About Us

Our History

Based in Rutherford, NJ, SDM was established in 1994, and has served the dental industry in the United States and Canada as the leading provider of qualitative and quantitative research services for dental product manufacturers and distributors. SDM collects monthly retail sales data from dental product distributors and direct sellers and has been primarily recognized for its publication of its Dental Products Market Share Studies (DPMSS), recently rebranded SDM Classic, which analyzes growth for thousands of dental products. In February 2019, SDM merged with Northcoast Data Analytics to form SDM Northcoast, expanding the company’s analytical capabilities. Since the merger, SDM Northcoast has launched a new web portal and self-serve business intelligence tool to make it very easy for customers and data providers to ask questions and get answers about specific data trends. In addition, the company has added new distribution data providers, and now provides actual dental industry results rather than dental industry estimates. With these data provider additions, SDM Northcoast believes it can accurately report monthly detailed sales and market share information on more than 90% of the United States dental consumable market.

Our Team

Ed Snyder (CEO) – Ed became the CEO of SDM Northcoast following the February 2019 merger of SDM and his prior firm, Northcoast Data Analytics. Ed has more than 25 years of experience in the dental industry as an institutional equity research analyst and has served as a Principal, Managing Director, and Senior Equity Research Analyst at firms, including Northcoast Research, FTN Midwest, and Roulston & Company. Ed has been ranked as a 5-star institutional equity analyst by Zacks, and in 2016 he was awarded the Thomson Reuters Analyst Award as the #1 Earnings Estimator in the Health Care Equipment & Supplies industry. In 2018 Ed was ranked as the #2 Earnings Estimator in the Health Care Equipment & Supplies category behind Dave Keiser (also on the SDM Northcoast team) who ranked #1. Incisal Edge also named Ed Snyder as one of The 32 Most Influential People in Dentistry in 2017 and 2018. Ed has a BSBA in Economics from The Ohio State University.

Jacinta Francis (Managing Director) – Jacinta entered her career in the dental industry in 1986, where she served in the capacity of customer service relations, lecture and convention coordinator for Essential Dental Systems, an endodontics product manufacturer. Later she assumed the role of product and marketing manager for the entire line products within the company. In 1994, she joined Strategic Dental Marketing (SDM). Jacinta has been instrumental in all aspects of SDM’s position as the dental industry’s premier source for market data information. She continues to be a critical force behind the data reports – managing industry category standards, data cleansing assessment, and publication among other managerial roles.

Dave Keiser (Senior Research Analyst) – Dave has nearly 20 years of experience in healthcare research with 16 years experience in equity research, more than half of which focused on the dental industry at Northcoast Research and FTN Midwest. Prior to that time Dave worked for Health Research International focusing on market research reports and custom consulting projects. Dave’s analytical skill and forecasting ability propelled him to earn the No. 1 ranking as an equity research Earnings Estimator in the Health Care Equipment & Supplies segment by StarMine in 2015 and also by Thomson Reuters in 2017 and 2018. Dave finished 2014 as the No. 2 ranked earnings estimator. Dave has a BBA in Marketing and Finance from Ohio University and an MBA in Finance, also from Ohio University.

Matt Rodimer (Associate Marketing Manager) – Matt got his start in the dental industry in 2011 when he first joined SDM. Through his many roles at SDM Northcoast, he has developed an extensive understanding of the dental marketplace. Matt works very closely with SDM’s vast dental products sales database and has been able to apply what he’s learned to best serve our clients’ needs. Matt has worked on many qualitative and quantitative custom research projects including new product concept tests, brand equity studies, trial and awareness studies, and many more. 

Matt also works extensively in reviewing our incoming sales data to ensure the highest accuracy in branding and categorization.

Matt holds a B.S. in Marketing and Management from Montclair State University.