The Race for Dental Market Leadership Starts Today

Provider confidence is growing

The Health Policy Institute, sponsored by the American Dental Association (ADA), recently surveyed over 3,000 dentists (December 16-24, 2024) to gauge confidence in the economic outlook for the dental sector. The results indicate a significant rise in optimism, suggesting a strong business climate for dental manufacturers and distributors.¹

Key data points:

• Nearly 68% of surveyed dentists reported higher confidence in patient demand and revenue growth. This is an increase of close to 5% from the previous quarter.
• Compared to other healthcare sectors, the dental sector is often considered relatively resilient, particularly during economic downturns, due to the consistent demand for basic dental care, which people tend to prioritize even when finances are tight.

Strategic takeaway: Manufacturers and distributors should align their marketing efforts to capitalize on this momentum, ensuring their brands are top-of-mind as practices and DSOs look to expand.

Dental care is an under-penetrated market

Despite advancements in oral healthcare, dental care utilization in the U.S. remains significantly lower than other healthcare services. According to the ADA, only 45% of the U.S. population visited a dentist in 2021, underscoring the untapped potential for expanding patient engagement.²

Market opportunity:

• The Business Research Company has estimated that the global dental equipment and supplies market reached roughly $24 billion in 2024 and will continue to grow by 10-11% over the next five years.³
• Statista.com has reported that the dental equipment industry in the U.S. invested approximately $9 million in advertising in 2023, up 3% from the previous year. Companies in the dental sector are increasing their investment in the marketing of products to attract new customers.

Strategic takeaway: Dental manufacturers and distributors that invest in consumer awareness campaigns and education-based marketing can help drive patient growth, benefiting both their brands and the providers they serve.

The growing influence of DSOs

DSOs are transforming how dental products are purchased, creating both challenges and opportunities for manufacturers and distributors. The centralized procurement model enables bulk purchasing decisions, often shifting marketing strategies away from individual practices toward group-level targeting.

Key data points:

• Daiwa Corporate (DC) Advisory, an international financial institution, has reported has reported that DSOs account for roughly 25-30% of patient management in the U.S. About 20% of dentists are affiliated with DSOs, a sharp increase from just five years ago.
• DSOs prioritize cost-efficiency, scalability, and technological integration, requiring tailored marketing approaches.

Strategic takeaway: Manufacturers and distributors should refine their B2B marketing strategies to appeal to DSOs, leveraging account-based marketing (ABM) tactics, bulk purchase incentives, and educational partnerships.

Digital transformation and the new generation of dentists

The dental workforce is shifting, with younger dentists adopting new digital technologies and changing how purchasing decisions are made.

Key trends:

• The average age of dentists has decreased to 8 years, down from 50 in 2014, signaling a shift toward younger, digitally savvy professionals.
• Digital tools, including AI-driven diagnostics and teledentistry, are gaining traction, influencing product adoption.

Strategic takeaway: To reach the modern dentist, manufacturers must enhance their digital marketing presence, leveraging data-driven advertising, educational content, and targeted online engagement strategies.

Financial ROI of dental marketing

To justify increased marketing investment, executives need clear financial metrics that demonstrate a measurable return on investment (ROI).

Strategic takeaway: Demonstrating measurable financial impact is crucial. Marketers should track ROI, CAC, and LTV metrics to refine strategies and maximize returns.

Partnering with BNO for accelerated growth

BNO is uniquely positioned to help dental brands navigate the evolving marketing landscape. Our Dental Industry Working Team brings deep expertise in commercializing dental products, delivering innovative strategies that drive competitive advantages.

How BNO delivers value:

• ACXelerate™ methodology: A proprietary framework designed to streamline marketing execution and maximize impact.
• Industry-specific expertise: Deep understanding of DSO procurement, digital marketing for younger dentists, and B2B growth strategies.

Next steps: Take action now

To capitalize on current market trends and gain a strategic edge, now is the time to invest in dental marketing. BNO offers a complimentary marketing assessment to help dental manufacturers and distributors develop high-impact strategies.

📞 Contact our dental industry specialists today to schedule your consultation and position your brand for success.

References:

1.) Economic Outlook and Emerging Issues in Dentistry

2.) National Trends in Dental Care Use, Dental Insurance Coverage, and Cost Barriers

3.) Dental Equipment And Supplies Global Market Report 2025