new customers as well.

It has become a new world, one where one’s social media presence is primary.
Definitely! We sell in 18 countries, including India and Chile, countries where access to the Internet is not easily available to everyone. We use traditional distribution channels as well.

We also customise the software for companies. We now offer a special service for companies: connecting the project with their ERP [enterprise resource planning] or CRM [customer relationship management] systems so that the integration between the software and the internal ordering or management system runs smoothly. For the dentists, it becomes just about planning; for the companies, it becomes easier for an order to be placed and facilitates the connection with the sales force. One data set is in the cloud and shared with all the people who work with and need this data. You do not have to enter the data all the time or wait for the order and input it manually, which of course brings with it the possibility of mistakes. Furthermore, each time you have to do something manually, you lose time, and time is money.

We are now waiting for US Food and Drug Administration approval for the software because it is certified as a Class II medical device. We invest a lot of time showing potential customers at major events, such as congresses, what we are doing and promoting the software on social networks.

The word is spreading fast; we have a lot of followers on Facebook. When we have something new, our followers start sharing the information and we receive requests from dentists in Russia, China, etc.

It is quite mind-boggling. Of course, you cannot go against evolution and technology, but considering the pace of development the Internet has fostered, the possibilities it creates, it is a wonder we can keep up. What will come next do you think?
It is so true. For example, the mobile version allows things never before possible. The dentist may be in Rome, the dental technician in Milan, and the implantologist in Venice, yet they can all work on a case without ever meeting. One might think it is something bad, but I think it increases the connection they have because the dentist in Rome might not have been able to manage the case alone.

Thank you very much for the interview.