As a solutions company for health care professionals, creating awareness while also maintaining customer engagement is essential to drive sales. Within the last year, the Henry Schein Dental (HSD) Performance Marketing Team identified an opportunity to launch customized interactive marketing campaigns to support the Company’s efforts to gain market share and sell low-exposure and slow-moving or surplus inventory faster.
The HSD Team’s first execution was “Henry Schein’s Block Party” (Block Party). Faced with a business imperative to generate awareness for a product line, CAD/CAM milling blocks, that previously had little exposure and was fairly new to the Henry Schein Dental product portfolio, Block Party became Henry Schein Dental’s first interactive performance marketing campaign of its kind. The HSD Team created a digitally-led, omni-channel campaign that marketed a 15% discount on all CAD/CAM milling blocks, which are used for tooth restoration. Over a three-month period, the promotion was marketed to targeted customers via multiple channels with an array of cohesive creative executions and messaging.
Channels used throughout the campaign included web ads, emails, social media, print mailings, telesales, field sales support, external site banners, re-targeting, trade publications, paid search, and a live event at an industry trade show. All of these marketing assets drove customers to a dedicated landing page where products could be purchased and exclusive offers from supplier partners, educational content, and an entertaining video designed to capture and retain customer attention were displayed. The Block Party video was also used across several other mediums, including social media and a trade show event. The trade show provided a forum for even greater engagement to bring the Block Party to life through an interactive, in-booth customer experience. With assistance from “Blockie,” our campaign mascot, he greeted customers with popcorn and lemonade and invited them to test their luck by spinning a customized wheel for a chance to win discounts off select Henry Schein products or services. Creating such a wide variety of marketing assets to have available to customers throughout the life of the campaign required detailed coordination from many departments throughout the company, and in doing so, proved to be very effective. Departments that were part of this coordinated effort included the following teams: Video and Multimedia, Product Category Management, Performance Marketing, Product Advertising, Creative Services, Inventory Control, Information Technology, Marketing Analytics, Events, Content Development and Sales.
This interactive performance marketing campaign was highly successful, generating an 18.8% increase in sales and a return on investment of 340%. Block Party – the first of its kind for our business – proved the effectiveness interactive marketing campaigns can have to create awareness, engage customers, and drive sales in a product category that was previously underpenetrated. These results have been shared throughout the Company, and several campaigns have been replicated for other product categories. With its success, Block Party has become the model – and standard – for all product-related digital marketing campaigns.
Campaign Video – https://player.vimeo.com/video/290352936