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OmniVision Salus


OmniVision Salus

Ongoing, multi-client project also including the first Permanent Dental Observatory to be made available to institutions and companies.

It deals with a research project exploring themes related to attitudes, behaviors and dental care, with the possibility of expanding the scope of investigation to other aspects connected with health and well-being.

The project takes its first steps with a survey of the Italian and Spanish population but aims to quickly become a reference system at European level.

"We have created the first permanent monitoring system for the dental sector, covering attitudes, behaviors, needs, demand and market dynamics.

At the same time, we want to provide a reliable infrastructure for the collection of data and the realization of market research to be made available to institutions, scientific communities and companies interested in oral health, smile and well-being"

- Roberto Rosso, Key-Stone President


OmniVision Salus is an “omnibus”, repeated and multi-client research project conducted on the Italian population aged between 20 and 79, aimed at investigating themes related to their attitudes, behaviors and dental health, with the possibility of expanding its scope to other aspects connected to health and well-being.

The project was developed after two pilot surveys conducted in 2023 on a total sample of 5,500 individuals.

The OmniVision Salus research is of ongoing nature and consists of four distinct campaigns (referred to as “waves”) conducted quarterly on a sample of 2,500 individuals per wave.

Certain survey sections – particularly most questions related to the chapter “Permanent Dental Observatory” – will be repeated in all quarterly surveys, aiming to reach a total sample of 10,000 respondents within a year.

Starting from the fifth project wave, the sample will be “rolling”, i.e. the first 2,500 cases will be replaced with new 2,500 cases. This way, annual measurements – such as dentist visits, dental expenditure, oral care needs and expectations – will be assessed quarterly, but on a sample of 10,000 subjects based on “annual moving averages.” Within this context, a permanent collection system has been implemented in Italy for the brand tracking of major DSO companies.

Even phenomena of challenging statistical representativity, when analyzed through a single wave – such as the study of image, positioning, and customer experience of less widespread brands -, can be measured through the aggregation of multiple waves, thus reaching a significant number of eligible subjects.

Other features of the research will be regularly monitored over the years but only through a single annual wave, as it is deemed unnecessary to measure multiple times stable phenomena within a few months – e.g., incidence of certain pathologies, lack of teeth, oral hygiene habits, etc.- or when a single-wave sample involving 2,500 individuals is already statistically significant for specific analyses.

The opportunity to add ad-hoc sections and questions to different waves gives the opportunity to submit the study to institutions and companies as a multi-client project, with the option to invest on individual questions, create dedicated sections or to achieve a regular tracking on annual or semi-annual basis, according to specific needs.


The sample is derived from different consumer panels and lists of individuals between 20 and 79 years of age, randomly selected from telephone directories. Interviews are conducted 80% via CAWI (online) and 20% via CATI (telephone).

With the aim of representing the reference universe as faithfully as possible, the sample includes a preliminary stratification based on ISTAT parameters, specifically:

  • Regions,
  • Gender,
  • Age groups,
  • Educational levels.

Phone interviews are primarily directed towards the older and less educated population segment, who is difficult to reach online. The segment of children and adolescents is also monitored, as specific questions will be asked to parents with dependent children under 20 years of age.


Throughout Europe, data regarding citizens’ attitudes, behaviors, needs and expenditure related to oral health are severely lacking.

For this reason, Key-Stone aims to establish a “Permanent Dental Observatory” to systematically measure and track values, volumes and trends in dental demand in Italy and Spain over time.

For this purpose, appropriate weighting of results will be tested and implemented, considering both the less wealthy share of population, not reachable by surveys, and the demand for materials by dental clinics and prosthetic laboratories, which the Institute has been reliably and regularly measuring for years.

The overall findings, related to key dental demand data will be made freely available to institutions, companies and the media.

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Dental offer in Italy is extremely fragmented, with approximately 38,000 dental practices located across the country, of which fewer than 1,000 belong to DSO networks.

In such a fragmented context, it is practically impossible to reach a statistically significant number of respondents through random sampling, to measure the performance of single professionals. A sample of 10,000 individuals, evolving into a “rolling” sample over the years, allows for tracking the presence and image of companies belonging to the DSO. Additionally, there can be ad-hoc oversampling for companies located in specific territories. This provides an excellent opportunity for corporate dentistry to regularly check their positioning with minimal investments, especially in a multi-client context.


The project represents a veritable market research infrastructure made available to institutional, scientific, academic and entrepreneurial professionals, to be used according to their needs.

In one or more waves, there is the possibility of adding customized and exclusive questions (maximum 10-12) or sections, which could be entirely extemporaneous or meant to collect information according to fixed periodicity (quarterly, semi-annual, annual, biennial, etc.), with the aim to monitor strategic KPIs to the involved operators.

In this case as well, the focus of the project is to provide strong thematic coherence, which is rarely achievable with traditional omnibus surveys on the market. Moreover, this is accomplished with minimal investments, considering the substantial size of the sample.


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