Starting point
The company already sold medical equipment, but digital dentistry had much greater growth potential. The task was to move from individual transactions to systematic development of the business.
One of the key product lines was 3Shape, including intraoral scanners, software and annual licences. The average equipment ticket was around €20,000.
Business challenge
Build a scalable commercial system around a technologically complex product.
- understand a new industry
- identify the strongest product directions
- build a sales team
- build a dealer network
- launch international brands
- grow sales in Russia and the CIS
- create a service programme
- reduce adoption barriers through market education
What I did
I built the sales team from scratch and created the system for developing the business. A dealer network was built across Russia and the CIS, and leading US and European brands were brought to the Russian market.
In parallel, a service programme and a Digital Dentistry education platform were launched. Education became part of the commercial model and helped customers adopt the technology faster.
Result
growth in sales over three years, measured in euros
Growth came from systematically developing a complex technology business, not from a high volume of small transactions.
What was built
A standalone commercial direction with its own team, dealer network, service, education infrastructure, portfolio of international brands and recurring sales system.