Eric Stetzel, Founder and Chief Strategic Officer of PracticeProtection, is the dental supplier who founded Panoramic Corporation and pioneered putting whole-mouth x-ray machines in dental offices in the 1980’s and 90’s. Panoramic placed its machines in dental practices with no up-front cost and dentists were charged only a modest fee per x-ray. This opened an important and untapped income stream for all the participating dentists. Everyone benefited from the Panoramic program: the patients, the dentists and Panoramic, which has dominated the dental x-ray market ever since the 1990’s. Panoramic does not rely on third-party distributors to sell its products; rather, it markets directly to dental practices around the country, which results in cost-effective products and superior service.