The Client
Established in 1976, award-winning Kuwata Pan Dent has been a stalwart of excellence in the dental industry. Kuwata Pan Dent is dedicated to positively impacting the lives of our clients, their patients, and our employees. We strive to be your trusted laboratory partner, serving as a member of your team and helping to ensure your success as practice.
The Challenge
Kuwata Pan Dent is a renowned dental restorations lab founded on the high integrity of Japanese artistry and technical excellence. They wanted to stand out in a sea of labs and be known as the luxury provider at more affordable prices—a Porsche on a Honda budget. They hadn't updated their website our marketing materials in over a decade and had little to no social presence.
The Strategy
I worked closely with the account director and Kuwata's internal marketing and sales team to elevate their brand and build a more sophisticated content and marketing strategy that focused on B2B2C (since more than 50% of patients research products on their own). As well as a B2B strategy that focused on
The Strategy
The "Don’t You Wish You Had Diagnostics for Real Life?" campaign employed a comprehensive strategy to connect with eye surgeons and their teams in over 140 countries. Central to the campaign was a dynamic photo and video shoot that brought universally relatable scenarios to life, emphasizing foresight and precision. These visuals were seamlessly integrated across print and digital ads, banner ads, emails, and sales playbooks, creating a consistent and compelling message. To ensure global reach and resonance, all materials were translated and adapted for diverse languages and cultural nuances, demonstrating the campaign’s commitment to clarity and connection on a worldwide scale.
Tactics
To increase awareness on both B2B and B2B2C fronts, I created an aggressive social plan, incorporating a lot of video. This include:
A Day in the Lab / Meet Kuwata
Kuwata Q&A
Transformation (innovation)
Partnership features and Customer Success
Tooth Tips
Events
Along with the global campaign, developed and executed content for event launches at two major events, AAO and ASCRS.
$1.8 B (+2%)
Surgical market share growth went up 2% or $1.8b in the year after launch.
60%
Highest ranking of customer satisfaction in major markets;
SAP spanned ~60% of sales
5%
Sales returned to growth, with 5% constant-currency growth for the year
$7.2B (+7%)
Market share growth in consumables + implantables
The Results
The Results
$1.8 B (+2%)
60%
5%
$7.2B (+7%)
Results
Social results varied, but during my time, we were able to increase from low double digits to several thousand.
Highest ranking of customer satisfaction in major markets; SAP spanned ~60% of sales
Sales returned to growth, with 5% constant-currency growth for the year
Market share growth in consumables + implantables
Market share growth in consumables + implantables
$1.8 B (+2%)
Surgical market share growth went up 2% or $1.8b in the year after launch.
Highest ranking of customer satisfaction in major markets;
SAP spanned ~60% of sales
Sales returned to growth, with 5% constant-currency growth for the year
60%
5%
$7.2B (+7%)
