What Centri Dentistici Primo does

Centri Dentistici Primo, operated by Primo S.p.A., is an Italian dental clinic network headquartered in Turin that delivers preventive, restorative, orthodontic, surgical, implant, and aesthetic dental services through more than 160 centers across 15 Italian regions. The company serves four consumer segments — children, adults, seniors, and families — with persona-specific treatment pathways including pediatric dentistry (fluorization, sealants, first visits), adult preventive and cosmetic care (hygiene, clear aligners, veneers, whitening), and senior rehabilitation (implants, full-mouth prosthetics, All-on-Four). Underlying the clinical operation is an in-house dental laboratory, Primo Lab — described as the largest in Italy — that produces crowns, bridges, and prosthetics for the network, and Primo Caredent Academy, which provides ongoing training for the 1,700+ dentists, doctors, and staff employed across the network.

The company's technology stack centers on conventional digital dentistry rather than AI: 3D intraoral scanning for diagnosis and treatment simulation, digital panoramic radiology (orthopantomography), AirFlow professional cleaning, zirconium prosthetic crowns, and titanium implant systems with custom grids for severe bone atrophy. Service delivery is supported by a digital booking platform, a toll-free Patient Service line (Numero Verde 800.583.998), and a centralized patient management workflow.

The business model is predominantly fee-for-service dental care, supplemented by the Card Primo annual subscription for preventive care and by reimbursement agreements with multiple Italian insurance providers (convenzioni) and corporate wellness programs (convenzioni aziendali). Adjacent revenue is generated through Primo Medici, a multispecialist polyclinic offering nutrition, psychology, osteopathy, and speech therapy services, and through affiliated Caredent brand clinics. Risk is managed via a €2,000,000-per-incident professional liability policy with Lloyd's Insurance Company / Dual Italia. The group structure includes Primo S.p.A., Primo Lab S.r.l., Caredent Italia S.p.A., and Primo Basilicata S.r.l., reflecting a multi-entity holding built around a national dental platform.

Name

Centri Dentistici Primo

Legal name

Primo S.p.A.

Website

https://centridentisticiprimo.it

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

251–500 employees

Short description

Centri Dentistici Primo is an Italian dental clinic network operating 160+ centers across 15 regions, delivering preventive, restorative, orthodontic, implant, and aesthetic dental services to children, adults, seniors, and families through an in-house lab and 1,700+ staff.

Ownership category

akta.pro rank

Product category

Dental Care Services

NAICS

Offices of Dentists (6212)

akta.pro primary industry

General Dentistry Group Practices (HLABAKAB)

akta.pro secondary industries

Preventive & Routine General Dentistry (Exams/Cleanings/Sealants/Fluoride) (HLABAAAA), Geriatric & Special Needs General Dentistry (HLABAAAH)

Keywords

• Dental clinic services
• Preventive dentistry
• Dental implants
• Orthodontic treatments
• Cosmetic dentistry

Headquarters

HQ city

Turin

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Dental Healthcare Services: Fee-for-service dental care delivery through a network of 160+ dental centers. Services include preventive care (check-ups, cleanings), restorative treatments (fillings, root canals), prosthetics (crowns, bridges, implants), orthodontics, surgery, and aesthetic dentistry. Revenue is generated through individual patient treatments, with partnerships with insurance companies for reimbursement.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Centri Dentistici Primo operates a network of over 160 dental centers across 15 Italian regions, delivering comprehensive dental services including preventive care, restorative dentistry, endodontics, dental implants, orthodontics, oral surgery, prosthodontics, periodontics, pediatric dentistry, and aesthetic dental treatments. Services are supported by an in-house dental laboratory (Primo Lab), a Card Primo preventive-care membership program, and insurance company partnerships for patient reimbursement.

Product overview

Centri Dentistici Primo operates a dental clinic network of over 160 centers across 15 Italian regions, offering a comprehensive portfolio of dental and aesthetic services. The portfolio includes preventive care (first visits, check-ups, professional hygiene, fluorization), restorative treatments (conservative dentistry, endodontics, dental implants including All-on-Four solutions), prosthodontics (zirconia crowns, dental veneers), orthodontics (traditional and clear aligners), periodontal treatments, oral surgery, and facial aesthetic medicine (hyaluronic acid fillers). The network is supported by Primo Lab (in-house dental laboratory), Caredent (affiliated clinic brand), and Primo Medici (multispecialist polyclinic for non-dental medical services). A Card Primo membership program enables pre-planned preventive care. The network also operates Primo Caredent Academy for professional training and education.

Differentiator

Problem solved

Functional benefit

Brands

• Primo Lab: The largest dental laboratory in Italy, designed to guarantee quality and rapid delivery times for dental prosthetics and restorations.
• Primo Medici

