Evolving Marketing @ Dentsply Sirona

Evolving Marketing @ Dentsply Sirona

Q4 2020

Full Version

Purpose

19/11/2020 Dentsply Sirona 20162

Introduce McCann Health as our New Agency of Record

Provide guidance on agency engagement process

Communicate Positioning framework for use at Dentsply Sirona

Introduce Brand Architecture and update changes to Brand Guidelines

Content

Topic Objectives SME Owner

Agency Engagement Who are McCann and why were they chosen?

When and how to engage McCann

Brief writing templates

Joe Goldstone

Product Positioning Framework

Defining Target Audience and Frame of Reference

Points of Difference vs Tagline

Positioning vs Communication Strategy

Chidam Chidambaram

Brand Architecture & Visual Guidelines What is the DS Brand Architecture?

How have Visual Guidelines changed?

Rachel Kriester

Agency Engagement

19-11-20204

Why McCann?

• In 2018, Dentsply Sirona engaged with more than 75 agencies around the world. Such a broad spread of engagement creates inefficiencies of scale in spend and quality of creative.

• McCann Health will provide support for all Product Groups, as well as US and Germany CCOs through their locations in New Jersey, London and Frankfurt, supported by their team in Sao Paulo.

• By channeling our core work through a single, global agency, we will be able to enjoy greater spend efficiencies and a higher quality of strategic and creative support across the company.


When to engage McCann

• McCann Health (MCH) is a full-service agency who will be engaging with Dentsply Sirona from their locations in New Jersey and London, supported by teams in Frankfurt and Sao Paulo.

• MCH will provide full support for all origination projects, from launches of new product lines and line extensions through brand development and portfolio management programs, to major commercial campaigns (e.g. Healthy Practices Healthy Smiles, DS World, OneDS, DS Live etc.).

• In certain cases it may still be more economical to engage with freelancers or local agencies for smaller adaption projects, such as creating campaign assets (i.e. Banners, Pop-ups, Social Media posts) using existing artwork and key visuals for an existing campaign or updating existing brochures with new photography.

• For the US CCO, all non-McCann work should go through Upwork.

• Corporate Procurement will work with Corporate Marketing to expand Upwork to US based PGs and then onto EU PGs.

• In meantime, use existing approved agencies (these can be confirmed via Corporate Procurement).

• When in doubt, assume McCann. Confirm with Corporate Marketing.


Rodney Sexton

Planning Director

Mike Nuchols

Creative Lead

Mike Koch

Account Lead

Matt Levy

Project Manager

Jeff ErbMedia

Gill Walker

Client Lead

Maria CiranniSenior Strategist

Zahid Siddique

Expert Lead

Matt Levy

Project Manager

Gordon ClarkEngagement

All ProjectsUS CCO

leadership

Marissa

Liebermann

Project Lead

Eric Vollmuth

Account Lead

Corporate

New Jersey – Corporate, US CCO & US PGs

Sheetal Modi

Account Lead

Nestor Galeano

Project Manager

SureSmile

TBD

Account Lead

TBD

Project Manager

Consumables

Eric Vollmuth

Global Client Lead

Parrus Doshi

Planning Director

Guy Swimer

Creative Lead

Joao Salazar

Account Lead

Gavin Tormey

Senior Art Director

Pauline Albert

Designer

Alex Frew

Client Lead

Lee Menzies-

PearsonSenior Strategist

Zahid Siddique

Expert Lead

TBD

Project Manager

Jamie Welsh

Copywriter

All ProjectsImplants/CEREC

leadership

Tatiana Court

Project Lead

London – EU PGs

TBD

Account Lead

TBD

Project Manager

Equipment & Instruments

TBD

Project Manager

Consumables

Eric Vollmuth

Global Client Lead

Parrus Doshi

Planning Director

Guy Swimer

Creative Lead

Zahid Siddique

Expert LeadAnke Schrot

Client Lead

Natalia Van den

Bout

Account Lead

Nadine Muller

Creative Lead

DACH CCO

Tatiana Court

Project Lead

Jonathon

Kukathasan

Executive Sponsor

Frankfurt – DACH RCO

Eric Vollmuth

Global Client Lead

How to Engage with McCann

• Owner – DS.

