Aquasil Ultra+ Smart Wetting Impression Material
The flagship part of the system launch relies heavily on up-close, bold images to stop clinicians and draw them to the advertisements and content housed on the launch site microsite, trade publications, social, and elsewhere. The images tested very well in development and resonated well for recall. The messaging focused heavily on new test methods and performance, raising awareness and creating doubt about existing material performance.
digit Power Dispenser
The delivery aspect of the system likewise relies on bold impression imagery and complemented the no-compromise message with a more specific “Moves with You” headline, pointing to the key compromise clinicians made with delivery – moving for the delivery system instead of the system moving for them. The graphic treatment speaks to additional delivery control, with messaging hitting the key tones of control and predictability.
Market Response
Aquasil Ultra+ and digit Power Dispenser have allowed Dentsply Sirona to grow share on a #1 position in a market that is mature in a premium category that is in decline. To date, the product has generated >$10MM USD wholesale in global sales, helping turn an impression material decline in the US into a 1.4 percent growth in 2017 while entering the US market at a lower price point. And in just six short months, more than 1,500 digit Power Dispensers have been placed in offices, improving the clinician experience and helping clinicians improve their clinical results.
Since launch, Siebel data (key dental 3rd party share data company) reports a nearly 1 percent share point gain in the US. And key global markets like Germany are already seeing success with revenue increases in this important category of 18 percent.
End user satisfaction is also very high at a 44 percent stick rate, with customers identifying key positioning points as reasons for purchasing and staying with the material and the system. Intraoral/clinical performance attributes rating the highest.
Dentsply Sirona has been able to create broad awareness around both products and their relationship to the single-unit crown procedure. Since launching Aquasil Ultra+ material, the company was able to draw over 22,000 clinicians to the Aquasil Ultra+ microsite.