Dentsply Sirona

Performance Marketing + Digital Strategy.

 

Dentsply Sirona asked Vekst for help managing the challenges related to finding an effective collaboration on performance marketing, content production and distribution in a global organization. Together, existing structures that prevented full utilization of central content and joint follow-up of activities were challenged.

 

Background.

Dentsply and Sirona joined forces in 2016 and thereby became the worlds largest manufacturer of professional dental solutions. Implants and Implantology is a part of the Dentsply Sirona Group. Implants develop and manufacture high-tech products for dentists and orthodontic surgeons world-wide. Implants markets a wide range of products in a traditional market under fast-paced digital transformation.

Main challenges.

  • The market and industry for dental products and materials are traditional and somewhat conservative.

  • The market is characterized by long and offline customer journeys that create challenges for measuring the effect of digital marketing efforts.

  • In a decentralized organization, there are challenges in creating processes where local markets can create effect via centrally produced content.

The result.

  • 500K

    Using detailed targeting combined with Vekst's continuous optimization of ads and channels, the Dentsply Sirona was able to reach +500 000 key individuals within the Dentistry industry globally.

  • 1,5%

    An average CTR of 1,5% for all channels, indicates that valueable and relevant content was provided.

  • 200%

    Triple increase in internatal usage of centrally produced material in local markets.

“Vekst has been a reliant and responsive partner in helping us develop a new content strategy and the processes, routines and structures required to make a global market organization able to work together. It is clear that Vekst has both extensive experience of strategic change management and that they are skilled in the digital world. I would say that this combination is crucial for success both at a strategic level as well as with the practical implementation.”

— Maria Orrebrant, Senior Manager - Global Online Communication & Platforms Dentsply Sirona

Key success factors.

 

Research is key

The understanding of what touchpoints that are the most important for the stakeholders and what digital channels they prefer has served as the basis for how to produce and distribute social media content in the most effective way.

Transparency

Having access to first-hand information and being able to interview clients and team members is key in identifying thresholds, challenges and strengths.

Sharing insights

Continuous sharing of reports and insights within the central organization and with the local markets has been a decisive factor and raised interest in marketing throughout the company. Today, decisions and improvement measures can more quickly be established - only by defining and clarifying the most important KPIs.

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