Young Specialties was in need of boosting visibility and sales for its PerioDT product, which is a biofilm application for periodontal debridement procedures. PerioDT works best to efficiently remove the smear layer and necrotic material from tooth and prosthetic surfaces. It’s used to aid dentists and dental hygienists to provide improved patient care and promote gum health.
The PerioDT product truly sold itself once implemented as it worked that well. But the challenge was to get the product message in front of the right people, specifically dentists and product purchasing managers. Once we got their attention, we had to educate dentists and hygienists on changing their protocols and adopting PerioDT into their standard treatment regiment.
Working closely with the team at Young Specialties, SWBR developed a multi-channel approach to driving awareness of PerioDT and its benefits to patients. We used search and display campaigns along with social media outreach (paid and organic) to move the needle. We touted key product benefits and drove our target audience to dedicated landing pages that provided the details needed for dental professionals. We also ran campaigns that supported CEU courses centered on the PerioDT product for a deep-drive education and third-party endorsement of the product. We also ran campaigns geo-targeted around key industry events.
The results were impressive as PerioDT became Young Specialties best-selling product. We helped move the needle with a significant increase in sales. We did this by carefully curating the customer journey, increasing Marketing Qualified Leads (MQLs) by 200 percent. And we increased Sales Qualified Leads (SQLs) by 85 percent. And once these new customers were won, there was a great promise of consistent future sales.
Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.
When he’s not working, Ernie enjoys spending time with his wife and daughters. He’s also an avid golfer still searching for his first hole-in-one.
