ii THE ADA PRACTICAL GUIDE TO INTERNET MARKETING Acknowledgements The American Dental Association’s Department of Product Development and Sales developed this publication. In addition to the chapter authors, principal contributors to this manuscript were Kathryn Pulkrabek, Manager/Editor, Professional Products, Department of Product Development and Sales, and Carolyn B. Tatar, MBA, Senior Manager, Department of Product Development and Sales. Legal Disclaimer In making this publication available, the ADA does not, nor does it intend to, provide legal or professional advice. Nothing here represents the ADA’s legal or professional advice as to any particular situation you may be facing. You should seek legal or professional advice from a qualified professional or attorney admitted to practice in your jurisdiction. Any discussion of tax matters contained herein is not intended or written to be used, and cannot be used, for the purpose of avoiding any penalties that may be imposed under federal tax laws. The ADA Practical Guide to Internet Marketing discusses certain federal, but not state or local, laws. Each dental practice must be aware of and comply with all applicable federal, state and local laws. The ADA Practical Guide to Internet Marketing refers to federal statutes and regulations adopted by various federal agencies, such as the Department of Health and Human Services. However, this publication has not been approved by these or any other federal agencies. We have made every effort to make this publication useful and informative. As a consumer of the information, however, you must understand that the law varies from jurisdiction to jurisdiction, and it sometimes changes more rapidly than this publication. For that reason, we make no representations or warranties of any kind about the completeness, accuracy, or any other quality of this publication or any updates, and expressly disclaim all warranties, including all implied warranties (including any warranty as to merchantability and fitness for a particular use). The ADA, publishers, editors and their employees, volunteers and agents disclaim all responsibility with any liability, loss, injury or damage resulting directly or indirectly from the reader’s use and application of the information in the Practical Guide and make no representations or warranties with respect to the completeness, accuracy or any other quality of such information. The opinions expressed by the authors of the individual chapters are the opinions of those authors, and do not necessarily represent the opinion of the ADA. To the extent that the information in this Practical Guide includes links to any websites, the ADA, publishers, editors, authors, and their employees, volunteers, and agents intend no endorsement of their content and imply no affiliation with the organizations that provide their content. Nor do they make any representations or warranties about the information provided on those sites, which they do not control in any way. The ADA does not necessarily endorse the non-ADA resources that may appear or are otherwise referenced in The ADA Practical Guide to Internet Marketing. © American Dental Association 2015