The story
He created a category nobody believed in.
In 1993 there was no term for what he was proposing. No websites, no industry, no precedent. Just a dentist from Cartago who had noticed something while working as a tour guide: the North Americans he drove around kept telling him the same story about what dental care cost back home.
What followed was not a business plan. It was three years in the desert, one first patient who took a chance, and a decision that would take three decades to prove: that excellence and hospitality are not opposites, and that a patient who travels deserves more scrutiny, not less.