• Contains Project Background, High level objectives, success measurement, target audience, key messaging, scope of deliverables and deadline

• To be presented to McCann by project team

Briefing Document

• Owner – McCann

• McCann’s scope of work in response to DS’s briefing.

• Once scope is agreed, final project pricing to be signed off.

Scope of Work

• Owner – DS

• Should outline and price details for the project.

Purchase Order

• McCann will lead creative process

• Total process time will be dependent on the amount of assets being delivered.

Creative Process


• Dentsply Sirona & McCann will implement a single engagement process, whereby a standard briefing template will be used to communicate project requirements.

• Each division will nominate a main point of contact (or contacts) through which communications will flow.

• A member of the Corporate Marketing team will be included on all communications to help ensure consistency for quality control and relationship management.

All briefs with a potential project value in

excess of $200,000 must be approved by

CMO prior to submission to McCann

1-2 Weeks 1-2 Weeks 1-2 Week 4-8 Weeks

Rodney Sexton

Planning Director

Mike Nuchols

Creative Lead

Mike Koch

Account Lead

Matt Levy

Project Manager

Jeff ErbMedia

Gill Walker

Client Lead

Maria CiranniSenior Strategist

Zahid Siddique

Expert Lead

Matt Levy

Project Manager

Gordon ClarkEngagement

All ProjectsUS CCO

leadership

Marissa

Liebermann

Project Lead

Eric Vollmuth

Account Lead

Corporate

New Jersey – Corporate, US CCO & US PGs

Sheetal Modi

Account Lead

Nestor Galeano

Project Manager

SureSmile

TBD

Account Lead

TBD

Project Manager

Consumables

Eric Vollmuth

Global Client Lead

Parrus Doshi

Planning Director

Guy Swimer

Creative Lead

Joao Salazar

Account Lead

Gavin Tormey

Senior Art Director

Pauline Albert

Designer

Alex Frew

Client Lead

Lee Menzies-

PearsonSenior Strategist

Zahid Siddique

Expert Lead

TBD

Project Manager

Jamie Welsh

Copywriter

All ProjectsImplants/CEREC

leadership

Tatiana Court

Project Lead

London – EU PGs

TBD

Account Lead

TBD

Project Manager

Equipment & Instruments

TBD

Project Manager

Consumables

Eric Vollmuth

Global Client Lead

Parrus Doshi

Planning Director

Guy Swimer

Creative Lead

Zahid Siddique

Expert LeadAnke Schrot

Client Lead

Natalia Van den

Bout

Account Lead

Nadine Muller

Creative Lead

DACH CCO

Tatiana Court

Project Lead

Jonathon

Kukathasan

Executive Sponsor

Frankfurt – DACH RCO

Eric Vollmuth

Global Client Lead

Points of Contact - Briefing

DS Business MH Lead (To) MH Account Lead (cc) MH

Relationship

DS Corporate

US CCO

Gillian.walker@mcca

nn.com

[email protected]

Eric.Vollmuth@

dentsplysirona.

com

Corporate-

marketing@dentsply

sirona.com

SureSmile PG [email protected]

m

Consumables PG TBD

DACH RCO Anke.schrot@mccan

n.com

Natalia.vandenbout@mcca

nn.com

Implants [email protected]

om

[email protected]

mCEREC PG

E&I PG TBD


mailto:[email protected]









Project Process & Completion


▪ Projects will be governed via regular update calls between MCH and DS project leads.

▪ Any issues with McCann engagement (project management, work quality, etc.) should be escalated to Corporate Marketing.

▪ Project will be deemed complete when the deliverables defined within the SOW are approved by DS team, based on the criteria that they communicate the desired message to the target audience, while considering items listed in the execution parameters (i.e. DS brand character).

