What a Dental Practice's Website Tells a Supply Rep Before the Call

Since October we read each dental practice's own website once a month and keep what it says as dated mentions: the scanner it names, the implant system, the aligner brand, the financing plans, the payer lines, the hours, the languages. The mentions sit on the provider page, in the reading pane and in the practice brief, and the Filters sheet picks practices by them. This post is the first read of the whole corpus, as of October 28, 2026, across the 42 enriched states and DC.

Four dentists in ten have a site we could verify

Of the 242,747 active dentists in the enriched states, 99,157 sit at a practice with a verified website, 40.8%, about 60,000 distinct sites. Verified means our own fetch confirmed the page is the practice's: it printed the practice phone or its street on the day we checked. The site itself comes from Overture Maps open data or from a DSO brand's own office page; we never guess a site from the practice name alone.

The share runs from 58% in South Dakota, 56% in Delaware and 54% in Iowa down to 27% in Pennsylvania, 31% in New Mexico and Hawaii, 32% in West Virginia and 33% in New York. Texas sits at 43%, Florida at 42%, California at 36%. The rest of the dentists are not all without a site: some have one our open data did not carry, and some have a page that draws its phone with a script our fetch could not read. The list is a lead on web presence, never a count of practices without a website.

The scanner on the site is the upgrade conversation

21,661 dentists' sites mention an intraoral scanner without naming it. Where the page names a brand, CEREC leads: 12,034 dentists, against 5,168 for iTero, 932 for 3Shape TRIOS, 545 for Primescan and 144 for Medit. A rep selling scanners reads that two ways. A named competitor is the trade-in or second-unit conversation, and the site has already said which brand you are up against. A practice that says nothing has told you nothing, which is different from not having one.

Implants are listed everywhere and named almost nowhere

60,146 dentists' sites list implants as a service. Only a few name the system: Straumann on 320, Nobel Biocare on 254, BioHorizons on 82, Neodent on 28. Aligners are the opposite: the brand is the point of the page. Invisalign appears on 37,239 dentists' sites, SureSmile on 2,176, ClearCorrect on 2,062, Spark on 332, Candid on 297. For an implant rep the named-system list is short and worth every call; for an aligner rep the Invisalign pages are the displacement universe.

Financing lines and the patients they signal

CareCredit is on 28,824 dentists' sites. Sunbit follows at 3,993, Cherry at 3,637, LendingClub at 1,710, Proceed Finance at 1,238 and Alphaeon at 534. A buy-now-pay-later line on the site says the practice sells elective work and expects patients to finance it, which is the cosmetic, aligner and implant market in one filter. On the payer side, the sites of 20,256 dentists say the practice is in network with PPO plans, 12,739 advertise Saturday hours, 9,314 say they take Medicaid, and 1,276 say fee for service or out of network.

What a mention is not

A mention is what the practice chose to publish, dated by when we read it. It is never a count of what the practice owns, never a verified fact, and it never enters the acquisition score. A site that names iTero almost always has one; a site that says nothing tells you nothing. The Medicaid line is what the site says, and it stays separate from the state-listed roster we publish for the Medicaid directory. Families whose hand-checked precision read fell short, such as hiring and retirement notices, are not offered at all until a second pass passes.

How we read it

ProviderSignalBot visits a verified site once a month: the homepage and up to four pages it picks (services, technology, financing, about). It keeps the mentions as flags and the date; the page text is never stored. The open data behind the site lookup is Overture Maps (CDLA Permissive 2.0), and the full source list is on the data sources page. A practice that would rather not be read can opt out on the bot page. In the product, the Website mentions section of the Filters sheet picks one brand or any mention in a family, the export carries a Website Mentions column, and the supply-rep use case shows how the scanner scenario plays out.