Q: How was DENT ESTET’s first quarter of century of existence on the Romanian market that you celebrated this year? Can you share with us how do you see your business after 25 years more?
Dr. Oana Taban: When I opened my first dental practice in 1999, I wanted to do something different: to transform the way people relate to their oral health. This patient-centered approach and the desire to offer premium dental services in Romania, aimed at improving quality of life and overall health, have been the driving forces behind the development of the DENT ESTET group over these 25 years.
Our journey has not been easy. It took passion, hard work, professionalism and vision to transform DENT ESTET into a symbol of Excellence in Healthcare. I am proud that, alongside my team and our partners at MedLife, we have managed to create a special, unique, and innovative universe. A benchmark in the Romanian healthcare system and a model for other players in the market to follow. We have created a sustainable and replicable business model, based on a 360° approach to patient health, on the creation of a multidisciplinary team, with expertise in all branches of dental medicine, and on investments of tens of millions of euros in medical infrastructure and digital technologies.
Our experience and market leadership position have enabled us to successfully respond to the changing desires of patients, over these 25 years. We have witnessed radical changes in how Romanians view their dental health, and I want to believe that DENT ESTET also played an important role. Today, patients have access to any type of information with just a click, know that digital dentistry is a must, and wish to benefit from technologies such as MODJAW™ 4D, RayFACE®, or scientific advances in digital implantology. And we are the first to respond to these wishes.
In addition to the responsibility of providing innovative and integrated medical solutions with real impact on health, we have actively engaged in prevention and supporting educational and artistic communities. Through the work of our medical team in the dental clinics dedicated to children - DENT ESTET 4 KIDS - and teenagers - DENT ESTET 4 TEENS, we have assumed a role in educating children, teenagers, and parents about the benefits of prevention, oral hygiene, and regular visits to the pediatric dentist. Additionally, through investments in the Romanian educational system and the development of the ADOM Association, which is now a leader in dental management education, we have contributed to shaping numerous generations of dentists, as well as supporting clinic managers.
This year, we celebrated 25 years since DENT ESTET became a family, a state of mind. I’m glad to still have by my side the first doctor who joined me on this journey, Dr. Alexandru Georgescu, as well as the first nurse, Alina Inache. I’m grateful to my team and partners for their support in developing DENT ESTET. We are market leaders with 18 clinics in 9 key cities across the country and a team of over 630 colleagues, including 190 doctors who work exclusively in DENT ESTET clinics. And this journey continues. We want to further contribute to the education of our patients, and the services we provide within the integrated MedLife system should have a real and positive impact on the health of Romanians. We are ready to embrace technological progress and what the future holds to meet ever-changing needs.
Q: When you are looking back at 2024 results vs expectations and you are budgeting 2025 for your business, what makes you smile?
Dr. Oana Taban: For us, 2024 marks a quarter of a century of Excellence in dental services. And that certainly makes us smile. At the same time, we have intensified our efforts toward democratizing access to premium dental services through subscription plans, introduced for the first time in the market.
Thanks to our 360° approach to patient health and our constant focus on providing flexible financial solutions, dental services have been integrated into subscription plans, offered to both individuals and companies within the MedLife network. This innovative perspective for the healthcare system in Romania has proven to be successful, with a 20% increase in interest for integrated oral health subscriptions each quarter. Additionally, we have relaunched the DENT ESTET SMART CHOICE subscriptions, which serve our patients, whether individuals or companies. SMART CHOICE subscriptions offer preventive and maintenance programs, ensuring long-term oral health. These plans can help patients budget effectively, knowing they have coverage for dental services.
Looking ahead to 2025, we will continue to focus on diversifying and personalizing our offerings. We aim to further develop health partnerships so that the premium dental services we provide reach as many Romanians as possible. We are confident that these initiatives will help us strengthen our market position and earn the trust of our patients.
Q: One of the most respected CEO’s worldwide, Jamie Dimon (Goldman Sachs) somehow shocked his audience by letting it understand that ‘’financial literacy’’ it might have the same importance as studying math for very young people. Let me paraphrase. How important is the dentistry literacy for kids and what are the benefits for adults and their kids to have such education? How do you see this process?
