Patterson Companies
Table of Contents
1.0 Executive Summary
1.1 The Opportunity
Patterson Companies represents a strategic opportunity for STAR Trade Shows & Events to deepen and expand a long-standing partnership that dates back to 2012. With over $1.5 million in closed business primarily focused on Patterson Dental, STAR has established credibility as a trusted exhibit partner. However, this relationship has significant untapped potential across both core segments: Patterson Dental and Patterson Animal Health.
Patterson Dental
North America’s leading dental distributor serving 150,000+ customers.
Patterson Animal Health
Major veterinary products distributor across the U.S., Canada, and U.K.
1.2 Recent Strategic Context
In April 2025, Patterson completed its acquisition by Patient Square Capital for $4.1 billion. This transition to privately-held ownership creates a unique moment for STAR:
- Private ownership enables faster decision-making on marketing investments.
- Patient Square’s healthcare focus suggests continued investment in market leadership.
- Post-acquisition integration creates value-demonstration opportunities.
1.3 Strategic Path Forward
This playbook provides STAR with the intelligence needed to:
- Defend and grow the Patterson Dental relationship as a strategic partner.
- Penetrate Patterson Animal Health through targeted veterinary outreach.
- Elevate engagement to the corporate marketing level for cross-segment efficiency.
2.0 Current State and Its Implications
Understanding STAR’s existing relationship with Patterson provides essential context for expansion strategies. This section synthesizes deal history, contact footprint, and relationship patterns to identify both strengths to leverage and gaps to address.
2.1 Deal History Analysis
STAR’s relationship with Patterson dates to 2012, with documented business totaling over $1.5 million across 14+ deals. The deal history reveals clear patterns:
Won Business (Major Deals)
- Closed Business 2012: $941,000 (largest single deal on record)
- Sold 2012: $245,000 - multiple successful projects
- Exhibit Refurb (2013): $60,000
- Carpet (2017): $15,000
- Event Services (2020): $20,000
- Bur Wallet (2022): $145,000 (Appointment stage)
- Patterson 44905 (2023): $21,297 (Estimating)
- Patterson 45060 (2023): $23,260 (Estimating)
Current Pipeline: $44,557
Lost Deals - Intelligence
- Patterson Vet: $100,000 (2019)
- Interior Branding: $100,000 (2019)
- Dolphin Exhibit: $60,000 (2019)
- Exhibit Enhancements: $40,000 (2020)
- Holt 10x20: $20,000 (2020)
- Vet Loss ($100K) is Strategic Gold: Proves Patterson Animal Health actively evaluated STAR; door remains open for future engagement.
- Beyond Traditional: Interior Branding/Dolphin projects show interest in retail design and software activations.
- Momentum Stall: Recent deals in Design & Estimating for over a year suggest pricing/competitive pressure.
2.2 Contact Footprint Analysis
Patterson Dental (Primary)
Implication: Dormant senior leader that needs reactivation.
Implication: Active contact; ROI and lead metrics matter here.
Corporate & Animal Health Gaps
Key to enterprise positioning.
Critical Gap: No documented contacts despite representing ~$3.25B revenue.
2.5 Opportunity Sizing
Annually
Annually
Periodically
2.6 Strategic Implications
- Reactivate dormant Dental: Value-driven re-engagement for Killian and Kump.
- Advance stuck pipeline: Move 2023 deals forward through urgency.
- Build Animal Health beachhead: Penetrate the $3.25B segment.
- Elevate to corporate partner: Target Bria Townshend for enterprise-level conversations.
3.0 Company Overview
3.1 Company Profile
Legal Name: Patterson Companies, Inc.
Headquarters: 1031 Mendota Heights Road, St. Paul, Minnesota 55120
Ownership: Privately held (acquired by Patient Square Capital, April 2025)
Previous Status: Publicly traded on NASDAQ until April 17, 2025
Website: www.pattersoncompanies.com
Founded: 1877 (148 years of operation)
Financial Overview:
- Annual Revenue: $6.51 billion (TTM ending January 2025)
- Quarterly Revenue: $1.57 billion (Q3 FY2025)
- Gross Profit: $320.8 million (Q3 FY2025)
- Employee Count: ~7,500 employees across North America and U.K.
