Initially focused on providing digital marketing services for a variety of industries, Microsite’s expertise in dental marketing was solidified when it partnered with its first major client, ClearChoice. This success marked a turning point, as Microsite quickly expanded by adding other dental practices to its roster, establishing itself as a leader in dental marketing.

In 2020, amidst the challenges posed by the COVID-19 pandemic, Microsite Health launched CRTX 1.0 (pronounced "cortex", like the part of the brain involved in memory, learning, reasoning, and problem-solving). This marked a significant evolution in the company’s offerings, moving beyond marketing services to create a custom-built CRM platform specifically designed for dental and healthcare practices.

The inspiration for CRTX came directly from William Hanekamp’s frustrations with the existing CRM platforms available at the time. Platforms like Salesforce and Hubspot were robust but overly complex, making them difficult for dental office staff to manage. They were also expensive, hard to set up, and lacked seamless integration with practice management software. On the other hand, smaller CRM systems did not provide the sophisticated features necessary to track and analyze digital marketing efforts effectively.

In response, Microsite formed an internal technical team, led by William Hanekamp, to develop a CRM tailored specifically for healthcare providers, with a strong focus on dental practices. The goal was to create a user-friendly system that integrated seamlessly with existing practice management software while offering advanced marketing and lead-tracking capabilities.