Word of Mouth
By Z
Now here’s an account we can really sink our teeth into (ahem).
Unless you’re a dentist (according to the Bureau of Health Professionals, only one out of every 675,000 Americans is, so let’s assume you’re not), you’ve probably never heard of Hauppauge-based Mydent International. That’s perfectly fine with Mydent, so long as dental pros around the globe – and the key distributors servicing them – have.
So Mydent has turned to New Media to make sure the company and its exclusive Defend® product line are on the lips (and teeth and gums) of healthcare providers here, there and everywhere.
Now, we’re just cutting our teeth (sorry) on the dental industry, but we know how to develop a ground-up brand image. It starts with listing the unique benefits – and there are several – that make Mydent the best at what it does.
What Mydent does is provide superior infection-control products, disposables and impression-material systems for dental practices. It’s not glamorous stuff or, to the layman, especially appealing — but dentists can’t find better or more affordable wares for protecting their staffs, their patients or themselves.
Spreading this particular message is a challenge with real bite (ouch). Mydent provides a critical service; boasts an uber-impressive international production, storage and shipping network; offers an innovative product line as deep as they come; and satisfies customers in every global corner … but this is not your typical “look, hook and feel” job.
Of course, New Media never bites off more than it can chew (zing!). So far, we’ve helped Mydent develop those all-important Unique Service Propositions, and now we’re knee-deep in work on their hefty catalog – not only streamlining and modernizing its appearance, content and functionality, but developing new ways to share it with target audiences.
Next we hope to delve into Mydent’s tradeshow marketing efforts, as well as website expansion, Social Media networking and a complete communications plan befitting a firm already recognized as the standard-bearer across myriad vertical markets.
Can we get to the root of this challenge? Will we drill it home? Rinse-and-spit those doubts, dear reader – the doctor is in.
October 20th, 2009 at 9:54 am
Think you put enough mouth and dentist jokes in there, Mr. Z?
October 20th, 2009 at 10:05 am
So is the future of selling products safe in the hands of distributors or will manufactures push to sell more direct to end user. Not just in dental products from China but from all products as we make less and less stateside.
October 20th, 2009 at 10:20 am
Harry … depending on their products, the size of their network and a zillion other factors, I think most manufacturers would be happy to do away with distributors and sell directly to end users. But without distributors, it becomes very, very difficult to properly and effectively service larger numbers of customers — it’s a never-ending battle.
In Mydent’s case, they rely on an exceptional distribution network they trust to do right by their customers. But current strategies (Mydent’s and everyone else’s) will change as the Internet becomes more and more prevalent.