Medical Device Link.

Originally Published MX July/August 2003

ADVERTISING, DISTRIBUTION, & SALES

In order to prepare for the launch of the Sonicare Elite, the second generation of the Sonicare power toothbrush, in March 2002 Philips Oral Healthcare selected Stratagem Healthcare Communications (San Francisco) to handle marketing communications to dental professionals.

The campaign was to be conducted in three stages: prelaunch, launch, and postlaunch. The first two phases consisted of a dedicated Web site prepared by Philips' interactive company, videos and theater presentations by the firm's production company, and printed launch materials developed by Stratagem. After launch, follow-up collateral pieces by Stratagem were sent to dental professionals supporting the launch message and highlighting the advanced features and superior clinical benefits of the new Elite. In addition, a consumer agency handled a direct-to-consumer campaign that built upon the launch themes.

Graphic emphasis on the unique bristles and brush head dominated the launch campaign developed by Stratagem Healthcare Communications (San Francisco) for the Sonicare Elite power toothbrush.

The toothbrush was launched in New Orleans in October 2002 at the annual convention of the American Dental Association (ADA). "Since the Sonicare brand was first introduced years ago the strategy was to communicate the clinical benefits first to the dental professional and then to the patient/consumer," says Patricia Malone, who led the creative team with her longtime colleague and creative partner, Paul Harris. "Acceptance by dental professionals is critical to the credibility of the brush, and to recommendation, and our strategy was consistent with Sonicare's historic approach."

Shortly before the convention, a series of teaser ads were published in dental trades to generate interest in the launch. "At the show, our strategy was to build awareness with more teaser ads, including billboards, banners in the exhibit halls, and a banner outside the convention center," reports Harris. Additional product information was provided through demonstrations at the Sonicare booth, a theater presentation, and brochures that detailed the product specifications.

Throughout the campaign, meetings were held among representatives from all of the agencies involved, including Stratagem, the consumer agency, the Web team, and the event planners. "We all knew what everyone was doing, and as a result the entire campaign truly resulted in one brand, with each agency building upon the work of the others," says Malone.

For the campaign, Stratagem received an AdQ award for outstanding readership response to a print ad that appeared in the August 2002 issue of RDH, a national magazine for dental hygiene professionals. The agency also earned two bronze In-Awe awards from the Medical Marketing Association.—Geoff Geiger

Photo courtesy STRATAGEM

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