Dental

Rationale (Situational Analysis)

Multinational healthcare company seeking to consolidate its # 1 brand in the medical mouthwash arena.

Objectives

• Educate dental healthcare professionals on the brand and its science, and
• Consolidate its position through at least 99% recommendation from the targeted healthcare practitioners.
• The company wished to launch new lines

Team and Tactics

• A high impact national team of 4 dental representatives led by an experienced commercialisation manager, were deployed in the 4 major cities, targeting oral hygienists, dentists and other dental practitioners.
• Educational campaigns were executed by the team with the above objectives

Outcomes

A sample of 400 practitioners were selected by an independent market research house. One hundred of these practitioners were interviewed quarterly. The one key question asked was “What dental mouthwash would you recommend to your patients.”

Year 1

By year end, reported 98% recommendation of the said brand by the target group.

Year 2

Quarter 4 reported 100% recommendation of the said brand.

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