Message Boards
Today's Active Topics Today's Active Cases Browse Forum Categories My Recent Activity My Messages Private Groups My Marked Threads My Subscriptions
Today's Active Images Today's Active Polls Most Active Topics Global Townie Map Advanced Message Board Search Message Board Terms of Use

Corporate Profile: Planmeca USA by Benjamin Lund, Editor, Orthotown Magazine

Start Discussion More by this author (119)


The future is bright for Planmeca; not only is it bright but it is also in 3D. Planmeca President Bob Pienkowski took some time out of his hectic schedule to talk to Orthotown Magazine about what Planmeca is all about, how it keeps its bulletproof reputation and what is upcoming in the world of digital imaging.

Bob, thank you for meeting with us. First off, can you tell us a little about Planmeca?
Pienkowski: Planmeca is one of the world’s largest privatelyowned dental companies. Planmeca is also the world’s largest manufacturer of panoramic and cephalometric X-rays. We are known throughout the orthodontic profession for our superior image quality, upgradeable imaging equipment and excellent imaging software.

Our business philosophy is to provide excellent dental products to the dental profession by being in the forefront of technology. We design easy-to-use, reliable ergonomic products for the dental office creating a pleasant experience for the patient.

What is your corporate strategy?
Pienkowski: Our strategy is to have a Planmeca product in every orthodontist’s office throughout the United States and Canada. We want to provide our innovative products through our well-trained existing dealer distribution that provides excellent service and support to our end users and their patients. Planmeca strives to provide our dealer partners and the dental community with the most technologically advanced oral health products backed by customer care, education and field support through our limited dealer network.

Tell me about you and your management team. What experience do all of you have under your belts?
Pienkowski: Our top management team, consisting of five people, has 85 years of experience collectively, in the dental business ranging from technical experience, field representation and management positions.

I started at Planmeca in the United States 25 years ago; I was its very first US employee. Prior to Planmeca, I worked in the dental industry for 14 years with other dental companies such as Siemens, Midwest and Health Co. I worked as a field sales representative, an equipment manager, a regional manager and now president of Planmeca USA, responsible for United States and Canada. My wife is a dentist so I have no choice but to live and breathe the dental industry. I am one of the few people who work in the manufacturing side of the dental industry and also own the products we make.

What has contributed to Planmeca’s success?
Pienkowski: Our success in the United States and Canada is from providing great products, marketing and support to our dealer network. This philosophy has been passed on from our worldwide headquarters team in Helsinki, Finland, which has been an innovator at the forefront of technology for 40 years. Planmeca worldwide works with all aspects of the dental industry including dental schools, users, dealers and the latest technologies to create products for the dental office and their patient care. Our products are very reliable, easy to use and upgradeable for current and future technologies.

What sets Planmeca apart from the competition?
Pienkowski: Planmeca has been an innovator at the forefront of technology for more than 40 years. We introduced microprocessor-controlled electronics into the dental industry and continue to introduce new products with the latest scientific research in mind. Our products are designed for today’s demands and tomorrow’s technology.

Talk about your distribution method.
Pienkowski: It has been our choice at Planmeca to have a very selective distribution policy. We do not distribute our products through all dental dealers. We believe that we can support a limited number of dealers better than trying to support them all. Our distribution consists of Patterson Dental, six ADC members and two independents. Some orthodontists who do not purchase from our dealer network might be unfamiliar with our total dental equipment line and imaging product family.

What are you most proud of at Planmeca?
Pienkowski: Our product designs and manufacturing from our home office in Helsinki, Finland; our dedicated employees, our distribution partners and our success in the United States and Canada.

What do you find most appealing about working with orthodontists?
Pienkowski: Before orthodontists make a purchase, they take the time to research products and usually they invest in the best. They also appreciate superior images, robust imaging software and excellent product reliability.

Orthodontists are quite analytical and have a good understanding of what features and benefits they want their equipment to provide, so they can have the best imaging products for their office and their patients.

How do you obtain feedback from your customers? What do you do with that information?
Pienkowski: Planmeca supports its customers with a professional sales team. Each team member supports the local dealership and trains the customers on how to use the products in their practice. These sales representatives are employed and managed by Planmeca USA, which ensures that our customers receive the best customer care possible. Our representatives communicate directly with the dealership as well as their customers on a regular basis, and all feedback is directed to the appropriate parties. This feedback is then utilized to make improvements and assist with product development for the future.

