To grow, the Company needed to tell a differentiated story to encourage new dental providers to accept the plan.
The Company’s dental team partnered with Beehive to develop a compelling, cohesive value proposition and key message platform, to solidify the Company as a best-in-class network provider. The work was completed in a two-phase approach.
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Strategies
- Develop a dental-focused brand story, persona narrative, key messages and sales value proposition that creates differentiation in the market, while maintaining the integrity of the Company’s brand (See play book)
- Equip the Company’s Dental team to tell a cohesive story through communication, trainings, share-outs and sales collateral to support consistency in the marketplace
- Create excitement, interest and awareness among all audiences, with a primary focus on prospective dental professionals and provider groups while maintaining focus on their changing needs
- Leverage primary and secondary research to inform positioning, messaging and communication planning
“The team is extremely excited about the work and the resources we’ve developed to help them implement. The launch was well-received and early metrics show team members are engaging with the different education/training resources.”
Senior Marketing Specialist
