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Professional Courtesy Thomas Giacobbi, DDS, FAGD, Editorial Director, Dentaltown Magazine

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The Voice of the Customer
– by Thomas Giacobbi, DDS, FAGD, Editorial Director, Dentaltown Magazine

For the second time in as many years, 3M ESPE invited a group of Townies to its headquarters in Minnesota to tour its facilities and meet with the company's scientists and marketing department. I was very excited to join this group to learn more about 3M and to be part of the ongoing discussion for product research and development.

For the second time in as many years, 3M ESPE invited a group of Townies to its headquarters in Minnesota to tour its facilities and meet with the company's scientists and marketing department. I was very excited to join this group to learn more about 3M and to be part of the ongoing discussion for product research and development.

3M ESPE takes what they call "the voice of the customer" very seriously. The people in our community should understand that they have a voice which is heard by many companies. Smart companies are learning that Dentaltown.com and Dentaltown Magazine provide the most direct connections to the wet-fingered dentists who use their products every day.

First, it should be said, our host, Mark Nelson was most gracious. The goal of this trip was twofold: to let Townies learn more in-depth detail about 3M's products and what they have to offer, and for 3M this was an opportunity to meet with real life practicing dentists who don't have an axe to grind and will share candid feedback on what they think of 3M and its products. Above all, it was a nice opportunity for Townies to find out what's coming.

3M is a very impressive company in many ways. It is extremely ethical, above board and very professional. For us, everything was arranged ahead of time. They sent us an itinerary of exactly what we would be doing from the moment we arrived at the airport on Thursday to our departure on Saturday afternoon. On the first night they had a nice reception with drinks and hors d'oeuvres. On Friday night after the all-day visit at 3M we enjoyed a seafood dinner together. The schedule wasn't jam-packed and we were still able to get home by Saturday night.

3M shared with us some new products that are launching soon and provided many opportunities for hands-on experience with existing products. We had a dialogue about those products, specifically about what makes them unique. If there is one message that stood out to the group, it is the depth and volume of research available to support the claims they make on each product's performance.

Years ago, companies would limit trips like this to a group of dentists known as Key Opinion Leaders (KOLs) because they would disseminate a company's message from the podium. With Dentaltown, the game has changed; now everybody in the audience has a voice and they can talk to each other instead of passively listening to a single person. These companies are discovering that they can directly engage the audience and get them to spread the message rather than focus on one particular KOL. We need volunteers to be a part of these grassroots groups.

Get Involved
We want you to get involved in sharing feedback directly with dental companies. It can start with something as simple as posting on Dentaltown.com and participating in online discussions. Sharing with your colleagues what works for you, what you like, and what things you have used in cases that make your treatment successful.

The next level of involvement is to join the Dentaltown Research Group. We have provided a button that reads "Join Survey Group" below the picture of the current cover of Dentaltown Magazine on the Dentaltown.com home page. You have also been asked to join our research group at the end of your TCA ballot. Provide the information that is requested and we will be in touch as needed.

What do members of the research group do? In addition to opportunities for trips to visit companies, they are periodically asked to complete short surveys on behalf of manufacturers as well as sample products. The companies ask dentists to use various products in their practices and fill out a short survey form afterward to let the company know what they think.

The most important part of being involved in a group like this is whatever you are asked to do; you should strive to do it promptly. When you are asked to fill out a survey, you are sent a product to sample, or when you are invited to go on a trip, respond, respond, respond. If you are putting your name in the hat to be part of the research group, please understand that it comes with some responsibility. We need people who we can count on, are interested in doing this and are serious about leaving dentistry better than when we found it.
Dentaltown Magazine
September 2025
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