ED COONEY
President, Affinity Bank
Atlanta, GA
President's Corner Featuring
Ed Cooney
One of the largest commonalities we have at
Affinity Bank with our dental clients is that
we are all small business people. Unlike our
large corporate competitors, we value the
personal relationship with each and every one
of our clients/patients and take a long term
approach with our recommended 'treatment
plans.' For us, they are not just our clients/
patients, they are our friends and we obtain
the highest level of personal satisfaction for
providing them with great service. We both
charge a fair price and offer a customized ap-
proach. We also both feel that we can thrive
in this competitive market as the growing
percentage of the local population seeks out
and appreciates the high level of care we offer
vs. mega banks/corporate dental offices that
just cannot compete with our personalized
service.
But… do we really put our money where our
mouth is? Do WE support small businesses in
our community when it comes time to re-
ciprocate buying products and services? Or,
do we head to Walmart, Home Depot, or a
Mega Bank in a Pavlovian response to years of
continuous marketing? Have you ever stopped
to think why these large corporations have
to market incessantly? It is to replace and
silence dissatisfied clients who are fleeing for
better service from smaller businesses/prac-
tices like us. Big box retailers have their mar-
ket segments; it just doesn't include our bank
and your practice. IF you want your patients
to find the value your practice provides, show
them how it's done. Support your local busi-
nesses as they are the ones who support you.
At Affinity Bank, you won't see us spending
big marketing dollars on commercials full of
gimmicks and pitches to just get you in the
door. We believe in investing in our employ-
ees, our existing clients, and the associations
and organizations that support you; the same
way that you do for your patients and staff.
It's time to take a walk down Main Street with
Affinity, let the big banks and corporate dental
offices take the short ride on Wall St. where
the bottom line trumps client and patient
value. Keep our economy strong, support lo-
cal businesses and let us know how we can
help you provide a solid financial foundation
whether it's professionally or personally.
