IDS (International Dental Show) is the world’s largest dental fair, held every two years in Cologne—and 2023 marked its centennial year. In one intense week, it offered something you rarely get elsewhere: a dense, face-to-face read on the market, buyers, regulations, and potential partners under one roof.
1) Market pulse (benchmarking)
The quickest reality checks came in corridor conversations: “fewer clicks during the day,” “mobile visibility,” “clear summary screens,” “transparent security.” Those asks lined up with global currents—mobile as standard, cloud mainstreaming, and rising integration needs.
2) Product direction (prioritization)
We saw faster adoption for small, measurable improvements that ease daily workflows immediately (concise copy, shorter approvals, single-glance summaries) versus big, long-horizon projects. Automation in booking/communications/reporting is no longer a concept—it’s expected to speed decisions now.
3) Partnership lane (channels & allies)
Distributors, integration partners, and multi-location clinic groups—especially across Europe—are leaning toward pilot/POC first, phased rollout later. IDS’s global mix made those talks practical, not theoretical.
4) Compliance & trust (buying criteria)
Questions were direct: Who can see which data? How long is it kept? How is it backed up? The takeaway: cloud is acceptable when implemented correctly, and clear, public security/retention policies move deals forward.
5) Content & visibility (PR & education)
Even without a product launch, IDS multiplies “from-the-floor” content—micro-flows, Q&A notes, and recap posts—that teams and clinicians actually read. The centennial context boosted organic reach and credibility.
Because IDS lets you test product, market, compliance, and partnerships in one sprint. It compresses a year of scattered feedback into five days of direct, in-person signal—especially visible in a centennial year.
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