Our Primescan product launch campaign made business “potential” become truly possible — and exceeded projections for our partners at Henry Schein
Henry Schein Dental — one of the world’s largest dental supply companies — approached Core in urgent need of a campaign for one of its newest product launches. Dentsply Sirona’s new Primescan intraoral scanning device promised to revolutionize dental imaging, enabling dentists to scan faster, more accurately — and help produce precise implants and oral restoration pieces faster than ever before. But to lead the market in sales, time was of the essence. Core needed to strategize, concept and execute a campaign within the span of just a few weeks.
Using the research and preliminary audience personas provided by Henry Schein, we distilled the information into a simplified discovery insights report to define our target audience and key messaging strategies, as well as assess the best touchpoints at which to reach our audience.
Identifying our target audience of “Money Maker” dentists — those who prioritize fast, easy profitability and new patient acquisition — we developed a comprehensive, multi-channel content marketing campaign highlighting the ease and outcomes of using Primescan.
The goal was to develop a creative concept that challenged our audience’s current perception (the difficulty of incorporating advanced technology), while giving them confidence this investment would boost their business and Henry Schein Dental would be there to support them — every step of the way.
Speaking to a highly analytical, no-nonsense audience, we leveraged Primescan’s statistics to prove the system’s benefits. By backing the possibilities with impressive data points, our campaign makes a solid case that adopting a Primescan system is a sensible first step into the new era of digital dentistry; one that allows dentists to add greater dimension to their practice, now and for the future.
Our multi-channel campaign relied heavily on digital media placements surrounding the research & discovery phase within our customers’ decision-making process. By keeping data front and center in targeted emails, web and social media graphics, we delivered concise, meaningful information when it mattered most, helping fuel intrigue, demonstrate real features & benefits, and reduce confusion and anxiety.
The media strategy and creative approach proved highly successful, resulting in a product campaign that far exceeded our partners’ goals, including:
more leads than projected
more landing page traffic than projected
primescan units sold between Q1 and Q3
in sales
Through strategic product launches and brand building, we’ve made a world of difference for Natus, a global medical device brand.
