Trends Seen at IDS 2025 & Insights on Inaugural Global DSO Summit

IDS 2025: Shaping Dentistry’s Future Through Collaboration and Purposeful Marketing

The energy at IDS 2025 in Cologne was unmistakable. After several years marked by cautious optimism and digital substitutes, this year’s show felt like a reawakening. From full-capacity pavilions to bold brand storytelling, it was clear: the dental industry isn’t just back—it’s entering a new phase of purpose-driven momentum.

As a marketing executive entrenched in the dental world, the event stood out not only for its magnitude but also for a visible transformation in how brands are positioning themselves. The message was clear: this wasn’t simply about selling products or showcasing features—it was about creating ecosystems, solutions, and genuine partnerships. Marketing strategies have matured, with brands balancing innovation with practicality and authenticity. Meanwhile, DSOs, once seen as a specialized subset of the industry, have evolved into trailblazers, actively shaping the future of care across global markets.

A Global Dialogue with Common Ground

Although IDS is an inherently international gathering, what resonated most profoundly was the shared vision and challenges articulated by industry leaders from different regions. Whether hearing perspectives from executives in North America, Europe, or Asia, a striking consistency emerged: the need to recruit and retain skilled clinicians, achieve scalable growth without compromising quality, and stand out in an increasingly competitive marketplace.

What’s evolving, though, is the tone. There’s less attention to the pressures of consolidation and more confidence in the models that have proven themselves. DSOs and large group practices are shaping the future of care delivery—and vendors know it.

Another unifying theme was a renewed emphasis on patient experience. Across regions, the most forward-thinking providers are focusing on service design, continuity of care, and emotionally resonant branding. Clinical quality, once the ultimate differentiator, is now all but assumed. The new question is: how do patients feel? The DSOs poised to lead understand the importance of fostering trust, comfort, and loyalty—before, during, and after every appointment.

A Return to Bold Branding and Authenticity

Walking through the halls of IDS 2025, it was impossible to miss the striking visuals. From revamped logos to fresh color palettes and compelling booth designs, brands showcased bold rebrands reflective of their evolving identity. But these changes were far from superficial. Many companies shared how their marketing strategies have undergone significant evolution in recent years. 

 
Internal teams are expanding with new skill sets, customer journey mapping has become a critical tool, and marketing technologies like CRM systems and automation platforms are being optimized for precision, not just promotion. Insights gathered through more sophisticated segmentation are enabling brands to resonate deeply with their audiences.

For vendors catering to DSOs, this is especially crucial. DSO customers value clarity, ROI-focused solutions, and brands that genuinely understand the complexities of their operating models. At IDS, the most memorable exhibitors weren’t those with the loudest displays or flashiest campaigns but those who delivered authenticity, intentionality, and concrete value.

The Shift Toward Authentic Marketing

One of the most meaningful trends at IDS 2025 was the industry’s pivot toward honest and transparent marketing. In a market historically marked by grandiose promises, companies are beginning to prioritize integrity, acknowledging limitations while emphasizing strengths. The result? Deeper, more sustainable trust between vendors and their partners.

For DSOs, this shift is especially significant. These organizations aren't looking for one-off products—they’re looking for long-term collaborators who can meet their operational demands at scale. Marketing campaigns that convey reliability, adaptability, and a commitment to real-world outcomes are the ones that stand out in this relationship-driven industry.

Interactive experiences also played a starring role. One booth offered a dynamic journey-mapping tool where participants could customize solutions based on their organization’s unique needs. Another captured real-time insights through digital surveys and delivered tailored follow-ups to attendees. This isn’t just innovative marketing—it’s a reflection of how the industry is evolving to genuinely listen, engage, and co-create with its audience.

DSOs Take Center Stage

Throughout the event, one thing was clear: DSOs are no longer merely part of the equation—they’ve become its very foundation. Vendors are building entire go-to-market strategies around these enterprise models, while product roadmaps are increasingly shaped by the needs and input of DSO clinical committees and operational leaders.

What’s particularly inspiring is the dual focus DSOs are embracing: optimizing for both patient outcomes and scalable growth. These organizations are demonstrating that scale and quality are not mutually exclusive; they’re interdependent goals. For marketers, this means crafting messages that appeal to both operators seeking efficiency and clinicians prioritizing autonomy and excellence in care.

The Inaugural Global DSO Summit: A Milestone in Collaboration

While IDS 2025 showcased hundreds of impressive advancements, the first-ever Global DSO Summit—organized by Women in DSO®—stood out for its focus and purpose.

Held at the Hyatt Regency near the main event, the summit provided a space for meaningful discussions, international collaboration, shared insights, and thought leadership. This was the first time a truly global event focused exclusively on DSOs had been held alongside IDS, and the timing couldn’t have been better.

The summit was filled with influential voices from across the industry—CEOs, clinicians, marketers, investors, and operations leaders—sharing perspectives on growth, retention, wellness, leadership, and the future of clinical integration. The half-day event was packed with actionable content, with a few standout themes:

• • • The rise of women in leadership: Far from being symbolic, the summit highlighted just how influential women have become in shaping clinical strategy, scaling operations, and innovating. Panels included CMOs, COOs, and clinicians leading enterprise groups across continents.
      
      
    • Evolving DSO models: While consolidation remains a force, there’s more variety than ever in how DSOs are structured. Joint ventures, de novos, regional affiliations, and hybrid equity models were all explored in detail—with case studies on what’s working (and what’s not).
      
      
    • Patient retention through experience design: A panel on service excellence shared how patient loyalty and lifetime value are becoming central KPIs in DSO marketing. Brands that succeed are creating frictionless, high-touch experiences that feel consistent across practice locations

Far from being a side event, the summit was a declaration that DSOs are not just growing—they’re maturing, diversifying, and becoming more thoughtful about how they engage with vendors.

Closing Thoughts: A New Era of Marketing and Purpose

IDS 2025 will be remembered not only as a monumental event but as a defining moment for dentistry’s evolution. It brought together a global community not just to transact, but to connect, learn, and shape a better future.

As a marketer, this event was a profound reminder of the power and responsibility we hold. Our role isn’t just about crafting compelling messages or polished visuals—it’s about fostering trust and providing clarity in an increasingly complex world. That means embracing honesty, championing collaboration, and delivering value with every touchpoint.

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About Allison Alexander

Allison Alexander is Vice President at Darby Group Companies and the Founder and President of Figment Creative, a boutique marketing consultancy specializing in brand strategy and growth marketing. With a background spanning B2B, fashion, and retail, she is known for developing distinctive brand identities that foster engagement and lasting connections. After more than a decade in the fashion industry, she transitioned into the dental space in 2014, bringing a fresh perspective to modernize marketing in a traditionally conservative industry. Drawing on her experience in fast-paced, visually driven markets, she has helped reshape how brands connect with their audiences, blending creativity with strategy to drive meaningful engagement.

Previously, Allison served as VP of Marketing for Darby Dental Supply, where she led the company’s first rebranding in 75 years, enhancing its market position and brand identity. Beyond her work in marketing and brand development, she serves on the board of directors for Step by Step Supportive Services and is the Chair of the Professional Development Committee for Women in DSO. She holds a BA from The Ohio State University and an MBA in marketing, finance, and change management from New York University.