Working with Carestream Dental’s global agency in Europe, we adapted its brand standards to localize campaigns for the U.S. and Canada marketplace. Incorporating existing brand pillars to provide consistency and continuity across visuals and messaging, the global look was evolved for the North American market. This included a shift from a more academic mode to a focus on one predominant message, using simplified headlines and graphics to drive it home.
Integrated Sales Promotion Campaign
Like many business owners, dental practitioners often wait until year end to spend money on major purchases. Our TechCheck campaign capitalized on this timing to amp up high-end dental imaging equipment purchases with a Big Idea that would break through the clutter and get the inquiries coming in. The program, which ran for multiple years, was a big win in more ways than one.
For starters, it delivered a marketing ROI of 520% and YOY sales increases of nearly 300%. It engaged the practitioners by envisioning them as super heroes to their patients by using Carestream Dental products. But just as important, it helped create a shift in customer mindset, positioning the Carestream Dental team as practice consultants rather than just sales reps. Leading in turn to improved credibility, a shortened sales cycle, and strengthened brand preference and loyalty among dental professionals. Super Heroes all around!
Custom audience and look-alike targeting strategies using display and paid social media built awareness and nurtured leads through the sales funnel. Then campaign-specific landing pages captured lead information for the sales team while providing robust campaign analytics.
Product Launch Campaign
CS Solutions was Carestream Dental’s first entry into the scan-design-mill workflow space ‒ at the time, a new breakthrough technology for general dentistry practitioners. We needed to build awareness while generating a substantial database of leads for the sales force. “The New Reality” campaign generated both attention and excitement on all fronts through multi-channel touchpoints while handily surpassing all goals in terms of response rates, sales conversions and marketing ROI.
In keeping with the transition from “sales rep” to “practice partner,” sales support materials offered more than product information. The technology “check-up” theme carried through, deepening the practitioner-consultant relationship and providing a wealth of customer data for the sales team.