Create a trade press campaign targeted to dentists to promote the competitive advantages of Dentomycin® Periodontal Gel. Dentomycin was launched in 1995 and is a well-known, adjunctive treatment for adult patients with periodontal (gum) disease. Over the years it has been in a reserve positioning and a new campaign was needed. Periodontists do not accept that adjunctive treatments are effective but High Street dentists with limited time and patients who do not wish to have or pay for flap surgery it is a useful additional therapy to scaling and root planing.
The market is growing rapidly due to the increased use of dental implants so it is was crucial that the new Dentomycin® branding sent a clear, and impactful message to dentists about the product’s USP.