Online Marketing of a Dental Supply E-Store on a Tight Budget

Dental offices have been switching to online purchasing of their dental supplies and equipment. This case presents the marketing strategy for a newly created online store for a dental supply company. The online store provides dentists with over 16,000 different dental products from alloys to dental instruments to x-ray products. Online sales are a more efficient approach to the traditional catalog order method where dentists place orders with a salesperson, call in, or fax their orders. Online, as well as traditional marketing techniques have been incorporated into a marketing campaign to promote online sales. The process and challenges of marketing this Web site with a tight budget are discussed. Results of the first two years of marketing efforts are reported.