Dentalcare.com

What Dentalcare.com does

Dentalcare.com is a web-based dental professional education and resource platform operated by Procter & Gamble's Crest+Oral-B division (NYSE: PG). It provides more than 150 free continuing education (CE) courses, case studies, interactive learning modules, and patient education materials to dental professionals, dental and dental hygiene students, dental office managers, and hygienists. The platform features AGD PACE and AADH accreditation, real-time CE credit reporting through CE Broker, and faculty assignment tools that allow academic institutions to create course assignments for students. CE course content is developed by named dental experts and covers clinical topics (ergonomics, periodontal disease, airway health, Invisalign, caries management) alongside practice management and regulatory compliance.

The platform is paired with the Crest+Oral-B ProShop, a separate professional e-commerce storefront selling Crest and Oral-B products at professional-exclusive pricing — including the iO electric toothbrush product family (Personal, Transformational Gum Health, Ortho Essentials, iO9 Whitening & Gum Health), manual toothbrushes with CROSSACTION technology, Crest Pro-Health toothpaste formulations (stannous fluoride-based), Crest 3DWhitestrips whitening systems, Oral-B floss, Fixodent denture care, and children's oral care SKUs. Distribution is global, with localized country sites spanning 13 markets across North America, Europe, Oceania, and Asia.

The business model is freemium on the education side — CE courses are provided at no cost to dental professionals — with monetization occurring through product sales on the ProShop channel. Revenue is not separately disclosed for dentalcare.com as a standalone entity; financials roll up into P&G's Oral Health segment. The go-to-market motion combines product-led growth (free CE as the acquisition funnel, ProShop as the conversion point) with event-driven engagement via monthly live webinars (every 2nd Wednesday) and association partnerships with AGD, AADH, AAP, AAFP, ADHA, ADEA, IFDH, and Scientific American that embed Dentalcare.com into clinical standards and CE credit rails.

Name

Dentalcare.com

Legal name

Procter & Gamble

Website

https://dentalcare.com

Company type

Public

Operating status

Operating

Headcount range

1–10 employees

Short description

Dentalcare.com is a P&G-owned dental professional education platform offering 150+ free CE courses, case studies, and patient resources, paired with the Crest+Oral-B ProShop e-commerce channel for professional product sales across 13 international markets.

Ownership category

akta.pro rank

Product category

Dental Continuing Education

NAICS

Other Health and Personal Care Retailers (45619)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)

Keywords

• Dental continuing education
• Dental professional resources
• Oral health CE courses
• Dental hygiene training
• Professional dental education

Headquarters

HQ city

Muskogee

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Free CE Education Platform: Dentalcare.com provides free continuing education courses to dental professionals. Revenue is not generated directly from the CE platform but serves as a marketing and professional relationship tool for Crest+Oral-B products.
2. Crest+Oral-B Product Sales via ProShop: Products including electric toothbrushes, manual toothbrushes, toothpaste, whitening products, floss, mouthwash, and denture products are sold through the Crest+Oral-B ProShop at professional-exclusive pricing for dental offices and professionals.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Dentalcare.com is a free dental continuing education platform offering 150+ CE courses, case studies, interactive modules, and patient education resources for licensed dental professionals and dental students. It operates as an educational and marketing resource supporting Crest and Oral-B professional product lines, with actual product sales channeled through the separate Crest+Oral-B ProShop e-commerce site at professional-exclusive pricing.

Product overview

Dentalcare.com is a comprehensive dental professional education platform operated by Crest + Oral-B (Procter & Gamble). The platform consists of two main offerings: (1) the dentalcare.com CE Platform providing 154+ free continuing education courses, case studies, interactive modules, and patient education resources; and (2) Crest+Oral-B ProShop, an e-commerce platform for dental professionals to purchase oral care products including the Crest+Oral-B iO electric toothbrush line (Transformational Gum Health, Ortho Essentials, iO9 Whitening & Gum Health), manual toothbrushes, Crest Pro-Health toothpaste and mouthwash, Crest 3DWhitestrips whitening products, Oral-B floss, and Fixodent denture care products. The ProShop also offers specialized products for children including kids' electric and manual toothbrushes and color-changing toothpaste. The platform serves dental professionals, hygienists, assistants, students, and educators.