Dr. Oana Taban: Just as financial education is essential for making informed decisions about personal finances, dental education is important for our overall health. This is a truth backed by years of scientific research, and we need to understand it from an early age. Oral education from a young age develops long-lasting habits, that can prevent serious dental issues in adulthood. We must be aware as early as possible of the importance of brushing our teeth twice a day and using dental floss or mouthwash. Also, we need to understand why we should opt for regular prophylaxis and professional cleaning sessions at the dental office.
Such early education about the benefits of dental care gives us the opportunity to make informed decisions for ourselves and our children. This way, we avoid situations that could lead to serious problems requiring complex treatments and high costs. Educated adults are more likely to prioritize and invest in preventive dental measures, thereby reducing the need for extensive procedures later on.
With 15 years of experience in pediatric dentistry, we have learned that the most important thing is to provide a child with all the conditions to become comfortable with the dentist and to develop a positive attitude towards regular visits to the office. In this way, we can guarantee the success of the treatment, but more importantly, we lay the groundwork for a healthy lifestyle in the future. At DENT ESTET 4 KIDS, we view this process as a collaborative effort between parents, schools, and dental professionals.
A study we conducted last year showed that although the pandemic has made parents more aware of the importance of caring for their children’s teeth, dental fillings are the second most common dental treatment among children under 12 years old, following dental check-ups. This means that the incidence of cavities continues to be high in Romania.
By integrating dental education into school and community programs, we can equip children with the knowledge needed to maintain their oral health throughout their lives. Also, by providing resources to parents to reinforce these lessons at home, we can create a stronger foundation for the health of the entire family. At DENT ESTET, we are committed to promoting dental education in everything we do, with the goal of reducing the gap between theory and practice in oral care.
Q: When we think about covering dentistry costs which might be very expensive (especially if neglected), in 2024 and beyond what should be the main sources of financing, except the least expensive one – the prevention? Should everybody have some ‘’emergency funds’’ allocated for dentistry unexpected situations?
Dr. Oana Taban: The context of recent years has brought with it a shift in how Romanians perceive their health, yet a visit to the dentist does not seem to be a priority. Romania ranks second to last in the European Union for the number of dental visits, with an average of 0.3 per capita compared to 0.9 in the EU. Also, a study carried out by the The Romanian College of Dentists reveals that 44% of the surveyed patients describe their own oral health as poor or very poor. And delaying dental treatments is undoubtedly one of the reasons for this situation.
To reduce this percentage, prevention plays a major role, and patient education must be one of the key vectors. Romanians need to be informed that dental visits should never be postponed, and the choice of dentist should be correct from the beginning to prevent possible complications. Any wrong decision can lead to much higher costs, a loss of valuable time, as well as the emergence of serious dental problems (partial or complete edentulism, the need to replace an implant, periodontal disease), which can have major negative consequences on general health, not just oral.
At the same time, the involvement of all decision-makers - authorities and specialists - is necessary to improve Romanians’ access to quality dental services. Currently, the dental care market is over 90% private, and the reimbursement value from the National Health Insurance House in this segment is insignificant. This means that each of us must rely on our own income to address any dental issues. And here we can talk about the benefits offered by dental subscriptions or private health insurance.
Q: Which is the milestone project for you in 2024/2025 and why? It is more than just a project; it is an important goal for us. From the very beginning, we aimed to make a difference and to improve our excellent services year after year, consistently exceeding patient expectations. We are proud that for 25 years we have been redefining excellence in dentistry in Romania through a synergy between high-end technology and the expertise of our medical team.
Dr. Oana Taban: Our priority is to ensure an exceptional experience for our patients, providing modern, effective treatment solutions with long-lasting results. We want every patient to leave our clinics satisfied, knowing that their choice was the right one and that their oral health is in the best hands. By intensifying our efforts, we aim not only to maintain our status as a leader in premium dentistry, but also to inspire a new generation of patients to invest in their long-term dental health.
Q: Given that the Romanian dentistry market has already reached a turnover of 1 billion euros, what do you consider to be the key factors that have contributed to this achievement? What is the potential of the dentistry market in Romania?
Dr. Oana Taban: The growth of the dental market’s value is a sign of the evolution and maturation of this sector. One of the key factors is the increasing awareness among the population regarding the importance of dental health. The involvement of DENT ESTET, as well as other market players in public education, has played an important role in encouraging people to prioritize their oral care.