Products and services

• Prima visita dentistica (First dental visit) Initial dental examination and consultation that assesses oral health status and produces a personalized treatment plan for new patients.
• Controllo odontoiatrico periodico (Periodic dental check-up) Regular dental check-up examinations for ongoing oral health monitoring across the network.
• Igiene professionale (Professional hygiene / cleaning) Professional dental cleaning that removes plaque and tartar buildup using advanced techniques including AirFlow high-pressure water, air, and fine powder cleaning.
• Fluorizzazione (Fluoride treatment) Professional fluoride treatment applied to teeth for dental caries prevention, with emphasis on use in pediatric and preventive programs.
• Conservativa ed Endodonzia (Restorative dentistry and endodontics) Restorative dentistry and root canal treatments that repair damaged teeth and treat infected dental pulp.
• Impianti dentali (Dental implants) Dental implant services including traditional implants, All-on-Four full arch solutions, and treatments for patients with limited bone density using custom titanium mesh technology.
• Ortodonzia tradizionale (Traditional orthodontics) Traditional fixed and removable orthodontic treatments for correcting dental misalignment and malocclusions.
• Ortodonzia trasparente (Clear aligner orthodontics) Clear aligner orthodontic treatment using transparent removable aligners for teeth straightening.
• Chirurgia - Estrazioni (Oral surgery and extractions) Oral surgery services including tooth extractions and surgical procedures performed in network clinics.
• Protesi dentaria (Dental prosthetics) Dental prosthetics including crowns, bridges, and dentures, with zirconium crown options for natural aesthetics and durability.
• Parodontologia (Periodontology) Periodontal treatment services for gum disease, including diagnosis and treatment of periodontal pockets, gingivitis, and periodontitis.
• Faccette dentali (Dental veneers) Porcelain dental veneers for masking dental imperfections and improving smile aesthetics.
• Sbiancamento dentale (Professional teeth whitening) Professional teeth-whitening treatments, including LED-activated procedures for stain removal and smile brightening.
• Brillantino (Tooth gem application) Tooth gem application service for decorative dental embellishment.
• Medicina estetica per il viso (Facial aesthetic medicine) Facial aesthetic medicine services including hyaluronic acid fillers for cheeks and facial rejuvenation treatments.
• Dentista per bambini (Pediatric dentistry) Pediatric dentistry services specialized for children's oral health needs, including first dental visits, fluoride treatment, and ongoing preventive care.
• Card Primo (Preventive care membership) Membership program providing pre-planned preventive dental care visits and ongoing treatment planning on an annual subscription basis for individuals and families.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Lloyd's Insurance Company / Dual ItaliacoreOthersInsurance coverage provider for the dental network. Policy RCT/RCO: HC-00MI372560 with coverage of €2,000,000 per incident. Includes optional coverage for gross negligence, sanitary director, radioactive substances, and self-insurance retention (SIR) of €50,000.
• Insurance Companies (Convenzioni Attive)coreChannel Partner/ Reseller/ DistributorActive insurance partnerships allowing patients to access dental services with reimbursement or reduced costs. Partnerships include health insurance funds and corporate wellness programs (convenzioni aziendali) for employee dental benefits.
• Primo LabcoreTechnology or IntegrationOwned dental laboratory described as the largest in Italy, designed to guarantee quality and rapid delivery times for dental prosthetics and restorations. Integrated with the dental center network.
• CaredentcoreStrategic or Co-development PartnerPart of the same healthcare network (Primo-Caredent), Caredent operates dental centers as a reference point for people seeking oral health. Shared brand positioning and network benefits.
• Centri Medici Primo (Primo Medici)coreStrategic or Co-development PartnerMultispecialist medical center network (poliambulatorio multispecialistico) integrated with dental services. Offers specialist medical visits including nutrition, psychology, sports fitness, osteopathy, and speech therapy. Website reference at centrimediciprimo.it.
• Agape di Mamma Nina (Carpi)minorGTM or Marketing PartnerCharitable partnership providing dental care access to people in difficulty. Example: May 9 event at Carpi center opened doors to charity organization guests and volunteers for free dental care.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• DentalPro: Italy's other large-scale dental clinic chain, operating a multi-region network of owned clinics offering general dentistry, implants, and orthodontics on a private-pay and insurance-convenzionato model — directly comparable to Primo's group-practice go-to-market.
• Vitaldent: Spanish dental clinic chain (historically owned by Advent, now under ONTHEDENT Group) operating high-volume owned clinics — Europe's most analogous DSO archetype to Primo in terms of pricing model, multi-region rollout, and service breadth.
• Dentix (ONTHEDENT): European (Spain-origin) dental chain consolidated under ONTHEDENT with clinics across multiple countries — comparable as a multi-region DSO pursuing aggressive roll-up, similar to Primo's M&A-led expansion strategy.
• MB2 Dental Solutions: US dental partnership network aggregating owner-doctor practices — relevant peer for DSO consolidation strategy, doctor-retention model, and multi-state governance even though operating in a different geography.

Broad incumbents

• Aspen Dental: Largest US DSO with 1,000+ branded clinics offering general dentistry, implants, and clear aligners — broader incumbent benchmark for DSO unit economics, marketing-driven patient acquisition, and insurance participation models relevant to Primo.
• Heartland Dental: US-based dental support organization supporting hundreds of affiliated offices with back-office, clinical, and education services — comparable as a scaled DSO with internal training/culture programs analogous to Primo Caredent Academy.
• Pacific Dental Services: Major US DSO supporting 900+ practices with clinical technology and operational infrastructure — comparable for evidence of how tech-enabled standardization (e.g., digital imaging, EHR integration) can drive DSO scale, applicable to Primo's scanner/radiology stack.
• Straumann Group: Global dental implant and prosthetics incumbent that supplies implant systems and digital workflows used by DSOs — relevant incumbent for implant-system procurement economics that shape Primo's implant service margins.

Emerging players

• Impress: European clear-aligner orthodontics brand combining direct-to-consumer channels with physical clinics — adjacent emerging peer in modern orthodontics delivery, overlapping with Primo's Ortodonzia Trasparente offering.

Regional players

• Bupa Dental Care: UK-network dental clinic operator owned by Bupa, offering mixed NHS/private dental services across hundreds of centers — regionally comparable incumbent for how an insurance-backed owner scales a multi-site dental network under regulated reimbursement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/cdprimo
• LinkedInlinkedin.com/company/centri-dentistici-primo

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Centri Dentistici Primo