What do you do to help your customers feel at ease?
Pienkowski: We strive to keep our good reputation by supporting our limited dealer network partners through dedicated employees, not third-party independents. Planmeca has an active partnership with our local dealer networks, which are regularly trained by Planmeca’s team of professionals. We also offer many free multimedia resources online, such as live Webinars, streaming and downloadable videos and reference material and documentation.

What sort of training can your customers expect to receive once they’ve purchased one of your imaging units?
Pienkowski: Each Planmeca customer receives a visit from a Planmeca employee. This is to make sure that the orthodontist and staff understand how to use the hardware and software to fit the needs of their dental office. We also offer online resources and live Webinars that can be scheduled via our support Web site. Our products are distributed through local dealer distribution for continued quick and easy support.

Why should an orthodontist buy a Planmeca digital imaging device? Why do clinicians choose Planmeca?
Pienkowski: Our products feature open architecture, upgradeability, cutting-edge design and superior image quality, thanks to Planmeca’s patented SCARA technology. Clinicians choose Planmeca because of the products’ advanced ergonomics and ease of use.

How do you work with orthodontists to ensure they are integrating the imaging devices in the best way possible?
Pienkowski: Our products are designed to meet the imaging demands for all specialties in the dental industry. Planmeca’s imaging devices are capable of taking 2D and 3D images, which include unique features such as our bitewing program. We also provide a software development kit, which is available for download to all software companies free of charge. We believe that our customers should have the freedom of choice in using whatever modality or software fits their practice.

What is your global view of orthodontics in general? How does Planmeca fit into that?
Pienkowski: Like all health-care fields, orthodontics is becoming more complex. We strive to simplify orthodontists’ workload on the equipment end by developing products with them in mind. Our ProMax Mid and ProMax Max are perfect examples of Planmeca engineers developing a product that is designed for orthodontists. In 2D imaging, we are the world leader; in 3D imaging, we offer four different models for the orthodontist to choose from with ranging volume sizes from 4x5 to 23x26cm and everything in between.

Last year radiation was a big topic in dentistry due to a New York Times article and while some wished to hide from the issue, Planmeca was one of a few companies which stood up and fought against it (in fact Planmeca was the only company to respond to an article we ran in Orthotown Magazine about the topic). Tell me why this issue is so important to you.
Pienkowski: Planmeca is a firm believer in the ALARA principle (As Low As Reasonably Achievable). That is why we provide four different models of 3D units with up to 10 different volume sizes to choose from. The orthodontist, not the product, decides his or her imaging needs. We stress the importance of using the appropriate imaging approach on each patient for imaging diagnostics.

What is Planmeca’s single greatest advantage?
Pienkowski: Upgradeable innovation. This allows us to work with a new dentist with a smaller budget and grow with him or her, as his or her imaging needs change. Our product can be upgraded from a 2D panoramic X-ray; which can be upgraded to a combination pan/ceph system; and that again can be upgraded to provide 3D imaging needs for the office. Our products are designed to meet the needs of today and upgradeable to the technologies of tomorrow.

What can we expect to see from Planmeca in the future?
Pienkowski: Our latest innovation, Proface, will change the way orthodontists view their patients’ records. This unique innovation will help patients see the importance of the orthodontist’s recommendations. Proface is designed to capture the 3D facial surface of a patient while simultaneously acquiring a cone beam image. You will also see Planmeca incorporate more cloud-based solutions for our customers so they can access and share information in a secure manner from anywhere in the world.

For more information about Planmeca, visit www.planmecausa.com.
Orthotown Magazine
September 2025
Orthotown Magazine September 2025 Read Current Issue Read Archived Issues
Sponsors
Townie® Poll
Do you have a dedicated insurance coordinator in your office?
  
Site Menu
Message Boards Magazine Continuing Education Podcasts Blogs Classifieds News Events Townie® Poll Ebooks Townie Choice Awards
Company Info
Contact Us Advertise With Us Howard Farran DDS, MBA Policies and Agreements
Site Help
Sally Gross, Member Services Specialist
Phone: +1-480-445-9710
Email: sally@farranmedia.com
©2025 Orthotown, a division of Farran Media • All Rights Reserved
9633 S. 48th Street Suite 200 • Phoenix, AZ 85044 • Phone:+1-480-598-0001 • Fax:+1-480-598-3450