Re: your SEO comment:

"AR is virtually guaranteed to be a mortal lock on the query [appointment reminder] due to the combination of the exact match domain bonus and the fact that most links to it naturally cite the name of the company."

Wasn't that largely made irrelevant a while back? I'd be willing to bet the majority of your relevancy comes from the backlinks and content on their pages vs. your exact match domain. Hopefully you're not building a link profile focusing on that link text as there have been reports of people getting dinged for that.