Meet The Team.

Howie – our dental marketing expert since 1989

William Howard Horrocks


Howie started NPI in 1989, and we grew out of referral demand from dentist/clients. After publishing his first two best-selling dental marketing books, the company took off. Day to day, Howie creates and/or reviews every word of everything we do for our clients. He is The Dental Marketing Whisperer.

Mark – our CEO who specializes in the analytical side of marketing

Mark Dilatush


Mark came to NPI about 15 years ago. With him came dental business analytics, technology, and practice management background. If Howie is the creative right brain of the company, Mark is the analytical left brain. The two make a powerful combination.

Heather – oversees the smooth running and management of client projects

Heather McCarley

Vice President of Operations

Heather McCarley and the teams who report to her make sure client marketing plan projects are completed to our standards and deployed in an orchestrated and coordinated manner. Heather came to us from a 20+ year career at a Fortune 500 financial institution. You can’t rattle Heather. We’ve tried. She is everyone’s work mom, an integral part of our culture.

Wendy – our dental marketing expert who coordinates our clients needs with their marketing plan

Wendy Martinez

Director Client Success

Wendy leads our team of client success managers. Think of your client success manager as the hub of a wheel. They organize, orchestrate, and manage all of the finite details and timing involved within our client marketing plans. Wendy also works with our R&D department, testing, tracking, and reporting. If we are all an atom, Wendy is our mild-mannered nucleus.

Adel – The marketing expert who manages the marketing of our own firm

Adel Gergab, PhD

Vice President of Marketing

Adel earned his PhD in electrical engineering (basically everything digital) at Florida Institute of Technology. He leads our digital marketing division. Adel is responsible for making sure his teams are moving the result needle forward for all of our digital marketing clients. Oh, and he LOVES sushi.

Ready to grow your practice?

Let’s Get Started
Book Initial Consult