Briefing Format

19-11-202017Dentsply Sirona 2016

Basic Principles

• A well-crafted briefing enables a better-quality result and a more efficient and cost-effective process.

• All projects for external agencies must be provided using the DS Template, regardless of size.

• The author of a briefing is responsible for ensuring all stakeholders are engaged and aligned PRIOR to passing the briefing to the agency.

• Ensure alignment on WHAT the brief is looking to achieve (i.e. what we seeking to communicate).

• Avoid dictating HOW the work should be done.

• The Brief should include all deliverables and be specific, regardless of the who is delivering (i.e. a product launch brief may have deliverables for the Agency of Record, Corporate Digital Marketing and Corporate eCommerce).

• A single project may require more than one brief to allow for different sections to be addressed appropriately –that can be decided between the author and the agency. However the overarching project must always be part of the brief.

• i.e. If a new product launch is driving the re-launch of a product portfolio, the product portfolio re-launch should be includedwithin the brief, or a separate brief of its own.

• Consider language use within the brief – even an established agency may involve team members who do not have deep industry knowledge and won’t understand specific terms.

• DEFINE YOUR ACRONYMS!!! First time you write an acronym, be sure to spell it out.

1819-11-2020

1. Background

▪ This section is to provide all basic information regarding the project at hand.

▪ In the case of a new product/solution, this should include details of the market segment, the problem being solved by the product/solution, any information regarding existing products/solutions (either DS or competitor), and relevant market data

▪ The author should consider whether the recipients of the brief have sufficient understanding of the category and provide supporting materials as needed

▪ i.e. the first time briefing an agency on a launch within the Endodontic segment should include a brief explanation on what Endodontics is separately.

▪ Explicit detail should not be needed in subsequent briefs.

▪ If needed, provide more substantial amounts of information in an accompanying file – e.g. a ppt to cover the product portfolio involved.

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2. High Level Project Objectives

▪ What is the project looking to achieve?

▪ In the case of a product launch, this may simply be the successful launch of the product to market–e.g. achieve a certain volume of sales/market share within a certain period. This objective should be for this portion of the project i.e what do you want the advertising to drive.

▪ Be clear in defining whether the objective is to address a single product or impacts a larger procedure or solution.

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3. Success Measurements

▪ How will we know if the project was successful?

▪ This should consider what the agency is actively involved in.

▪ If a product launch needs to sell 500 units in the first 6 months, and it is estimated that a 25% of qualified leads will purchase the product, the measurable is to deliver 2000 qualified leads.

▪ Qualified leads may also need defining – request for a sales demo, provide an email address for more information, log in to the Academy to take a course relating to the product.

▪ The measurement should be genuinely measurable – if the project is a campaign to increase brand awareness, is there a base level of awareness and plans to follow up on that awareness?

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4. Campaign Target Audiences

▪ This is critical for allowing the agency to address their messaging appropriately, as well as assessing the size of the task at hand.

▪ Consider demographics, psychographics, attitudes, usage/behavior(s) in defining the target audience.

▪ “GPs” as a target segment will result in high level, less relevant messaging.

▪ “GPs who are business oriented and run their own practice” or “current CEREC users in DSOs” is a more targeted message.

▪ If there is more than one target audience for the same message of if there are relevant messages to different audiences include this.

▪ The more versioning of messages the higher your cost.

▪ Prioritize your target customer segments.

▪ It is worth including all of them as the agency may be able to develop a message that can resonate with all or build a concept that can be scaled more easily.

▪ Be clear whether you want one creative to address all your targets or different pieces – it affects cost and scope of work

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5. Key Customer Insight

▪ Provide insights that will give the agency valuable information that will help make the creative effective.

▪ E.g. ( US Context) Working mom’s want to feel like they are a good mom. Having their children eat a meal completely that she had to do something to prepare makes her feel like she is a good mom.

