The challenge.

Prosthodontics is a specialist branch of reconstructive dentistry that does not have the same recognition as orthodontics or periodontics. Prosthodontists are highly trained and highly skilled and the best Prosthodontists in the world, the ones who teach others at institutions like Harvard, are working in the Centre for Prosthodontists.

Despite this, they weren’t receiving the acclaim they deserved.

Diagnosis.

By running a brand audit, we agreed the Centre for Prosthodontics was being too humble. They didn’t feel comfortable ‘blowing their own trumpet’. In terms of marketing approach, there was a heavy focus on B2C marketing, whereas the primary audience was their B2B referral base of dentists.

Solution.

The brand was redesigned under the banner ‘World-Leaders in Advanced Dentistry’, including fresh new contemporary design, a video series, and a new website showcasing the updated brand messaging.

The marketing plan was refocused towards B2B activities that demonstrated the way the team partnered with, as opposed to competed with, the dentists - such as CPD education events, and a strong new customer experience plan is currently being implemented.

The results.

“Andy is quick to understand the context of a problem, connect the dots and provide solutions that are pragmatic and strategic in nature. I just wish I had met him earlier.”

Sharin de Silva, General Manager, Centre for Prosthodontics.