"Do You Dare?": Dental Product Launch Is Model For Cross-Media Integration
CHICAGO, April 5, 2013 /PRNewswire/ -- To sell dental products today, you need to reach dentists where they're ready to learn. That's why DENTSPLY Caulk and Symmetri Marketing Group made the TPH Spectra launch campaign a model of cross-channel integration.
DENTSPLY Caulk is one of the world's largest dental products suppliers, and TPH Spectra is its newest universal composite for restorations. The launch is energized by the TPH Spectra "Truth Or Dare" Challenge – blind tests comparing the handling of TPH Spectra with competitors.
Dentists are hesitant to switch to new materials; to encourage crucial sampling of TPH Spectra, Symmetri Marketing Group developed print ads and e-mails daring dentists to take the Challenge in-office or at the Chicago Midwinter trade show where TPH Spectra was launched. Many of the dentists who sampled the product agreed to be videotaped – and their surprised reactions to TPH Spectra anchor the new TPHSpectra.com, fully developed and executed by Symmetri.
Extensive Twitter and Facebook integration supported the campaign and site launch, including "participation" by DDS Dan, the fictional dentist/private eye conceived by Symmetri as "spokesman" for an earlier TPH product and now spokesman for multiple DENTSPLY products on Facebook and Twitter, in print and at industry events.Dentists are strong users of social media, and two large dental distributors asked to participate in TPH Spectra social promotions. For example, Henry Schein reps participated in a Twitter chat with the product manager and DDS Dan. Symmetri developed an extensive product brochure, but TPHSpectra.com is the foundation. It features quick information, compelling video and a clear CTA. And in line with today's social media, it encourages easy scrolling rather than multiple links for additional information. The entire campaign is built around an honest proposition. TRUTH: Dentists are hesitant to change. DARE: We dare you to try something new – and a DENTSPLY Caulk rep will help.
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