Henry Schein Dental

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. This work ensured our strategy aligned with how dentists actually evaluate new technology — carefully, analytically and with a focus on business impact.

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, meeting them where they were in the decision-making process.

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. This approach helped reduce hesitation by clearly demonstrating value, usability and real-world outcomes.

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.