Refreshing the vision-mission---launching a healthtech company

Minish Technology has refreshed its vision and mission to clarify its identity as a healthtech company. The company's mission of lifelong wear and a company for dentists has resonated with the dental industry, but has been criticized as distant by the public.

The new vision is summarized in the sentence, "Creating a world where people can live better lives by building a dental health ecosystem that enables them to keep their natural teeth for longer." It captures our intention to create an ecosystem of care that inherits the value of lifelong use of natural teeth and improves the quality of life.

The mission "to set a new standard for the dental industry through continuous innovation" means driving the new normal in the dental industry with minish supply and platform innovation.

The key message for external communications was summarized as "Minish Technology is a healthtech company that uses cutting-edge technology and innovation to create a new standard for dental health so that everyone can keep their natural teeth for longer." It combines the company's technical capabilities, social values, and reason for being in one sentence.

Four core values were also identified as the pillars upon which the vision and mission would be built. The first is "Leading Technology," which reflects the direction to set new standards in dental care, from prevention to restoration to anti-aging. The second, "Constant Evolution," emphasizes continuous research and development and technological innovation to develop dental materials that are closer to natural teeth and build a digitally enabled practice system.

The third is "Healthcare for All. It signifies our commitment to expanding the supply of Minish so that everyone can keep their natural teeth, regardless of economic status or location. Finally, the fourth is 'Expanding Beyond Boundaries'. This includes our vision to build a win-win medical ecosystem in Korea and expand the presence of our brand and solutions in the global market.

The brand growth team posted posters with the new vision and mission around the company and incorporated it into email signatures. They plan to incorporate it into business cards and other promotional materials.

"The vision and mission are not just statements for the outside world, but reference points for us to ask and answer ourselves why we exist and where we want to go," said Kang. "We expect our members to naturally internalize this message and move forward in the same direction."