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Hu-Friedy and Dental Products Report

The Happy Hygienist Campaign

Target audience: Dental Hygienists

Product: Dental hygiene instruments

Goals: Content, awareness, engagement, enrollment in loyalty program, market insights, qualified leads

Solution: Integrated content marketing and lead nurturing campaign. Co-branded Happy Hygienist Campaign with industry publisher ModernHygienist.com combined editorial, survey, PR, social media and experience to gain insights into the career attributes, attitudes and practices that supported career satisfaction, while also gaining visibility into hygienists’ attitudes toward instrument selection. Poll data was used to create original eBook, “How to be a Happy Hygienist: Simple tips to enjoy every day at work,” creating a high-value, ongoing campaign that ran six months.

Client results: Survey results provided valuable insights into hygienists’ attitudes toward instrument selection as well as general psychographic data that helped Hu-Friedy improve its messaging. Follow-up nurturing campaign provided strong conversions into Hu-Friedy’s loyalty program, Friends of Hu-Friedy. Hu-Friedy’s CMO said “Fantastic program that delivered 1,417 total downloads, 1,374 unique downloads and 7,294 unique web impressions. Lead quality was top-notch and insights gained were huge.”