- Customer Base: 150,000+ customers (dental and veterinary)
- Geographic Footprint: United States, Canada, United Kingdom
3.2 Company Heritage and Evolution
Patterson Companies traces its roots to 1877 when brothers Myron Fayette (M.F.) and John F. Patterson opened Patterson’s Drugs & Prescriptions. M.F. Patterson moved that portion of the business to St. Paul, Minnesota, establishing a premier dental distributor.
Key Milestones:
3.3 Business Segments
Patterson Dental - ~50% of Revenue
Target Customers: General dental practices, Specialists, Dental laboratories, and DSOs.
Patterson Animal Health - ~50% of Revenue
Target Customers: Companion Animal Veterinarians, Production Animal Operations, and Equine Veterinarians.
3.4 Strategic Priorities Post-Acquisition
3.5 Headquarters and Operations
Corporate Headquarters: 1031 Mendota Heights Road, St. Paul, MN
Geographic proximity in the Twin Cities area creates natural opportunities for face-to-face relationship building and local partnership advantage.
4.0 Charities and Philanthropic Efforts
Patterson Companies’ philanthropic philosophy emphasizes strengthening the communities where its customers practice and its employees live. Understanding these initiatives provides conversation opportunities and demonstrates shared values when engaging Patterson leadership.
4.1 Patterson Foundation for Dental Health
Key Programs:
Patterson sponsors and supports MOM free dental clinics across the country, providing equipment, supplies, and volunteer coordination
Partnerships with state dental associations to provide free comprehensive dental care to vulnerable populations
Supporting mobile dental clinics and school-based sealant programs in underserved communities
Product donations and volunteer support for dental mission trips to developing countries
4.2 Animal Welfare and Veterinary Access Initiatives
Companion Animal Programs:
- Animal Shelter Support: Product donations to municipal animal shelters, humane societies, and rescue organizations
- Veterinary School Partnerships: Equipment and product donations to veterinary colleges
- Low-Cost Spay/Neuter Programs: Supporting community clinics providing affordable sterilization services
- Disaster Relief: Emergency veterinary supply donations during natural disasters and crisis situations
Production Animal Community Support:
- 4-H and FFA Programs: Supporting youth agricultural education programs with animal health products
- State Fair Veterinary Clinics: Sponsoring on-site veterinary services at livestock exhibitions
- Livestock Industry Scholarships: Educational support for students pursuing production animal veterinary careers
4.5 Environmental Sustainability Efforts
- Warehouse Efficiency: LED lighting, energy management systems, recycling programs
- Fleet Optimization: Route planning software to reduce fuel consumption
- Packaging Reduction: Working with manufacturers to minimize packaging waste
- Recycling Programs: Product take-back programs for certain equipment
4.6 Conversation Opportunities for STAR
Understanding Patterson’s philanthropic priorities provides natural conversation bridges:
- Mission of Mercy Events: Discuss exhibit/event support for MOM setups
- Access to Care Focus: Align messaging with expanding dental access
- Shelter Support: Highlighting products that serve private practice and rescue medicine
- Disaster Relief: Acknowledging rapid response capabilities
- Acknowledge, don’t exploit: Reference philanthropic work naturally when relevant
- Demonstrate alignment: STAR’s own values-driven business practices resonate with Patterson
- Solution orientation: Suggest ways exhibits can amplify Patterson’s missions
5.0 Trade Show & Event Intelligence
Understanding Patterson’s trade show footprint, priorities, and competitive presence is essential for strategic positioning. This section provides actionable intelligence on where Patterson exhibits, how they compete, and opportunities for STAR engagement.
