Having a strong presence in dental media is an important factor in connecting a company with its customers. A successful media strategy helps to influence a brand’s perception in the marketplace. Overall, Dentsply Sirona press clippings made up a plurality of reporting across international dental media and 2017 provided ample opportunities to make headlines thanks in part to great events such as the IDS and Dentsply Sirona World.

Treatment Centers used a variety of methods to reach its audience online, in print, and on television through press releases, magazine publications, and interviews with journalists. 2017 was a successful year in terms of exposure, with the SBU featured in 573 articles throughout the year. Online publications made up the majority reflecting modern reading habits and the potential reach of digital media.

• Teneo product clippings accounted for a 56 percent share of voice relative to competitors.

• Sinius held a 51 percent share of voice.

• Online clippings for the Intego, Sinius, and Teneo product lines each had a potential reach to over 92 million viewers.

In cooperation with German publishing house Oemus Media, Treatment Centers developed a special edition of the magazine ZWP Extra focused on ergonomics. Published in multiple languages, the issue contained an introduction by Michael Geil, Group VP of Treatment Centers, as well as an interview with Günther Moritz, longtime mechanical engineer with the Company, sharing his insights into the design and development of a treatment center. The issue also contained practical tips for clinicians to help them improve comfort for both patient and practitioner and minimize the physical impact of their daily work routine.

Another successful publication for 2017 was Treatment Centers’ own DSIGN Magazine. The magazine features examples of dental offices that have built their practices around four trends in design: Honest Materials, Pure Shapes, Cheerful Patterns, and Embellished Elegance. Participants at IDS, Dentsply Sirona World, ADF Paris, and several trade shows in Germany even had the opportunity to personalize their copies with an individual cover photo.

Individual user cases played a helpful role in sharing real experiences from the perspective of one professional to another and helped to provide a trusted voice for sharing the advantages of specific products. Overall, 2017 was an effective year for Treatment Centers in the media thanks to the execution of a multifaceted communication strategy that piqued the interest of its intended audience.