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Posted By: Allan Pettit
In business, it helps to have your head on a swivel.
That’s how Preventech, a CH&B client that develops and markets preventive care products to the dental industry, became aware of important changes in the fluoride varnish category.
The category leader – with 82 percent share – was swallowed up in an acquisition and the new owners promptly released the leader’s sales force. Other brands had evident product problems or little enthusiasm for marketing.
Knowing the varnish application process is a pain for the dental hygienist, Preventech created Vella™, a fluoride varnish with innovative application tools geared toward simplifying the process.
Working with the client, we created a strong, differentiating ad message that sells simplicity and touts the way Vella eliminates problems common to the competition.
Continue reading “CH&B Staying Busy On The Launch Pad.” »
Filed in CHB Posts, Dental Industry - 0 comments
November 16th, 2009
Posted By: Allan Pettit
Teeth-bleaching has been taking off. Yet studies show more than 80 percent of patients experience sensitivity during the bleaching process.
Market share for take-home products to treat that sensitivity is up for grabs. The category was shaken up following an acquisition, changes in distribution channels, companies losing focus and a general marketing malaise.
Preventech sensed an opportunity for a proven marketer to partner with supportive dealers to capture more of the market for the distributor network.
They developed and introduced Dayli, one of the only competitors to offer a colorless formula. CH&B took that advantage and helped to package it as a clear advantage for products used on teeth that are being bleached. Meanwhile, the business model clearly works too: Dealers sell to dentists who recommend Dayli at the point of sale.
As with Preventech’s other two launches (PediaGel and Vella) during an active seven-month period, CH&B helped to make it happen through strategic consultation, packaging, trade ads, a sell sheet, digital ads, web updates and PR.
Filed in CHBlog, Dental Industry - 0 comments
October 21st, 2009
Posted By: Angela Wenner
Industry experts are projecting a 4.5 percent annual rise in U.S. demand for dental products through 2012, citing favorable population trends, continued interest in cosmetic dentistry and growing concern about overall good health.
Unfortunately, that rising tide won’t necessarily lift your sales. Markets don’t demand what they misunderstand … or, worse, miss altogether…
Download Our FREE White Paper On New Media Trends and Tactics
We’d like to help by offering you an informative free white paper on new media trends and tactics, titled “The Tooth is Out There.” It offers many ideas that might help you get started on the road to more effective marketing in this brave new world.
Continue reading “Dental Product Demand to Rise: We Can Help You Capitalize.” »
Filed in CHBlog, Dental Industry - 0 comments
August 3rd, 2009
Posted By: Allan Pettit
Fast, flexible companies are like great running backs. Give them a sliver of space and – BAM – they’re running toward daylight.
Consider Preventech, a North Carolina-based, longtime CH&B client that develops and markets preventive care products to the dental industry.
Here was the scenario: The market leader in in-office fluoride gels all but abandoned dealer distribution; category brand advertising in dental hygiene publications had disappeared; and the top players had little product differentiation.
After determining the opportunities for differentiation were flavor, color and packaging – BOOM – Preventech was on the attack…with CH&B, their equally agile agency.
Filed in Case Studies, CHB Posts, CHBlog, Dental Industry - 0 comments
