Involvement in dental medicine is generally not the most fun. Doctors, students and B2B Partner were able to see this in a new light during their visit to the digital W&H presence: Large format product images and tidy page structures made it easy to locate the very detailed information. 3D views combined with application animations demonstrate functions and benefits at a glance. The download centre was redesigned according to iTunes logic; the service points and the functionality of the dealer locator were improved. The newly integrated price enquiry has proven itself to be a strong conversion element from the very beginning of the online start.