Promoting Online Sales of Dental Supplies

Abstract

Dental offices have been switching to online purchasing of their dental supplies and equipment. This paper 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 is a more efficient approach to the traditional catalogue 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 website with a tight budget are discussed. Results of the first two years of marketing efforts are reported.

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