MINISH Technology has completed the renewal of its vision and mission, solidifying its identity as a healthtech company. Previously, the company’s mission — “to help people keep their natural teeth for a lifetime” and “to support dental professionals” — resonated strongly within the dental industry. However, it was considered somewhat distant and less relatable to the general public.
The new vision is summarized as “To create a world where people can enjoy a better life by building a dental health ecosystem that enables long-lasting natural teeth.” It reflects the company’s commitment to carrying on the value of preserving natural teeth for life and establishing a treatment ecosystem that enhances quality of life.
The mission, “To set new standards in the dental industry through continuous innovation,” represents MINISH Technology’s commitment to leading a new normal in the dental field through the expansion of MINISH solutions and platform innovation.
The key external communication message is defined as:
“MINISH Technology is a healthtech company that establishes a new standard of dental health through advanced technology and innovation, enabling everyone to preserve their natural teeth for a longer time.”
This single statement encapsulates the company’s technological expertise, social value, and fundamental purpose.
MINISH Technology has also defined four core values that serve as the pillars supporting its vision and mission.
The first, “Leading Technology,” embodies the company’s pursuit of setting a new standard in dental treatment — spanning prevention, restoration, and anti-aging.
The second, “Constant Evolution,” emphasizes continuous research, development, and technological innovation to create dental materials that more closely resemble natural teeth and to establish a digital-driven treatment system.
The fourth and final value is “Beyond Boundaries.”
This represents MINISH Technology’s vision to build a collaborative and sustainable healthcare ecosystem domestically, while expanding the presence of its brand and solutions in the global market.
The Brand Growth Team has displayed posters featuring the company’s renewed vision and mission throughout the workplace and applied them to employee email signatures. The new identity will also be reflected in business cards and various promotional materials in the future. CEO Jung-ho Kang stated, “Our vision and mission are not just statements to show externally, but guiding principles that allow us to ask and answer why we exist and where we are heading. I hope every member of our organization naturally embodies these messages and moves forward together in the same direction.”