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.
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.
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.
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.