Power

Bastiaan Ruizeveld de Winter & Frans Story: 'With us you are not a number'

1 november 2021Door MASTERS Redactie5 min lezenMASTERS MAGAZINE

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In the lounge of Lassus at Stadionplein in Amsterdam, Bastiaan Ruizeveld de Winter & Frans Story speak with MASTERS. The lobby of the dental practice run by the CEO and COO of Lassus Dentists resembles a luxury hotel foyer rather than a practice. That is how you are treated here: 'With us you are not a number'.

In the lounge of the Lassus location Stadionplein in Amsterdam, Bastiaan Ruizeveld de Winter & Frans Story will talk to MASTERS. The lobby of the dental practice of the CEO and COO of Lassus Dentists looks more like a fancy hotel lobby than a practice. And that's how you are treated: 'To us you are not a number'. Text: Bart-Jan Brouwer
Online editing: Mical Joseph
Image: John van Helvert

Torpedo

Bastiaan: “When I was seventeen I had one dream: I wanted to have my own ship. So it became the Merchant Navy or the Royal Navy. I chose the latter and entered the submarine service. The first two years I slept on top of a torpedo, after ten years I was commander of my own submarine. At one point I felt the need to lead larger groups. Through a recruiter I ended up at Bergman Clinics as branch director of an orthopedics clinic. There I was in charge of 22 surgeons and 300 staff. The next step in the career path at Bergman Clinics would be managing a division of 1.200 people. I was already talking to Thomas Rietrae, born entrepreneur and owner of Lassus Tandartsen. His company had grown enormously and he was looking for someone like me. I got into it, but soon noticed that it was too big for me alone. That's where Frans comes into the story. He was in the hearing industry and was very focused on hospitality, which we at Lassus also find very important. He joined the club and manages all branches as operational director. This allows me to focus more on quality, HR and large projects.”

Capital Z

Bastiaan: “We are a service company for dentists, with two types of clients: the people who come to us, who we care for, and the dentists – who often work as self-employed. We ensure that they have a well-facilitated room and that the latest state-of-the-art equipment is at their disposal. This includes a milling machine with which we can grind a crown in fifteen minutes, so that as a client you do not have to wait days for your new crown, but it is ready in one treatment. And we take care of the administration, invoicing and everything surrounding it, so that the dentist has as much one-on-one time with the client as possible. We relieve the dentist so that the client can receive the best care. With a capital Z.” Frans: “We currently have twelve branches, five of which are high-end: large practices where we offer both general dentistry and specializations, including oral hygiene, teeth whitening, implantology, endodontics, veneers and the fitting of click dentures, dentures and braces. In addition to these dental treatments, we offer complementary specializations including jaw physiotherapy, nutrition & lifestyle and acupuncture. Our ambition is to eventually have a practice similar to this one in all provincial capitals: with at least ten rooms, where we offer all specializations.”

Five star service

Frans: “What is unique about Lassus Dentists: we are open 365 days a year. Even in the evenings, on weekends and on public holidays. Why? Because people want to go to the dentist at times that suit them. Care should not only be available on working days from nine to five. Our client group is very broad: from the elderly to children, from entrepreneurs to employees, and many expats. They think our organization is fantastic. It's like visiting a dentist in New York: a metropolitan setting, hospitable, five-star service, always available... You feel at home here.” Bastiaan: “That experience is why people want to become our clients. When they come in here, you see them thinking: wow! It's like walking into a hotel lobby instead of a dentist's office. And that's how you are treated. With us you are not a number. You are not immediately put in the dental chair, but first take a seat in a sitting area to start a conversation with the dentist.”

3D scan

Bastiaan: “Our goal is to help clients keep their teeth for the rest of their lives. You want to stay away from dentures as you get older. Keeping your own teeth is also much better for your jaw and overall health. That is the starting point. The normal revenue model is to repair cavities, we want to get ahead of that by drawing up a multi-year plan and making a joint effort for healthy teeth. It starts with diagnostics based on, among other things, X-rays and a 3D scan. With such a scan you can much better assess the position of the teeth, how they move and what wear this entails. Before anything happens, general oral hygiene must be in order and, for example, old restorations are replaced if necessary. The teeth must first be healthy. Once the foundation is in place, we can look further. For example, are your teeth straight? In addition to all the specialties, we also have a nutrition and lifestyle expert who can advise on eating patterns.” Frans: “Many people think: Lassus is for the rich. But that is not true at all, because dental rates are fixed in the Netherlands. We charge the same as a dentist with a home practice without long opening hours, range of specializations and modern technology. Of course, the treatment plan may require a client to visit us more often than the regular six-monthly check-up. Our clients still pay less on average over the years due to the preventive nature of our care. If you keep your teeth healthy, you will save on dental procedures in the long term. It's that simple."