Entteri

Path makers: Topi Koskinen, Petteri Laukkanen, Ville Tuominen, Niko Tammelin, Juho Suovuori, Taneli Hiironmäki, Hans Kestilä & Jukka Pihlaja

Entteri Professional Software has developed an AI-powered dental X-ray analysis system and made it available at no charge to approximately half of Finland’s private oral healthcare sector. This approach addresses a practical challenge: healthcare professionals’ hesitation to adopt unfamiliar AI tools in clinical practice due to uncertainty about their value and concerns about workflow disruption.The ‘freemium’ strategy removes financial and decision-making obstacles to enable evaluation in real-world conditions.

The company departed from conventional B2B pricing models in enterprise healthcare software. Rather than requiring upfront investment decisions and contractual negotiations, Entteri made the initial implementation available without cost to all customers using their Romexis Image Cloud platform. This allows users to evaluate the technology in their actual workflows before making purchasing decisions. This approach enables large-scale feedback collection while creating a domestic reference customer base relevant for international expansion. For example, user testing revealed that even single-click activation of AI created friction, leading to fully automatic operation as the design solution.

For product development, the approach provides access to feedback from a large active user base to inform further development, while establishing usage patterns that may support adoption of enhanced paid features. For market development, it creates a substantial domestic user base that can serve as evidence for international market entry.

The project illustrates how business model experimentation can function as a product development tool, particularly when introducing new technology categories in established professional sectors. By offering the technology without charge initially, Entteri has created conditions for widespread testing and feedback that would be difficult to achieve through traditional market entry approaches. This model may have applicability for other organizations seeking to introduce transformative technologies where adoption barriers stem as much from uncertainty and workflow concerns as from technical capabilities.

Read more about Entteri on their website here.