In this episode, Emmet hosts John Sheldon, CMO, Smile Direct Club. Together, they consider the possibilities and power of marketing in the DSO industry, discussing best practices and innovative strategies in both the group dentistry industry and beyond. John also highlights Smile Direct Club’s marketing strategy. Plus John and Emmet discuss the importance of creating “irrational brand love” and a transformational user experience; using testimonials; having a credible voice, both rational and emotional; why telling stories is imperative; “on-ramps” into products; messaging; and much, much more.