5.1 Patterson Dental Trade Show Portfolio
Patterson Dental maintains an active presence at major dental conferences and regional association meetings nationwide. Their exhibit strategy emphasizes hands-on product demonstrations, technology showcases, and continuing education.
Flagship National Events: Chicago Dental Society (CDS) Midwinter Meeting
- Location: McCormick Place, Chicago, IL
- Timing: Annual, February (Feb 20-22, 2025; Feb 19-21, 2026)
- Scale: 30,000+ attendees, 600+ exhibitors
- Patterson Presence: Major booth presence noted in event recaps (“huge booths by massive distributors like Henry Schein and Patterson”)
- Audience: General dentists, specialists, dental team members
- Exhibit Focus: Equipment demonstrations, CAD/CAM technology, practice management software, AI solutions
- Competitive Intensity: Extreme—Henry Schein, Benco Dental, Burkhart all present
- STAR Opportunity: This is THE show for Patterson Dental—largest booth investment, highest executive attendance.
Patterson maintains presence at 20+ state and regional dental association annual sessions
- CDA: Anaheim (May) - Large West Coast market
- FDA: June - High practice density market
- Hinman: Atlanta (June) - Regional influence
- PNDC: Seattle (June)
5.2 Patterson Animal Health (Veterinary) Trade Show Portfolio
Patterson Animal Health exhibits at major veterinary conferences under the “Patterson Veterinary” brand. This segment represents STAR’s largest whitespace opportunity.
Flagship National Veterinary Events: VMX (Veterinary Meeting & Expo)
- Location: Orange County Convention Center, Orlando, FL
- Timing: Annual, late January (Jan 25-29, 2025; Jan 26-30, 2026)
- Scale: 30,000+ attendees from 86+ countries, 735+ exhibitors
- Patterson Presence: Confirmed major exhibitor with VMX-specific promotions
- Content Focus: 1,300+ hours of CE, hands-on labs, practice management
- Competitive Intensity: Extreme—Covetrus, MWI Animal Health, Zoetis, IDEXX
- Entertainment: Celebrity guests (Kevin Costner 2025), Dan + Shay, VMX Vet Gala
- STAR Opportunity: THIS IS THE PRIORITY PENETRATION TARGET. Winning VMX business opens door to entire relationship.
5.3 Competitive Exhibit Presence Analysis
Dental Segment Competitors:
- Henry Schein (Primary): Typically largest booth, premium positioning; medical credibility aesthetic
- Benco Dental: Sophisticated design, regional strength, tech integration emphasis
- Manufacturer Direct: Creates pressure for Patterson to offer “consultation” vs product focus
Veterinary Segment Competitors:
- Covetrus (Primary): Tech-forward; modern post-2019 brand identity; fresh aesthetics
- MWI Animal Health: AmerisourceBergen division; production animal strength
- Pharmaceutical: Massive booths with entertainment elements and celebrity endorsers
5.4 Exhibit Strategy Insights from Lost Opportunities
1. Budget Confirmation: $100K+ established; 2. Timing: refresh cycles established pre-COVID; 3. Relationship Gap: Animal Health operates independently from Dental.
Questions: Who won the 2019 business? What was the dissatisfaction with STAR's proposal?
5.5 Trade Show ROI Considerations for Patterson
5.6 Strategic Trade Show Recommendations for STAR
6.0 Key Contacts & Organizational Insights
This section provides detailed intelligence on Patterson’s organizational structure, key marketing decision-makers, and strategic relationship-building opportunities for STAR.
6.1 Patterson Companies Corporate Structure
- Continued in role post-Patient Square acquisition (April 2025)
- Operational continuity leader through ownership transition
- Strategic vision for portfolio evolution and growth initiatives
- Implication: Strategic marketing investments likely require CEO alignment on ROI.
- Healthcare-focused private equity firm - $4.1 billion acquisition completed April 2025
- Board representation and strategic guidance
- Implication: PE ownership bring intense focus on EBITDA margins and measurable ROI.
