Most DentalTech companies do not fail at international scaling because markets are too different. They fail because they misunderstand what is actually the same. Across regions, the core workflow in dentistry is remarkably consistent. Clinical processes follow similar logic and decision making is based on comparable factors. The foundation is far more standardized than many assume and yet, scaling still fails. Not because companies underestimate differences, but because they

By Frank Grunau – ConCom Dental UG The conversation around clear aligners often focuses on technology. But the real transformation happening in orthodontics is commercial architecture. In a previous post, I argued that the market is shifting from transactional product sales to utilization-driven adoption models. That observation raises a practical question: What actually needs to change inside an organization to make that shift work? Because adoption does not happen by accide

The Structural Shift in Orthodontic Go-to-Market By Frank Grunau – ConCom Dental UG The decisive transformation in orthodontics is not technological. It is commercial. For decades, orthodontic go-to-market models were built around transactions: products, pricing, availability, reorders. Success was measured by revenue, margin, and order frequency. That model worked as long as products defined value.Today , they no longer do. Market Reality Global orthodontic demand exceeds 2