Built from the rep's side of the counter.
goJILLIAN exists because its founder has spent more than thirty-five years inside dental technology and dental supply, most of it on the side of the counter that sets the prices.
The story
Colby Gibson grew up inside dental technology. He has trained the people who install it, run the team that supports it, and sold supplies as a territory rep. He knows where the prices come from, because he used to quote them.
1988
The Dentrix shipping room
At thirteen, in the shipping department of Dentrix, the dental software company his father founded. Joined Dentrix as its seventh employee, when it was still a small startup. His job included negotiating freight between FedEx and UPS: his first lesson in finding the margin others overlook.
1996–2006
Henry Schein
Wrote and updated several of the Dentrix user guides. Wrote the training curriculum for the digital technologies division, and built the call center, the training departments, and the hardware integrators group. Was there through Henry Schein’s acquisition of Dentrix. Ran Hi-Tech Services, with more than 200 independent field technicians. Led the push to bring digital X-rays and intraoral cameras into practices when most dentists still trusted film. Worked alongside the company’s medical and veterinary technology groups.
2010–2015
Two national distributors
Territory manager for Burkhart, then Benco. Built territories from nothing, opened dental offices from bare walls, did chairside repairs, and learned how distributor pricing works from the rep’s side: one account, one negotiation at a time. Sold to medical offices too, where he could source some items better than their own suppliers could.
2015–2023
Outside dental
Packaging, manufacturing, and building technology. The same pattern in every industry: whoever controls the information sets the price, and the buyer pays the difference.
2025
goJILLIAN
Founded goJILLIAN to put that information on the practice’s side of the counter.
The water filter.
As a territory rep, Colby noticed something his catalog didn’t advertise: some of what was in it didn’t belong there. The water filters he was supposed to sell cost less at the local hardware store. So he told his customers to buy them there.
That is one of many examples where he won them over. When a rep sends you away from his own catalog because it’s the better choice for your practice, you start trusting the rest of what he tells you.
JILLIAN is built on that idea: being in the catalog doesn’t make it the right choice for your practice.
She does the work of finding where each item makes the most sense to buy, and shows you the proof every time, so supplies come off your plate.
The team
Colby
Founder & CEO
Walks every practice through its first price check and sets up managed purchasing with them.
Mikayla
Procurement Operations
Reviews price checks, places and tracks orders, and answers the support line at (385) 317-3555.
JILLIAN
Procurement agent
Not a person. She reads the invoices and prices the orders. The people beside her check her work.
Start with what you've already paid.
No account. No vendor logins. Your private upload link within one business day.