6.2 Patterson Companies Corporate Marketing Contacts
Engagement Opportunity: Ideal for elevating STAR to “strategic experiential partner.” Bria likely coordinates brand consistency across both segments.
Conversation Approach: Focus on brand architecture, cross-segment efficiencies, and corporate identity reinforcement.
6.3 Patterson Dental Marketing Organization
Digital focus prioritizes e-commerce, marketing automation, and analytics.
Focus: Customer lifecycle and retention. Likely involved in trade show ROI measurement.
6.4 Patterson Animal Health Marketing Organization
Required Discovery Actions:
1. LinkedIn Research: Identify VP Marketing and Trade Show Manager.
2. Conference Networking: Attend VMX 2026 to request introductions.
3. Corporate Bridge: Leverage Bria Townshend for introductions.
6.5 Organizational Insights and Relationship Dynamics
6.6 Contact Engagement Prioritization Matrix
- Chris Babett (Dental)
- Bria Townshend (Corporate)
- Josh Killian (Reactivation)
- [AH VP Marketing - TBD]
7.0 Experiential Strategies for Patterson Business Units
This section provides concrete, actionable experiential marketing strategies tailored to each Patterson business segment. These recommendations are designed as conversation starters to demonstrate STAR’s understanding of Patterson’s unique market positioning.
7.1 Corporate-Level Experiential Strategies
Objective: Position STAR as Patterson Companies’ enterprise experiential marketing partner, not just a Dental exhibit vendor.
Strategy 1: Private Equity Value Creation Storytelling
Context: Patient Square Capital’s acquisition creates opportunity to showcase evolution and market leadership.
- Timeline Integration: Visual history wall showing 1877 founding to 2025 Patient Square partnership.
- Investment Visualization: Subtle messaging about growth capital and healthcare expertise.
Strategy 2: Dual-Segment Brand Unification
Context: Independent operations sharing corporate identity creates opportunity for unified brand architecture.
- Modular Platform System: Core booth structure adaptable for both Dental and Animal Health.
- Cost Efficiency: “One strategic platform investment, dual-segment deployment” appeals to ROI focus.
7.2 Patterson Dental Experiential Strategies
Objective: Defend and grow existing relationship by elevating STAR to strategic marketing partner.
Strategy 1: Digital Dentistry Immersion Zones
Context: Digital transformation (CAD/CAM, AI) is reshaping practice—Patterson must position as integration expert.
- Scan-to-Restoration Journey: Live demo theater showing intraoral scan to final restoration.
- Hands-On Stations: Dentists use scanners and 3D printers with specialist coaching.
7.3 Patterson Animal Health Experiential Strategies
Objective: Penetrate whitespace by demonstrating deep understanding of veterinary market.
Strategy 2: NaVetor Software Integration Theater
Context: Practice management software is a critical sticky product for customer retention.
- Live Demonstration Stations: Explore NaVetor features hands-on with software specialists.
- Data Security Features: Showcasing reliability and cybersecurity post-2024 cyberattack.
7.4 Cross-Segment Efficiency Opportunities
Objective: Demonstrate value through shared resources and economies of scale.
Exhibit Application: Identical modular framework with segment-specific graphic panels for cost savings.
“A shared platform system delivers brand consistency and significant capital efficiency.”
8.0 Next Steps
This section outlines a concrete, phased approach for STAR to execute the strategies in this playbook and systematically expand the Patterson relationship.
8.1 Immediate Actions (Next 30 Days)
Action 1: Advance Current Pipeline
Objective: Convert the two stalled deals to closed business, rebuilding momentum.
- Deal Review: Analyze why Patterson 44905 and 45060 are stuck for 12+ months.
- Direct Outreach: Adam Quade reaches out to contacts with urgency-creating messaging.
- Escalation: Consider STAR executive outreach to Patterson leadership if deals remain stalled.
