Enquirer Consulting Group

Reachable Buyer Map

Prepared for Aaron Goldman · Oridivus · August 2026
Your published work points at a surgical specialty rather than a mass market, and specialty audiences behave differently. They are small, they are named, and nearly all of the value sits with people who can be listed in full. That makes reach a finishable problem, which is rare. This map covers the US audience: who those people are, the segments they sit in, and roughly how many there are. It describes the market rather than your business, and there is nothing to buy at the end of it.
Oral and maxillofacial surgery practices
The center of the market and the least consolidated part of it. The great majority of practices are still owner operated, so the clinician and the buyer are usually the same person, and there is no procurement layer standing between the two. That shortens the decision and lengthens the list.
Who signs: practice owner and operating surgeon, practice administrator, clinical director where a group exists.
7,000 to 7,500
practicing US oral and maxillofacial surgeons, across roughly 4,000 to 5,000 practice locations
Periodontics practices
The adjacent specialty and the one closest to soft tissue and graft work day to day. Smaller by count, higher in procedure frequency per surgeon, and heavily represented in the group practice platforms that have been buying in this space.
Who signs: practice owner, lead periodontist, practice administrator, clinical director.
5,000 to 5,700
practicing US periodontists, across roughly 3,000 to 3,500 practice businesses
Specialty dental groups and support organizations
A short list with outsized reach. A handful of platforms have been assembled specifically around oral surgery and periodontics, and one conversation there covers dozens of surgical sites at once. General dentistry is far more consolidated than the surgical specialties, so the platforms and the independents behave as two separate audiences with two different sales motions.
Who signs: chief clinical officer, chief dental officer, VP of clinical operations, head of procurement.
300 to 400
US dental support organizations at platform level; only a small number are surgical specialists
Teaching programs and residencies
Where a new standard of care is adopted before it is adopted anywhere else, and the only segment on this page that reaches the next twenty years of surgeons in one place. Published, short and slow to move, which means it rewards starting early rather than starting loud.
Who signs: program director, department chair, dean, clinical research lead.
200 to 240
US dental schools, oral and maxillofacial surgery residencies and periodontics programs combined
Federal and military medicine
Oral and facial injury is a service line concern rather than a niche one, and the funding routes into it sit outside the commercial market entirely. Stated plainly: this is not enumerated as one public list, and it is reached by program office and by treatment facility rather than by download.
Who signs: program officer, dental service chief, clinical research lead, contracting officer.
No single public list
reached by program and by installation, one at a time
Device, biologics and distribution counterparties
The companies that already reach every practice above. Small in number next to the practice market, and the only segment where one relationship changes the route to the whole of it, which is why it is worked person by person rather than by campaign.
Who signs: head of business development, VP of research and development, category lead, chief medical officer.
800 to 1,100
US establishments registered in dental equipment and supplies; a much smaller number carry biologics or wound care lines

Where the openings are

1
The entire specialist audience is enumerable. Twelve to thirteen thousand named surgeons across the two specialties, plus a few hundred groups and programs. That is a reach problem, not a market size problem, and reach problems of that size get solved once and stay solved. Very few markets are small enough to finish.
2
Independence cuts both ways. Because most surgical practices are owner operated, there is nobody to get past. There is also no shortcut: it is thousands of individual conversations with busy clinicians, which is mechanical work rather than clinical work. At companies this size it usually lands on the people doing the science, which is the wrong desk for it.
3
The audiences that matter before launch are not the ones that matter after. Investigators, teaching programs, society leadership and development counterparties are reachable now, on the same machinery that later reaches practices. A channel built early is warm by the time the commercial question arrives, instead of being started from zero on the worst possible timetable.
4
One layer above the practices reaches all of them. Device, biologics and distribution counterparties already call on every surgeon on this page. That list is short, nameable and worked by relationship. It is the shortest route to every practice on this page, and the least suited to a broadcast channel.
Built from public registries and published professional and program listings, counts banded deliberately. Specialist counts and practice counts are different things: a practice can carry several surgeons and a surgeon can work across several sites, so the two columns are not additive. Federal and military channels are not published as a single list and are described rather than counted.
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