Campaigns
Based on company initiatives, I follow a rigorous campaign development process that allows for collaboration, input and alignment among cross-functional teams, identification of target audiences and KPIs. I work with internal and external design teams to create draft concepts and then validate the ideas with customers. Next, an asset road map is created, budgets are established, and media planning is executed. When ready, the campaign is launched and results are tracked. Wins are celebrated with the team and underperforming tactics are examined and retooled as necessary.
Patients Talk
Knowing that the primary source of new patients is referrals, the Patients Talk campaign was developed in conjunction with the launch of Planmeca’s new PlanMill® 50 S. This new mill allowed doctors to mill everything from inlays to dentures – a tremendous advancement in patient convenience.
Ready. Set. Solve.
This CAD/CAM campaign helped launch Planmeca’s new PlanMill® 35, a component of the complete Planmeca FIT system. The new mill adds versatility and additional milling capabilities. It embodies the idea that dentists can now solve their patients’ needs in a single visit.
Driving Practices Forward
In addition to providing better patient care, CBCT imaging drives increased production in a dental office. Incidentals finding uncover pathology often missed on 2D radiography and 3D imaging opens the doors to new services such as placing implants, dental sleep medicine and advanced dentistry. This campaign also focused on Planmeca’s Ultra Low Dose™ imaging as a vehicle for employing CBCT imaging into routine diagnostic workflows.
Formula for Recovery
Dental practices were hit hard during the pandemic starting in early 2020. Most offices were closed for months allowing only emergency appointments and patients were slow to return. This campaign was created to illustrate to doctors how investments in technology would be the fastest way to recover economically. Through increased production with CBCT imaging and lab savings associated with CAD/CAM equipment, practices could recover from losses.
Trust Campaign
The Trust campaign was designed with two objectives in mind. The first was to promote awareness that KaVo and Kerr had combined and now offered both consumable products and equipment for dental practices. The second, was to build trust in the newly formed entity immediately following a massive brand consolidation project.
Imagine Campaign
In 2016, KaVo launched a global initiative to consolidate multiple imaging brands (Instrumentarium and Soredex) under the KaVo name. The goal of the campaign was to announce the new, expanded portfolio and leverage the brand equity of KaVo within the new product categories.
Evolution Campaign
The NOMAD is the perfect example of how important tri-storming is in campaign development. During our the development process, we learned that we needed two dramatically different campaign messages. One for the dental practitioners and one for the dental hygienists. The Evolution campaign delivered a technical evolutionary message to dentists that this technology is the next generation of intraoral x-ray imaging devices. The Safety campaign was then created for speaking to hygienists.
Safety Campaign
The Safety campaign was created to eliminate concerns among dental hygienists that handheld x-ray devices put them at an increased risk of exposure to ionizing scatter radiation. This campaign was deployed through publications geared towards the hygienist community.
Opportunities Campaign
This campaign was designed to address growth opportunities for dental practitioners by illustrating the type of procedures that they could address for their patients if they had 3D imaging technology to assist in accurate diagnostics and treatment planning.
Instrumentarium Dental
Power of Yes Campaign
The Power of Yes campaign illustrates how placing just two implants per month can significantly impact practice growth and revenue – all this can be done with the patients already in their practice.
Instrumentarium Dental
What's M ssing Campaign
Predictable outcomes in implant treatment is greatly enhanced with 3D technology. This campaign is a continuation of the previous campaign and identifies missed growth opportunities for the practice, and missing teeth within their patients.