Action 2: Re-Engage Dormant Dental Contacts
Objective: Reactivate relationships with Josh Killian and Sue Kump (dormant since 2020-2022).
- LinkedIn (Week 1): Acknowledge long partnership and interest in reconnecting.
- Value Email (Week 2): Share relevant intelligence (CDS 2026 trends/ROI research).
- Phone (Week 3): Follow-up to request meeting to understand current priorities.
8.2 Short-Term Initiatives (60-90 Days)
Action 4: Launch Animal Health Penetration Campaign
Objective: Build relationships using VMX 2026 follow-up “findings” as the door opener.
- Identification: LinkedIn research for AH VP Marketing and Trade Show Manager.
- Intro Campaign: Referral from Bria Townshend and value-driven intelligence sharing.
- Discovery: Needs assessment and 2019 Lost Deal discussion if appropriate.
8.3 Medium-Term (6-12 Mo)
- VMX 2026: Win Animal Health project ($75K-$150K) as beachhead.
- Modular System: Propose interchangeable panels for Dental vs. AH branding.
8.4 Long-Term (12-24 Mo)
- Services: Expand into Customer Appreciation events and Sales Meetings.
- Status: Move to 3-year strategic agreements with budget predictability.
8.5 Success Metrics and Accountability
- Year 1: $200K-$300K total revenue
- Year 3: $500K-$700K (Enterprise)
- 15-20 active contacts (Year 1)
- AH penetration (Year 1)
9.0 Sample Messaging by Business Unit
This section provides tailored STAR value propositions for Patterson’s business segments. These messages demonstrate understanding of each audience’s priorities and position STAR’s unique capabilities.
9.1 Corporate-Level Value Proposition
Why STAR for Patterson Companies’ Enterprise Experiential Marketing
Patterson Companies faces a unique challenge: establishing cohesive brand identity across two distinct business segments while transitioning from publicly-traded to private equity ownership. STAR understands this complexity through successful partnerships with multi-segment healthcare companies.
STAR has proven capability in both markets and understands how to create flexible architectures that serve multiple segments while maintaining brand consistency.
Patient Square Capital expects operational excellence and measurable ROI. STAR’s modular platform approach delivers 30-40% cost savings.
Your St. Paul headquarters and our Minnesota operations create natural collaboration advantages and shared Midwest business values.
9.2 Patterson Dental Value Proposition
Why STAR for Patterson Dental’s Trade Show Excellence
Standing out requires experiential strategies that drive qualified lead generation, demonstrate technology leadership, and reinforce differentiation.
What makes STAR uniquely qualified:- Digital Dentistry Expertise: Immersive learning experiences where dentists use equipment and see scan-to-restoration workflows.
- DSO-Focused Design Strategy: Dedicated VIP zones for executive consultations and strategic enterprise showcases.
- Competitive Defense Architecture: Visual hierarchy that clearly communicates service depth and technical integration advantages.
9.3 Patterson Animal Health Value Proposition
Why STAR for Patterson Animal Health’s Leadership
Exhibit presence must communicate technology leadership and values-driven partnership amid intense competition.
What makes STAR uniquely qualified:- Dual-Market Understanding: Booth architectures with distinct zones for pet owner emotional connection and production health ROI.
- NaVetor Software Integration: Demonstration stations and efficiency visualizations that prioritize software adoption.
- Corporate Veterinary Chain Engagement: Hospitality suites and scheduled appointment systems for high-level conversations.
9.4 Value Proposition Usage Guidelines
- Corporate: Enterprise efficiency, brand consistency
- Dental: Digital dentistry, DSO engagement
- Animal Health: VMX intelligence, software
- Collaborative: Frame as conversation starters
- Evidence-Based: Support claims with data
- Authentic: Acknowledge preparation and research
- Reference playbook intelligence naturally in conversations
- Demonstrate preparation: “We’ve researched Patterson’s trade show presence”
- Invite collaboration: “We’d love your feedback on these experiential strategies”
— End of Playbook —