With more than 150 restorative composites on the market, dentists tend to stick with the same products they’ve been using for years. At the Midwinter Meeting of the Chicago Dental Society, the TPH Spectra® “Truth or Dare Challenge” gave dentists an opportunity to compare the handling characteristics of DENTSPLY’s universal, dual-viscosity composite against their current composite in a “blind” test. Sixty percent chose TPH Spectra. We also created a Challenge Kit for dentists to try in their offices, produced videos of actual dentists performing the Challenge, and built a microsite with complete product information and a Challenge sign-up form. Email, social media and print campaigns drive traffic to the site for a complete, 360° campaign.
The “try it for yourself” approach helped turn a declining market share into 1.1 percent growth, $2.0 million in incremental revenue, and the largest number of dental offices in more than four years purchasing the TPH Spectra restorative composite.
BMA B2 Award, Best of Category: Marketing Activation
BMA B2 Award, Award of Excellence: Integrated Communications Program
BMA Tower Award, Bronze: Marketing Activation
BMA Tower Award, Bronze: Integrated Communications Program $100,000 – $250,000