Along with that, we have been moving forward on other fronts. We have been honing our marketing savvy to the point where I believe we now also lead the dental industry in that department. We did two main things to raise the level of our marketing sophistication:
1. We opened a research program and are conducting ongoing regular research into the marketing behavior of dental patients. Among other things, we have developed a system for recruiting consumer subjects and we regularly interview them for their reactions to various dental websites and to discover what motivates them to call a particular dentist. Through our research, we have been learning things about dental patient marketing behavior that no one else in the industry knows.
2. We have also brought in a couple of consultants to regularly meet with us, people with world-class marketing expertise. One is a former brand manager for one of the world’s leading consumer products manufacturers. Another is a past winner of the prestigious Atticus Award for original thinking in marketing. This is added to the marketing savvy of our full-time staff, which I believe is excellent–people with marketing degrees from some of the leading schools in the country. As we examine the work of our competitors, I am confident that we now lead the dental website industry in marketing sophistication. We understand how to target various demographic segments. We know how to manage the emotional impact of our designs and content on the dental consumer so that we create the trust necessary to influence them to call for an appointment. And we have a deep understanding of this new area of neuromarketing.
Our goal in all of this is to do the very best job of promoting you, our client, that we can.
I feel very fortunate, even blessed, to have the team we have assembled to serve you. They are self-motivated. They are bright. They are hardworking and all committed to the same goal of building a great company intent on making each of our clients successful.
Welcome to the new and improved Infinity Dental Web.