Dental Channel · 24 September 2026
The dental channel does not behave like retail
Brands that succeed in retail often assume dentistry is the same game at a smaller scale. It is not. The order is small, frequent and clinically specific, and the person deciding is the person who will use the product on a patient that afternoon.
There is no shelf to win and no planogram to negotiate. There is a practitioner who has used the same material for eleven years and will not change for a price difference. Trust is built by the person who turns up every week, not by a campaign.
Which is why distribution matters more here than almost anywhere. A new line introduced by someone the practice already relies on gets tried. The same line in a mailshot does not.
Send us your range.
Tell us what you make and which shelves it belongs on.