Dentaltown August 2018 - 17
TG: When I search for Dentsply on Amazon, that comes up with more than 10,000 results. That's probably the first major household
brand, if you will, within the dental space that has had products on Amazon in a big way. Are products being supplied directly by Dentsply,
or are they coming from the manufacturer through a third party to Amazon?
CH: A very important construct for us is that we are a marketplace-a marketplace brings buyers and sellers together and allows them
to find the ability to trade with one another. That's very different from trying to shape demands. If we can make all the options available
to all of the customers, and we can make a wide range of customers available to all of the suppliers, things will shake out from there.
For us that includes all suppliers, so whether you're a manufacturer or distributor or some other kind of model, there's a place for you on
Amazon Business.
TG: Is there a resistance in the dental space for large manufacturers to embrace this marketplace model? Or what do you see is the
path moving forward to get more of those big-name products listed on the website in one way or another?
CH: Our goal is to make all sellers and suppliers aware of the toolkit that we have. They'll each use it in their own way, but there are
a number of new business practices that a supplier has to learn to be a good supplier on Amazon. If they are not used to selling online,
that can be a challenge; it can take them some time to get their senior leadership comfortable with our concepts, our language and our
model for how we bring their products to market.
TG: It seems like a lot of the fears come from not wanting to upset existing partnerships with the dental distributors, more so than
a fear of technology. How do you persuade the manufacturers to change that relationship, because they are protecting their distributor
relationship over selling things through the marketplace?
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