Differentiator

Problem solved

Functional benefit

Brands

• Crest + Oral-B ProShop: Professional e-commerce platform offering dental professional-exclusive pricing for Crest and Oral-B products
• #Hygienist Proud

Products and services

• dentalcare.com CE Platform A comprehensive dental continuing education platform offering 154+ free CE courses, case studies, interactive modules, and patient education resources for dental professionals and students.
• Crest+Oral-B ProShop Professional e-commerce platform offering Crest and Oral-B products including electric toothbrushes, manual toothbrushes, toothpaste, whitening products, floss, mouthwash, and denture care products at professional pricing for dental offices and professionals.
• CE Courses Dashboard Online dashboard for tracking completed CE courses, accessing certificates, and managing professional development records.
• Case Studies 32 dental case studies designed for dental hygiene students and practicing professionals, including patient documentation and clinical imaging.
• Interactive Modules Non-CE interactive learning modules covering periodontal exams, toothpaste recommendations, electric toothbrushes, and oral health innovations.
• Patient Education Resources Free educational materials for patients covering oral health topics including plaque, gingivitis, diabetes, cardiovascular disease, pregnancy, and Alzheimer's disease.
• Whole Body Health Platform Educational platform in partnership with Scientific American exploring the oral-systemic connection between periodontal disease and overall health conditions including cardiovascular disease, diabetes, pregnancy complications, and Alzheimer's Disease.
• Crest+Oral-B iO Electric Toothbrush System - Professional Personal Use Professional-grade oscillating-rotating electric toothbrush system designed for personal professional use, featuring advanced cleaning technology.
• Crest+Oral-B iO Transformational Gum Health Electric Toothbrush System Electric toothbrush system specifically designed to transform gum health, clinically proven to deliver 10x healthier gums.
• Crest + Oral-B iO Ortho Essentials Electric Rechargeable System Specialized electric toothbrush system designed for orthodontic patients, supporting aligner therapy and braces care.
• Crest + Oral-B iO9 Whitening & Gum Health System Black Premium electric toothbrush system combining whitening capabilities with gum health benefits in a sleek black design.
• Oral-B Cross Action Manual Toothbrush Line Manual toothbrushes featuring CROSSACTION technology for superior plaque removal, including Compact and All-in-One variants.
• Crest Pro-Health Toothpaste Line Specialized toothpaste products including Gum Detoxify and Advanced Enamel Care, clinically proven for healthier gums.
• Crest 3D Whitestrips Professional Professional-grade teeth whitening strips providing 20 treatment sessions for significant whitening results, with light-technology variants available exclusively for dental professionals.
• Crest + Oral-B Kids Electric Toothbrush Systems Electric toothbrush systems designed for young children ages 3+ and 6+, with child-friendly features and designs.
• Oral-B Floss and Mouthwash Products Dental floss and therapeutic mouthwash products for effective interdental cleaning and plaque removal, including Pro-Health Advanced Enamel Care Mouthwash.
• Fixodent Denture Adhesive Denture adhesive product with Scope flavor for secure denture fit and comfort.

Quantifiable outcome

• 100% of patients transitioned from gingivitis to healthy gums after 12 weeks using Crest+Oral-B Transformational Gum Health System
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and notable.

