Dental Product Launch Case Study New X-Ray Holder Achieves 142% of Goal

CASE STUDY SUMMARY

An established dental product manufacturer sought to develop and launch a new dental X-ray holder while meeting an aggressive first-year sales goal. Medvance supported the initiative through in-practice observation, voice-of-the-customer research, market analysis, ongoing prototype feedback, and comprehensive launch planning. The coordinated approach helped identify unmet user needs, shape product development, and support a market launch that achieved 142% of the first-year sales goal.

Company

Established dental product manufacturer.

Project

Develop and launch a new dental X-ray holder into market.

Market

Dentists and dental practices.

Goal

Meet or exceed an aggressive first-year sales goal.

THE APPROACH

Research, Development and Market Launch

Efforts were begun to increase understanding surrounding the dental X-ray market and identify current user challenges and product gaps. Below is a breakdown of the research, planning and specific actions taken to accomplish this.

Research

1. Visited numerous dental practices to observe the overall dental X-ray procedure and identify challenges.
2. Conducted dental VOC (“voice-of-the–customer”) research around the challenges experienced surrounding the current dental X-ray process.
3. Attended tradeshows/conferences to gain additional insights into the current product offerings and messaging as well as gain additional feedback from dental staff.

Research Findings

1. Due to the current X-ray product offerings, specifically the X-ray media holder (digital or film), there was a potential for user confusion and thus errors, especially when conducting a full mouth series X-Ray due to the complexity of the components.
2. Current X-ray media holders required sterilizing of all components and thus increased staff labor demands.
3. X-ray errors caused delays in schedules for the dental staff and required some X-rays to need to be retaken, thus also inconveniencing patients.
4. There was gap in the market for a product that would adequately meet the above challenges.

Marketing Support During Development

1. During the development process of the new dental X-ray holder, provide development team regular market feedback on prototypes.
2. Once the final product design was determined, build a comprehensive marketing launch plan (with budget and timeline), including:
   • Product photo shoot
   • Packaging graphics
   • Advertising development, including:
   Brochures/sell sheets
   Publication print ads
   Digital advertisements
   Direct mail pieces
   Sales launch kits
   Trade show booth graphics

GOAL ACHIEVED!

142%

First year sales of the new device achieved 142% of the launch plan goal.

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This case study is provided for the purpose of illustrating the types of efforts and potential results Medvance Marketing can help clients achieve.

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