The XPsquared online community brings dentists, dental product manufacturers together

July 17, 2012
Thais Carter

Issue 7

In light of the July 1 launch of XPsquared- an online community for dental professionals and the companies that serve them-we spoke with Managing Director Bill Martin, to see where this new offering fits into the wider landscape of trade shows and CE opportunities in the dental field.  

In light of the July 1 launch of XPsquared- an online community for dental professionals and the companies that serve them-we spoke with Managing Director Bill Martin, to see where this new offering fits into the wider landscape of trade shows and CE opportunities in the dental field.

 

Where do you see this new online opportunity fitting into the shifting landscape of events?

XPsquared is not looking to replace live dental trade shows. Rather, we offer another channel for vendors and an online community that address many needs of busy dental professionals: immediate access to high-quality online dental CE, an easy way to retrieve dental industry resources, an ability to network with their peers, and a comprehensive, user-friendly way to research and gain information about the products and services of dental vendors. Community members can visit company websites, compare products, download white papers, contact sales reps and watch product demos-all from the comfort of their home or office-365 days a year, 24/7.

We are in a world of instant information. XPsquared, with its combined resources and applications, connects 21st century technologies, communications and expectations to the entire dental industry.

You talk about offering “exhibitors” not only more access to potential clients, but more purposed access. Describe what you mean.

Companies have a variety of ways to craft a targeted message to potential clients. Exhibitor booths can have a plasma video screen that delivers a focused message to booth visitors. Under the plasma screen, a company can insert a scrolling message, such as a promotion that has a hyperlink to the company website. Exhibitors have no limit to the number of videos, white papers, Web links or product brochures they can post for booth visitors to take home in their virtual briefcase. All of these vehicles allow companies to have a more directed message to potential clients.

Companies also can have more “purposed” interactions with potential clients. They can host events by invitation-only in the community’s Conference Center, or, they can create their own mini-study club by inviting a group of dentists to visit their booth and have a live “chat” about new products or techniques. On the flip side, dental professionals can reach out directly to a company representative via email or in the chat room.

Learn how to register to XPsquared in the video below:

What digital tools will be available to help dentists engage once in the online community environment?

They can peruse dental vendors with ease. They won’t have to Google topics or company names to find their websites, but will have them aggregated under one roof in the XPsquared community.

The online community also provides the dental professional with time to explore and digest a new product or service, without the pressures of a “hard sell.” They can methodically use the site to collect information and then link seamlessly to the company’s website to make a purchase. They can chat with other dentists or visit the resource center. Entrepreneurial dentists can use the conference center for their own purposes by renting a room to hold their own seminars. For instance, a Seattle Study Club could hold a national event instead of a local one.

How will you set your courses apart from other live and online CE currently available?

Many CE providers offer good courses but they are often one-off courses on narrow topics. While they are of interest, they may not provide material the learner can apply the next day. Our courses, which are offered by XPsquared’s sister company, xpAPce, are practical, provide tangible information and impart skills that will enhance decision-making and treatment options. Our Scholars have all been charged with the following mantra: present courses that improve patient outcomes and reduce risk. And in the process, lessen the dentists’ own stress.

In addition, while others give courses underwritten by dental vendors, distributors or manufacturers, our CERP-approved courses are independent of corporate involvement and focused purely on education. Our Scholars will not direct learners to a specific product, but rather, our teaching mission is to provide meaningful information that will help make dentists more marketable and comfortable with new techniques and technologies.