B2B healthcare marketing: Harnessing the power of customer voices
Brand Awareness
The Client
Bioclear is revolutionizing dentistry by pioneering methods and tools for dental restorations that offer a more conservative approach than traditional fillings, crowns, and veneers by harnessing a combination of innovative products and application methods.
The Challenge
Bioclear knew that proper outcomes required product with proper training. The challenge was two-fold:
1. New customers tried the products, but most weren’t signing up for training, often leaving classes unfilled. They wanted more expert-level users of this product and application method.
2. Although they were experiencing high growth globally, there was a strong amount of business happening with only a handful of customers, leaving a significant amount of very low adoption users below it.
The Approach
We led two initiatives: a SWOT analysis in collaboration with the key executives for Bioclear, and an Insights Research Project interviewing key Bioclear internal and external stakeholders for qualitative and quantitative data.
Key insight: Education will improve Customer Lifetime Value
- Only 42.7% of new customers were reordering
- 85% of new customers who attended classes, reordered within 3 months
- Education improves customer retention and reorders by 2X
- Customers didn’t have a clear picture of the brand messaging and value and weren’t being nurtured during the crucial first 3 months.
Nurtured repeat customers drive 3-7 times the revenue per visit as one-time buyers.
The Solution
We built a targeted marketing campaign. Our analysis showed we had a strong opportunity for growth—customer retention and value expansion through education. We leveraged video, email and the client’s CRM to deploy a “show and tell” campaign that targeted new customers with testimonials from peers about practice success after training.
SERVICES PERFORMED
Growth Planning
- Market Research
- Buyer analysis
- Sales and marketing plans
Brand Awareness
- Video production
- Email marketing
- Social media marketing
We directed a series of testimonial videos that became the cornerstone of the campaign. These showcased dentists’ experiences at the Bioclear Learning Center and featured messaging about value of implementing the Bioclear Method into their practice.
Next we targeted Bioclear’s captive audience, dentists already in their sales funnel and familiar with Bioclear, with a campaign comprised of emails and social media posts and reels.
Testimonial emails were followed by additional emails about the Bioclear Method, learning opportunities, and product marketing that featured both the unique Bioclear process and product imagery.
The Results
A Powerful Solution. This evergreen campaign was key in creating demand for education classes, significantly improving Bioclear customer retention and value.
