An Interview with: Gendex Dental Systems
Charles Ravetto, Vice President of Marketing
INSIDE DENTISTRY (ID): What do you see as the most significant changes in the oral healthcare arena over the past 5 to 10 years?
CHARLES RAVETTO (CR): Gendex has been providing reliable and durable products to dentists for more than 100 years, so we have seen changes for much longer than just the past decade. The evolution of digital radiography is very significant; it not only saves time, but also improves diagnosis, patient communication, and treatment. Over time, we have been able to develop a broad spectrum of products focusing on the many facets of digital technology, a very significant change in radiography from traditional film x-ray methods. In this tough economic period, digital radiography helps dentists surmount some great financial challenges by treating more patients more effectively. This translates to more possible appointments during the workday, or a shorter, but very productive, work week.
ID: How, internally and in the broader marketplace, has your company responded to these changes?
CR: We offer products that make life for our clinicians easier. Our intraoral cameras, such as our GXC-300 ™ lightweight intraoral camera, facilitate communication between dentists and patients by allowing the clinician to easily and quickly capture clear images. The Visualix® eHD intraoral sensor produces highly diagnostic images while its rounded corners improve comfort for the patient and simplify positioning for the staff. The Orthoralix® 8500 DDE digital panoramic system, a new launch for us, takes our already award-winning technology to an even higher level by adding KINEMAGIC™ Articulated Motion.
ID: What do you see as your biggest responsibility to the marketplace, and why does your choice rank as your top priority?
CR: Our biggest responsibility is to give our dentists the most detailed, clearest images that offer the most information that you can get in radiology. This gives them confidence to try new procedures in-house, to expand their patient base, and to have more confidence in their diagnoses. That is why we are so proud to offer in-office Cone Beam or 3D imaging, one of the most groundbreaking technologies on the market today. Our GXCB-500™ leverages i-CAT® technology, which has taken the lead in larger field-of-view 3D imaging. Our medium field-of-view system focuses on the area that an implantologist or general dentist would most need for procedures where it is imperative to detect precise locations of anatomical structures.
ID: What product categories do you feel are most in need of innovation based on what’s currently available?
CR: With more imaging options available than ever before, dentists are using our digital radiography products across a spectrum of categories: restorative, operative, and of course, diagnostic. When comparing digital technology to traditional film x-rays, the benefits are evident. Digital saves money on purchases of film, developing chemicals, mounts, labor, and hazardous chemical disposal charges. In an age where clinical time is highly valued, digital technology allows the doctor and the staff to spend more time with patients, rather than in the darkroom or the hallway waiting for the x-rays to develop. So we are in a constant state of innovation, not only asking what the dentists want, but implementing new products and fine-tuning established products wherever possible.
ID: What do you think is the best approach to research, development, and ultimate delivery of needed advancements?
CR: We’ve found that patients want to be the doctor’s main focus during appointments. Digital imaging allows the doctor to explain directly to the patient while they both look at the same image. Small details are much more apparent on a large computer screen rather than a small x-ray on a light box. If patients can understand the problem, they are much more likely to accept treatment and be eager to start more quickly. We’ve also found that dentists want fast and efficient communication with their colleagues. With digital, they can e-mail the scans or images to another dentist. Besides serving as a quick connection to another doctor’s opinion, this builds respect between colleagues and keeps all practitioners “in the loop” about the patient’s care. Whether the investment is in a digital x-ray system or a 3D cone beam system, patients recognize the investment as a dedication to improved patient care and will recommend or refer the practice to friends and family.
ID: How is your company helping to resolve the challenges facing dentistry and oral healthcare today?
CR: We study how to prepare for the office of the future. It is imperative to “walk in the shoes” of the doctor — to understand and stay ahead of their future requirements. Gendex representatives spend a lot of time in dentists’ offices, observing ways that they can save time or answer patients’ questions faster. We study the doctors’ workflow; we have literally counted the number of mouse clicks needed from the time of image capture until the doctor is sitting in the operatory talking with the patient. Observations such as this have made it possible for us to improve our products and greatly simplify tasks for quicker and more efficient procedures, and that allows the doctor to have that much more time with the patient.