• Scientific AmericancoreStrategic or Co-development PartnerCrest+Oral-B partnered with Scientific American to create educational content exploring the link between oral disease and systemic health conditions including cardiovascular disease, diabetes, and Alzheimer's Disease. The partnership includes branded content, white papers, and patient education materials.
• American Academy of Periodontology (AAP)coreGTM or Marketing PartnerPartnership with @amer-acad-perio on social media content sharing. Collaborated on social tips for dental offices and patients covering topics like gum disease, cardiovascular health, diabetes, pregnancy, and oral hygiene recommendations.
• American Academy of Family Physicians (AAFP)notableStrategic or Co-development PartnerPartnered with P&G and AAFP on a national survey of more than 2,000 Americans examining awareness of the connection between oral health and systemic conditions.
• Academy of General Dentistry (AGD)coreStrategic or Co-development PartnerAGD PACE approved program provider enabling dental professionals to earn FAGD/MAGD credit through dentalcare.com CE courses. AGD acceptance allows real-time credit transfers.
• American Academy of Dental Hygiene (AADH)coreStrategic or Co-development PartnerAADH Approved Program Provider enabling dental hygienists to earn CE credits through dentalcare.com. Provider #AADHPGC through December 31, 2027.
• International Federation of Dental Hygienists (IFDH)notableStrategic or Co-development PartnerIFDH White Paper on Evidence-Based Self-Care Recommendations identifies opportunities and strategies for dental hygienists to make impactful preventive self-care recommendations based on global IFDH survey findings.
• American Dental Hygiene Association (ADHA)coreStrategic or Co-development PartnerADHA 2025 Standards for Clinical Dental Hygiene Practice sponsored by Crest+Oral-B, featuring updates like a new dental hygiene process of care model and enhanced evaluation standards.
• American Dental Education Association (ADEA)notableStrategic or Co-development PartnerCaries Process, Prevention and Management 10-part series first developed in conjunction with ADEA in 2008, now comprehensively revised with authors who are members of the board of directors of the American Academy of Cariology (AAC).

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Colgate-Palmolive (Colgate Professional): Operates a directly analogous professional education and product platform for Colgate oral care brands, offering free CE courses, patient education, and professional product pricing to dental professionals. Closest direct competitor in the CPG-backed dental professional channel model.
• Philips Sonicare for Dental Professionals: Philips' professional channel offers Sonicare-branded CE, professional pricing, and patient education materials for dental professionals, paralleling Dentalcare.com's Crest+Oral-B professional engagement strategy in the electric toothbrush category.
• Dentsply Sirona (DS Academy): Major dental equipment and consumables manufacturer operating DS Academy, a CE and clinical training platform for dental professionals. Overlaps with Dentalcare.com on CE delivery and professional product training, though focused more on equipment/restorative workflows than oral hygiene.
• American Dental Association (ADA CERP): Operates ADA CERP as a CE accreditation body and provides ADA CE Online, a competing CE platform for licensed dental professionals. Directly competes for dental professional CE hours without commercial product attachment, representing a non-CPG alternative to Dentalcare.com.

Broad incumbents

• 3M Oral Care: Global oral care products manufacturer (now part of Solventum after 2024 spin-off) operating a professional dental division. Provides CE-accredited training and professional product distribution, comparable in scale and breadth to P&G's oral health division though less consumer-electrical-toothbrush focused.
• Henry Schein: Largest dental supply distributor in North America, distributing Crest, Oral-B, Colgate, and competing brands to dental practices. Overlaps with Dentalcare.com's ProShop distribution function at a much larger multi-brand scale, though without an integrated CE platform of comparable depth.
• Patterson Companies: Major dental and animal health product distributor offering supply procurement, equipment, and practice solutions to dental offices. Comparable as a multi-brand professional distribution and practice-support channel that competes with ProShop's direct professional pricing model.
• Envista Holdings: Dental products conglomerate (Nobel Biocare, Ormco, KaVo) operating professional education and training across implants, orthodontics, and equipment. Indirectly comparable as a manufacturer-backed professional education platform, though focused on restorative and orthodontic specialties rather than preventive oral hygiene.
• Water Pik (Church & Dwight): Water flosser and oral care brand owned by Church & Dwight, with a professional dental channel. Competes with Oral-B in interdental cleaning and offers professional pricing/engagement, representing an adjacent CPG professional platform comparable in function if narrower in scope than Dentalcare.com.

Emerging players

• HuFriedyGroup: Dental instrument and instrument management company (formerly Hu-Friedy, now owned by Cantel/Envista-adjacent ownership) serving dental professionals with clinical education and product training. Comparable as a professional-dental engagement platform but focused on clinical instrumentation rather than consumer oral care products.

Market position

Strengths3 records

Weaknesses2 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/accounts/login/?next=/crestoralbpro

Compliance15 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dentalcare.com