Launch a pioneering business model in an oversaturated market.
We helped a successful Korean dental implant company launch in the US, using a new business model focused on partnerships with dental practices.
Our client, a Korean manufacturer of dental implants, developed a completely data-driven approach to dental implants that changes the outcomes and experience for patients. Through our client’s procedure, patients receive a fully functional implant through a two-hour, no-blood, no-incision procedure, versus the traditional method which is invasive and can take months.
As the client entered the US market, they faced a highly competitive and increasingly commoditized dental market…and the stigma of a being a cheap Korean brand.
How We Helped
Using our SENSE capabilities, Brado evaluated our client’s opportunity using our Database of Intentions – a digital deep dive of the consumer implant market. From this, we discovered the key decision-making factors for patients and dentists, then tailored our launch campaign and messaging around these pillars.
To provide differentiation to dentists, we created a strategy to redefine the manufacturer and physician relationship through a unique partnership model. On the patient side, to reach them when and where they search for dental implant information, we created a comprehensive digital marketing program.
18 months after U.S. market entry, the appeal of our client’s partnership business model is at a point where demand is outpacing a dental practice’s ability to deliver (a nice problem to have). The digital marketing campaign has been proven though local pilot programs. For one Midwestern practice, the program resulted in a notable 3x ROI for the practice.
Create a comprehensive sales platform that leads to measurable action.
We helped a company bring a category-first Glaucoma treatment to market, by using target insights from physicians and patients to build an effective sales platform.
Our client developed a revolutionary Glaucoma treatment. They wanted not only to launch a product, but also to define and establish themselves as the leaders and pioneers of a new treatment category.
How We Helped
Using our FEEL framework to gain a deeper understanding of our customer, we got to know Ophthalmologists and how they think and feel when presented with a new paradigm for helping their patients. The key insight was we couldn’t just present a new widget or technology, but instead needed to help them understand the patient journey and how to incorporate it into their existing workflow.
We applied this insight using the Brado Launcher™ to ensure every communication led to a worthwhile patient/physician benefit – with measurable high-value action for our client. With the Launcher, we developed a comprehensive selling platform for sales reps, focused not only on our client’s product, but also on the key benefits of this new product category. We also developed a multi-channel approach to each patient. This included B2B2C materials to help physicians educate and inform patients and a DTC campaign to reach potential patients as they searched for information online.
Our client established itself as the founder and leader of a new category of glaucoma treatment and established a position of innovation and trust in the market. In 2019, this new category of business accounted for over $200M of revenue and is, today, growing at double-digit rates.
Curate a digital presence to create engagement with HCPs.
We helped a leader in renal care develop a robust digital marketing campaign leveraging owned and paid online media.
Previously, our client focused on traditional promotional channels like print, tradeshow and trade or society tactics. In a year with no new product launches, they not only needed to deliver meaningful value and engage with HCPs, but also socialize a library of educational assets and content.
How We Helped
We developed a robust digital marketing engine that leveraged owned and paid online media to: drive awareness, interest, engagement, and adoption of technologies via ongoing content marketing , reinforce company and product brand leadership among HCPs and provide the sales team with qualified leads interested in adopting the technologies. Key elements of the digital plan included: Geofencing, email / marketing automation, site retargeting and facility/account targeting. Brado also developed the clients first foray into social media and helped to launch sponsored Facebook and organic and paid LinkedIn content.
In the last year, our client’s organically developed an email marketing list with over 4,000 subscribers…and delivered 50,000+ emails (with an average open rate 2X higher than industry publications), and served over 4 million ad impressions across all digital tactics. Our client’s educational content platform has received over 10,000 unique web visits with 100+ hours of educational videos viewed and hundreds of HCPs attending the educational webinars.