Institutional Sales

I just took the position of Institutional Sales Manager with Isolite Systems. We sell direct. I have been in the industry my entire adult life but I have never been involved with institutional sales until now. I'm looking to network with others who have experience selling in this arena. I would appreciate any advice in regards to the following:

* Key players at dental schools, hygiene schools, assisting schools, military and large group practices.
* Marketing ideas for the above institutions. Do they read the same trade publications and attend the same conventions as most private practice dentists? Are there other avenues I need to explore?
* Help with the standard sales process for the above institutions and practices.
* General advice!

Thanks in advance for your input. All is helpful!

Gina