Very Dental: Transparency vs. Tradition and the New Rules of Dental Supplies with George Khoury

The traditional dental supply model—built on personal relationships, high-touch sales reps, and opaque pricing—is crumbling under the weight of digital disruption and group purchasing power. George Khoury, VP of Enterprise Sales at Net32, reveals how the platform is dismantling decades-old industry norms by putting clinicians back in control. Rather than relying on reps who claim to offer 'the best price,' Net32 aggregates real-time pricing from multiple distributors and manufacturers, allowing dentists to compare brands, delivery timelines, and costs in one transparent marketplace—just like Amazon. This shift isn’t just about saving money; it’s about reclaiming autonomy. Khoury, a veteran of Henry Schein and Septadont, explains that the old model—where service technicians were tied to supply houses—has fragmented, enabling independent field service companies to thrive. Net32’s mission isn’t to replace human expertise but to empower small practices with the same negotiating power once reserved for DSOs and buying groups. With a growing catalog and a relentless focus on catalog expansion, Net32 is becoming the digital backbone of modern dental practice operations. The episode exposes a deep tension in dentistry: tradition versus transparency. For years, dentists trusted reps not just for product, but for reliability—especially when equipment broke down. But that trust is eroding as tech enables faster, cheaper, and more transparent alternatives. Khoury’s role is to bring in new partners—small distributors, manufacturers, labs—into this ecosystem, proving that the future of dental supply isn’t about ownership of inventory, but about access, speed, and control. What’s revolutionary isn’t just the platform—it’s the mindset shift: dentists no longer need to be passive recipients of supply decisions. They can now be strategic, data-driven operators. As Khoury puts it, the best is yet to come.