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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, Healthcare - 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
