Problem
- Lower-priced offerings were threatening market share and margins. Both Hu-Friedy and Biomet 3i were seeing lower-price, lower-value products enter the market and needed to assert their leading quality, performance and advanced manufacturing with dental professionals and dental educational institutions. To remain competitive for the best employees, they also needed to build a profile and assert their leadership.
Solution
- Public relations and professional continuing education and engagement. For Hu-Friedy, we developed an innovative PR program that focused on leading dental journals, independent practice management media/social media outreach and KOL educational programs. For Biomet 3i, this meant branding and launching their Biomet 3i Institute.
Impact
- 30% YOY growth in media placements
- 56% increase in earned media ad equivalency value
- 5x growth in social media impressions from 1,266,225 to 7,257,301
- Exceeded enrollment goals at Biomet 3i Institute
