HELPING DENTAL PROFESSIONALS SHAPE THE FUTURE OF PATIENT CHAIRSIDE TREATMENT
When it comes to diagnostic, preventative and restorative oral care, dental professionals rely on the latest and greatest scanning equipment and technology. To introduce its powerful and portable scanners, coupled with innovative TimeLapse technology, iTero relied on the dental marketing pros at The frank Agency to expand the marketplace and drive inquiries for its sales team. Our breakthrough product launch campaigns successfully demonstrate how the Element, Element 2 and Flex are technology-designed to help users revolutionize and visualize a better dental practice.
iTero TimeLapse Technology Product Launch
With 3D scans in as little as 60 seconds, the iTero Element with TimeLapse technology provides a unique visualization of patients’ oral health over time. This platform formed our breakthrough launch campaign, helping to “Shape the Future” for iTero with 35% sales growth in just one year!
The big idea featured a “time lapsed” dental patient to quickly convey what TimeLapse is – and does – to enhance chairside patient care. It’s human- vs. product-focused messaging. It stands out strongly against “sea-of-sameness” competitive advertising and messaging in the professional dental space. And it presents a cohesive and integrated message across platforms and channels.
Aggressive expansion of iTero’s digital footprint drives practitioner awareness and demand using integrated messaging across paid search, display and retargeting.
Paid social, video-embedded posts, and content emphasizing TimeLapse’s product benefits have boosted iTero’s follower base in a big way while also generating qualified leads for the iTero sales team.
The purchase cycle for high-tech scanning equipment can be lengthy, so targeted email nurtures prospects throughout the sales funnel with messaging that reinforces TimeLapse’s unique product and patient benefits.
Produced with an eye-catching lenticular feature, this postcard mailer showcases the unique TimeLapse technology, while grabbing readers’ attention and driving product inquiries.
Highlighting product benefits and centralizing data capture for the iTero sales team were the drivers of the campaign microsite. Mission accomplished by embedding video that supported the brand, using engaging content to highlight key messaging points, and including conversion-focused lead forms and interaction points to drive viewers to action.
iTero Element 2 & Element Flex Product Launch
Year two of our campaign brought new iterations of the product with the introduction of the Element 2 and Flex product lines. With a goal of highlighting each product’s individual and distinct product claims to expand the market even further, all campaign elements worked together to clearly demonstrate new features such as portability, advanced engineering, accuracy and ease-of-use. Video content, social media, digital, print, email nurturing and sales support materials hit the mark, driving up YOY new scanner sales of over 60% in less than six months. Now that’s a successful product launch.
New product videos amp up the engagement factor while clearly demonstrating enhanced features such as portability, advanced engineering, scan accuracy and ease-of-use. They also provide plenty of mileage content-wise across social media, on the website, at trade shows and for iTero’s internal sales team.
As a main driver of awareness and leads, digital strategies leverage custom audiences, look-alike modeling and buyer intent to deliver media efficiency while increasing inquiry volumes.
Paid social campaigns are designed specifically for follower and engagement goals. A strategic content mix of USG, video, posts and audience polls sync up with laser targeting, delivering relevant messaging that’s driving home double-digit engagement rates.
Team frank is on site with the iTero team at key trade shows and industry conferences, leveraging social media with real-time content that gets the word out and drives new product orders. We’re shooting and editing live video on the fly, then posting and live Tweeting. We’re sharing influencer interviews and live product demos with customer feedback. Best of all, we’re helping build a loyal and engaged following advocating for the iTero brand.
The distinctive brand voice and imagery of Element 2 and Flex carry through to sales sheets and brochures, arming the sales team with more detailed product information.