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Dr. Anass Benkirane

However, what has perhaps impressed him still more is the technology – to make work easier and help brand their services
people who make it all happen. “I would say it’s the human side,” to their customers. Now it’s becoming a trend for clinics to be
states Dr. Benkirane of Planmeca’s strengths as a company. “The equipped with Planmeca. It’s the top of the range. The number
human side matters very much to us. Of course, technologically, one. The crème de la crème of our dental world.”
they are a leader, they’re renowned. But for me, my colleague and
us, if there is no human connection, there can be no relationship. It Doing things right
just doesn’t work.” When Dr. Benkirane and Dr. Adil Berrada began to map out their
clinic in 2011, their number one goal was to do things their way.
When the phone rings, you answer “The dream was to create an institution where we would solve all
The importance of the human element is also well-known to the challenges we had seen in our practice,” Dr. Benkirane explains.
Planmeca’s Area Export Manager Kare Hanttu. He says his 17 years Today, Esthètica employs 11 doctors, 8 nurses, 6 prosthetists
with Planmeca have taught him to not only look at the product and administrative and technical personnel. “We’ve pretty much
or company, but the people behind it. “Morocco is an incredibly managed to achieve what we set out to do.”
interesting region where I’ve always seen a lot of potential for According to Planmeca’s Hanttu, he is often personally
involved in the clinic design process, but he also emphasizes the
importance of the dealer relationship: “It tells our customers that
we have someone there who is ready to take on the job and be
present on a local level. The fact that we’re constantly getting
these large clinic projects in Morocco is a clear signal that we’re
doing things right.”
Dr. Benkirane agrees. “We are really satisfied with our Planmeca
solution. What makes Planmeca special is that the business hasn’t
been ‘robotised’. They are serious about what they do, and I have a
lot of respect for that sort of thing.” ◢
Image: Dino Azinur

From left: Kare Hanttu and Mohammed Ammari
our products. However, it’s never enough to just have a great
product – you also need to have a great partner and great after
sales support. When the phone rings, someone has to answer."
“I spent a lot of time looking for the right distributor for us,
before I finally met with our current distributor, Dental Technik.
Although I was being contacted by a lot of people back then, I can
usually tell who has what it takes.”

“The crème de la crème of our dental world”
Although the dental industry in Morocco has been growing
rapidly in recent years, the market is still making the transition to
the latest digital technologies. Dental Technik Maroc’s founder and
owner Mohammed Ammari has seen it all happen. Having been
in the industry since 2002, Ammari says the Moroccan market
is now yearning for the latest and greatest in dental tech – and
Planmeca is delivering it.
“We are seeing more and more large dental centres being
established and dentists seeking new technology – advanced

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