200+ Vendor Choices. 100% Independent. Expert Guidance.
Make confident vendor decisions with truly independent guidance. From discovery to deep diligence, we help you navigate technology choices that impact your P&L—with objectivity you can trust.
The Dental Technology Landscape Has Never Been More Complex
Every week brings new vendors promising to transform your practice. But which ones actually move your P&L?
Overwhelming Choice
From practice management to AI-powered diagnostics, there are now 200+ specialized vendors competing for your budget. Every week brings new "game-changing" solutions—but which ones actually move your P&L?
Biased Information
Most vendor "advisors" earn commissions. Most review sites are pay-to-play. Most consultants have preferred partnerships. Where do you turn for genuinely independent guidance?
High Stakes
The wrong PMS costs you 18+ months and six figures. The wrong RCM vendor costs you 5-8% of collections. The wrong AI platform costs you competitive advantage. These decisions matter.
I started Optimize after years of frustration with the dental vendor selection process.
At Henry Schein One, I was responsible for helping clients make high-stakes technology decisions, but the information they needed to make confident choices was almost never available—and at best, biased. The landscape was fragmented, vendors were opaque, and credible intel on real-world performance was nearly impossible to find.
Crucially, the cost of a wrong decision was high—both for the dental practices and for the patients they serve.
Today, with the rise of AI, the stakes are even higher.
AI is transforming dental care. The practices and DSOs that can quickly identify and adopt the right tools will thrive, delivering better care at lower cost. Those that can't risk falling behind operationally, financially, and clinically.
Without better resources, dental leaders risk missing a once-in-a-generation opportunity.
That's where Optimize comes in.
We exist to help dental organizations make sense of the noise—from discovery through implementation and adoption of the right technology for your specific situation.
We've mapped over 200 vendors across the six core functions that drive your P&L. We've implemented systems across every major platform. We've seen what works, what fails, and why.
Most importantly: we don't take vendor commissions. Ever. Our only stake is in your success.
— Jill Nesbitt
Founder, Optimize Dental
"Over 25 years, I've mapped every vendor category that touches your P&L.
Here's what that landscape actually looks like:"
64 Categories. 702+ Vendors.
The complete landscape of dental technology—organized by how it impacts your P&L.
People Operations
Hire, train, schedule, and manage your dental team
Credentialing
Provider license verification and tracking
HRP
Human resource planning and management
Marketplace
Dental staffing marketplaces
Job Boards
Dental-specific job posting platforms
Training
Staff training and development
LMS
Learning management systems and CE tracking
Scheduling
Staff scheduling and shift management
Growth Operations
Attract new patients and grow your practice
Ad Management
Digital advertising and PPC management
Email Campaigns
Email marketing and automation
Website
Website platforms and hosting
Ortho as a Service
Outsourced orthodontic services
Treatment Follow Up
Patient follow-up automation
Mobile App
Patient-facing mobile applications
Virtual Services
Virtual consultation platforms
Consumer Products
Patient retail and home care products
Specialty Equipment
Specialized dental equipment sales
Specialty Referral Mngmt
Specialist referral coordination
Clinical Operations
Deliver excellent clinical care with the right technology
Computer Vision
AI-powered image analysis
Digital Radiography
Digital x-ray systems and sensors
Clinical Decision Support
AI treatment recommendations
Digital Scanner
Intraoral scanning systems
Scribe
AI clinical documentation
Coaching
Clinical coaching and consulting
Xray Software
Radiograph viewing and management
CBCT 3D Scan
Cone beam CT imaging
Exocad
CAD/CAM design software
3D Printer
In-office 3D printing
2D Xray
Traditional digital radiography
Lasers
Soft and hard tissue lasers
Risk Assessment
Caries and perio risk tools
Patient Operations
Deliver exceptional patient experiences
Phones VOIP
Cloud-based phone systems
Phones AI
AI-powered call handling
Phone Q/A
Call quality monitoring
Call Center
Outsourced call center services
CRM
Patient relationship management
Patient Education
Treatment education content
Process Automation
Workflow automation tools
Missed Calls
Missed call tracking and follow-up
Ortho Module
Orthodontic patient management
Referral Mngmt
Patient referral tracking
Specialty Management
Specialty practice workflows
Patient Forms
Digital intake and consent forms
Revenue Operations
Maximize collections and financial performance
Patient Payments
Payment processing and POS
Claims Management
Electronic claims submission
Credit Card Processing
Merchant services and terminals
Membership Plans
In-house subscription programs
Investment
Practice investment and growth capital
Financial Software
Accounting and financial management
Claims Tracking
Claims status and follow-up
In House Financing
Patient payment plans
Patient Financing
Third-party financing options
Investment Readiness
DSO and PE preparation
Fee Negotiations
Insurance fee schedule optimization
Verification
Insurance eligibility verification
Analytics
Revenue analytics and BI
Payment Posting
Automated ERA posting
Facilities Operations
Maintain infrastructure, compliance, and operations
Equipment Management
Equipment tracking and maintenance
Help Desk
IT support ticketing
MSP
Managed service providers
IT Management
IT infrastructure management
Leases + Real Estate
Location and lease management
Password Management
Credential and access security
Cleaning Maintenance
Facility cleaning services
Certifications Management
Compliance and certifications
"Overwhelmed? That's exactly why independent guidance matters.
Here's how we help you navigate this complexity:
From Overwhelmed to Confident
We guide you through vendor selection with objectivity, experience, and zero vendor bias.
Define Your Destination
We start by understanding your business objectives—not by showing you software demos. What P&L outcomes are you trying to drive? What operational challenges are you solving?
Deep Diligence
We conduct objective, comprehensive evaluation across your finalist vendors. No vendor pays for favorable positioning. Just honest analysis based on hundreds of implementations.
Confident Decision
You make your final selection armed with everything you need: objective data, real-world insights, and the confidence that comes from truly independent guidance.
Timeline: 4-6 weeks from kickoff to final recommendation
How We Evaluate Vendors (So You Don't Have To)
Our product-agnostic evaluation framework, refined over 1000+ implementations
Strategic Fit
Does it solve your actual business problem?
Implementation Complexity
What's the real cost in time and disruption?
Total Cost of Ownership
License + integration + training + support
Change Management Impact
Will your team actually adopt it?
Vendor Stability
Are they financially sound? Where are they headed?
Real Decisions. Real Results.
DSO PMS Consolidation
Client had 6 legacy PMS systems across acquisitions. We evaluated 8 platforms, conducted deep diligence on 3 finalists.
AI Diagnostics Integration
Multi-location practice faced 15+ vendor options. We mapped use cases and evaluated clinical evidence.
RCM Vendor Switch
Practice losing 8% revenue to poor RCM performance. We identified misaligned incentives in current contract.
Expert Guides & Tools
Ultimate PMS Comparison Guide
One-pager comparing top 6 PMS systems
Vendor Contract Red Flags
What to watch for in vendor agreements
True Cost Calculator
Calculate total impact of vendor decisions
AI Vendor Landscape 2025
Comprehensive AI vendor overview
Ready to Navigate Your Vendor Decision?
Whether you're evaluating a PMS switch, selecting AI diagnostics, or choosing an RCM partner— let's start with a conversation about where you want to be.