ABSTRACT
Dental offices have been switching to online purchasing of their dental supplies and equipment. This article presents the marketing strategy utilized by 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 method where dentists place orders with a salesperson, call in, or fax their orders. The process and challenges of marketing this website with a tight budget are discussed. Results of the first 2 years of marketing efforts are reported.