On the other hand, innovation and the adoption of new technologies in dentistry have significantly improved the quality of services. Patients now benefit from minimally invasive, effective treatments with lasting results, which contributes to their satisfaction and loyalty towards the medical teams that successfully meet their demands. An equally important factor is the diversification of services, including the introduction of subscription plans and flexible financial solutions, making quality dental services accessible to a larger number of Romanians.
Furthermore, following DENT ESTET’s model and responding to the increasing demand for high-performance treatments and equipment, other market players have accelerated their development pace and expanded in recent years. This trend will continue in the coming years. The potential is significant, considering the growing interest in a healthy lifestyle and, implicitly, in health and aesthetics. Romanians want to enjoy a healthy and radiant smile, and for this reason, they are increasingly investing in innovative treatments with dental implants and modern solutions for enhanced aesthetics, such as premium veneers and crowns. In addition, the technologies and minimally invasive therapies will continue to attract patients and optimize complex treatment plans.
Q: How is DENT ESTET using the Artificial Intelligence solutions and what are the consequences for your clients? Would you appreciate the adoption of new technologies in Romania as rather fast/slow/normal, and why?
Dr. Oana Taban: Digitalization of the medical act and patient experience are elements that define and differentiate us for many years already.
At DENT ESTET, we are using the latest innovations because we know it benefits our patients. We opened, as early as 2017, the first fully digitized clinic in the country, in Bucharest. We are also the first clinic to bring to Romania the revolutionary MODJAW™ 4D scanner, a groundbreaking technology that utilizes artificial intelligence, the movement of the patient’s jaw, and the dynamics of dental occlusion to allow a complex diagnosis of functional problems and to customize treatments perfectly tailored to each patient’s needs.
So, from MODJAW™ 4D and RayFACE® scanners, to Waterlase® laser and Digital Smile Design® Studio, DENT ESTET has always looked to the future to ensure our patients are provided with the opportunity to always have the best and latest technology available. We believe that when new technologies are utilized by dentists with expertise in implantology, periodontology, orthodontics, or pediatric dentistry, the patient experience is superior. For this reason, we continued to invest in cutting-edge technology that utilizes artificial intelligence to meet patient expectations and to have the most efficient treatment solutions for their dental medical problems. Another advantage is the reduction of dental treatment costs, an important aspect for every patient, considering that often lack of financial resources is one of the reasons why people choose not to go to the dentist.
We can recently observe an increasing interest for these new technologies; however, the pace of digital dentistry adoption cannot be fast yet, considering that in our country most practices have limited resources and therefore cannot invest heavily in artificial intelligence.
Q: How would you describe a long-term sustainable future for your business model, in the context of the new rules regarding corporate sustainability? What is the meaning of sustainable in the dentistry business sector?
Dr. Oana Taban: Sustainability in the dental field means not only eco-friendly practices but also a commitment to education and community. Nelson Mandela once said: “Education is the most powerful weapon which you can use to change the world.” We invest significant resources in initiatives aimed at raising awareness of the importance of oral hygiene and facilitating access to excellence in education. We are dedicated to supporting students, young specialists, as well as experienced doctors, by offering them valuable opportunities for continuous training.
We are extremely proud that the DENT ESTET Laboratory, established in 2021 within the University of Medicine, Pharmacy, Science and Technology in Targu Mures, at the invitation of the rector of UMFST, Prof. Dr. Leonard Azamfirei, and the dean of the Faculty of Dental Medicine, Prof. Univ. Dr. Cristina Bica, has quickly become a symbol of innovation and digitalization in dentistry. We will continue such strategic partnerships with “Vasile Goldis” West University of Arad and University of Oradea, to jointly support the future of dentistry in Romania.
An essential project for us is the Dental Office Managers Association (ADOM), which was established in 2013 with the aim of training, connecting, and supporting clinic and dental office managers, as well as professionals in the field. We have managed, in these 11 years, to share our 25 years of expertise in entrepreneurship and dental management to jointly develop the dental services market for the benefit of Romanian patients. Through our reference programs created within ADOM, we ensure that managers of clinics and dental offices, as well as professionals in the field, receive the most advanced knowledge and skills, so that they can offer patients the most effective treatment solutions.
For DENT ESTET, a sustainable future involves a holistic vision where oral health, community well-being, and environmental protection blend harmoniously. By integrating these principles into everything we do, we aim to inspire a responsible business model that contributes to a better future for all.
You can also find the full interview in the document below:
