DENTSPLY Caulk, a division of DENTSPLY International, is the world's largest professional dental products manufacturer. Their product, SureFil® SDR® flow, incorporated a breakthrough technology that was new to the dental community—traditionally a risk-averse group. Symmetri approached the launch in two phases. First, we introduced and educated the target on the new chemistry via a new microsite to build understanding, credibility and excitement. Later, together with additional campaign materials that included a printed brochure, sell sheets, a marketing video and procedure video, we introduced another microsite that focused on the product.
The result was a successful launch, with one of the fastest-growing new products in dental history.