OBJECTIVE
To promote Teethan, the medical device designed to analyze the balance of dental occlusion an innovation in the dental industry by raising awareness and generating qualified leads within the dental professional target audience.
SOLUTION
To position Teethan as an innovative product in the market, we devised an integrated marketing campaign leveraging the potential of digital strategies, offline channels, and influencer marketing through interviews with industry experts. This initiative targeted Italian dentists and aimed to foster authentic and valuable relationships, ensuring meaningful engagement with the target audience.
DIGITAL STRATEGY
We implemented a series of targeted Direct Email Marketing (DEM) campaigns aimed at our selected database of Italian dentists. These emails provided information about Teethan and included a call-to-action inviting recipients to request a free demo via a dedicated landing page optimized for conversion, featuring a clean design and precise information.
To drive traffic and encourage form/survey submissions, we utilized two lead magnets for each email: a free sample of products related to dental occlusion and an exclusive ebook with cross-sector insights. These incentives significantly increased the conversion rate from visits to leads.
INFLUENCER MARKETING
We organized a series of interviews published in the Bplus INFODENT® magazine and its online portal. These interviews offered authoritative testimonials and highlighted the benefits of Teethan through the words and experiences of recognized experts.
Simultaneously, we created a dedicated hub page to collect these interviews, making the content more accessible and providing an additional, constantly updated point of contact with our target audience.
The integration of digital strategies with influencer marketing actions demonstrated the effectiveness of a multichannel approach in promoting innovative products. The combination of authoritative content and valuable offers successfully reached and engaged the target audience, strengthening Teethan's market position.
The campaign achieved its key objectives by generating qualified leads and increasing brand awareness for Teethan within the dental sector. The DEM campaigns achieved an average open rate of 25%, while the interviews on INFODENT® expanded visibility and credibility, leading to a rise in in-clinic demo requests.