Are Dental Trade Shows Dead?

Jun 12, 2025

Are Dental Trade Shows Dead?

Rethinking ROI, Relevance & the Future of Dental Industry Events

Featuring insights from Nipun Kathuria, CEO & Co-founder, Smile Genius

🎙️ "We’re not suggesting which format is better, but it’s clear the traditional trade show is evolving. The real question is, what format offers the best ROI for your business?" - Nipun Kathuria, CEO, Smile Genius

For decades, dental trade shows have been a staple for labs, manufacturers, and DSO leaders. They’ve offered a space for showcasing products, networking, and closing deals.

But as the landscape shifts, with decreasing attendance, rising costs, and the emergence of new event formats, the question arises:

👉 Are traditional dental trade shows dead, or are they just being redefined?

The Two Sides of the Trade Show Debate

Smile Genius CEO, Nipun Kathuria, recently reflected on this during a discussion on upcoming events like the UK Dental Forum:

"We’re seeing declining footfall at many of the traditional trade shows. At the same time, other event formats, like curated forums and boutique summits, are gaining traction and delivering stronger ROI for certain labs."

Let’s break it down.

The Pros of Attending Dental Trade Shows

Despite evolving trends, here are the key benefits that still make trade shows relevant:

1. Face-to-Face Conversations Still Win

Nothing replaces in-person networking. A handshake, a spontaneous demo, or a five-minute chat can do more than weeks of emails.

2. Brand Visibility & Trust Building

Trade shows offer your brand a physical presence. Especially for early-stage or scaling companies, this builds credibility fast.

3. Live Product Demos

"Seeing real user reactions during an on-site demo is invaluable for any product team," says Nipun. You get unfiltered feedback in a real-world setting.

4. Content Creation Opportunity

From booth videos to team interviews, these events are goldmines for evergreen content that can fuel your marketing channels for weeks.

The Challenges: Why Some Say Trade Shows Are Losing Relevance

Here’s the other side of the story:

1. High Costs, Unclear ROI

Booth rentals, logistics, travel, branding, all can easily run into tens of thousands with uncertain results.

2. Time Drain for Small Teams

Trade shows demand full-on commitment in prep, presence, and post-event follow-up, hard for lean teams.

3. Audience Quality Isn't Always Strategic

Not all attendees are your target buyers. Some shows pull general audiences, not decision-makers.

Hybrid & Curated Events: A Smarter Alternative?

“Is the traditional format, where all the sellers, buyers, and manufacturers gather in one big space, still the best one? That’s up for debate,” says Nipun.

At Smile Genius, we’ve found value in more curated events like the UK Dental Forum, which focuses on pre-qualified one-on-one meetings, strategy workshops, and actionable conversations,not just foot traffic.

"For many labs and startups, the ROI from these newer formats can be more measurable. It depends on your goals, whether it’s pipeline conversion or brand-building."

So, Are Trade Shows Dead?

Not quite. But they’re definitely changing.

What’s dying is the one-size-fits-all approach to trade shows.

Today’s event strategy needs to be:

Selective
Strategic
ROI-focused
Content-driven

As Nipun puts it: “It all boils down to your budget, your positioning, and whether you see events as a lead-generation activity or a brand awareness opportunity. Both approaches are valid, if done right.”

Final Takeaway: Be Present Where It Matters

In a world where digital-first relationships dominate, dental trade shows still have a place. But it’s up to you to pick the format, the message, and the moment that aligns with your growth goals.