▪ An insight is derived from facts such as a quantitative study:

▪ Emotional: “88% of dentists state that image quality is their #1 consideration when buying a radiography product” becomes “I do not want to miss anything in diagnosis. Image quality is the most important thing I care about in imaging” becomes “I feel fulfilled when I help people”).

▪ Rational: The addition of CBCT to a dental practice can increase revenue by 30% without any increase in patient volume.

▪ Insights can aid in the creating messaging, but may not be needed for every project.

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6. Key Messaging

▪ What is/are the key element(s) to be communicated?

▪ The 1st thing you do to assess creative developed is whether the key message is communicated.

▪ You need to be clear on what this message is - If more than one (not advisable) what is the hierarchy

▪ Messaging is not the same as proof point or claims, which are facts to support the message

▪ There can be a greater number of proof points and claims.

▪ The more messages you want to communicate, the harder it is to provide relevant creative.

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7. Deliverables

▪ Be clear and specific on what deliverables are expected

▪ without a clear, specific list, it will be impossible to provide an accurate scope of work and cost proposal and meet your expectation.

▪ Be clear as to whether the deliverables are unique/originals or be adapted from 1-2 key pieces.

▪ Uniquely developed pieces will be more expensive compared to adapted pieces (i.e. an ad campaign will cost more if the ads are each unique in message and visual compared to three variations on a single theme.

▪ If there is uncertainty about what is to be delivered, be clear that a proposal is needed, but this impacts the cost of strategy work.

▪ In general, this is not recommended. As client, you need to know what you want. If you do not know, how will the agency read your mind?

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8. Execution Considerations

▪ What limitations or considerations need to be taken into account when executing this project?

▪ Always:

▪ DS Brand Architecture

▪ DS Visual Guidelines

▪ For the US, this may include Healthy Practices, Healthy Smiles

▪ If this campaign will derive from and include existing assets, include this here.

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9. Timing & Budget

▪ Consider timing and prepare properly.

▪ Allow 3 months ofr initial projects

▪ Work from a planned launch date backwards and consider cost and quality impacts on urgent deadlines.

▪ i.e. a new product launch on September 1 should have 4-6 months advanced notice to the agency.

▪ Consider postponing the project or adjusting scope/expectations in the case of an urgent deadline.

▪ Budget – have an idea in mind of what your max spend is. There will be a pricing sheet from McCann to understand the likely costs, but a total budget will allow the team to select priorities.

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Positioning

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Summary of Positioning Principles

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1. Positioning a brand starts with an understanding of Customer Needs and their relative importance to one

another.

2. A Positioning Statement is not expressed in customer language/terms – it’s expressed in strategic terms and is

an internal document

3. The positioning flows from the Product Attributes, competitive situation and target needs

4. The ideal target group definition should be expressed with demographics, psychographics, condition, attitudes,

usage/behavior(s) and/or Customer Needs (rational and/or emotional)

5. The Target Audience and Frame of Reference have interactions with each other– if they’re too narrow/specific,

the business captured within it may be too small, if they’re too broad, it may be difficult to find a unique Point of

Difference

6. The Point Of Difference should be unique from, or superior to, competition based on Frame of Reference

7. The Reason to Believe is mandatory. It provides a clear reason as to why you should have confidence that your

benefit is credible and believable. This should be facts in evidence.

8. There should be one Point of Difference. You could have multiple Reasons to Believe to support the benefit.

9. Brand Character complements Brand Positioning to create a Brand's architecture.

Product/Brand Positioning Statement


To [target audience], [Brand/Product] is the [Frame

of Reference] that [Point of Difference] because

[Reason to Believe]

Product/Brand Positioning Statement


To,

Who is the target audience for

the product/brand

Is the Frame of Reference

Into what segment does the

product/brand fall or what is the

competitive set – you need to

have a point of difference vs this

competitive set

Product/Brand

What is being positioned?

that [Point of Difference]

What is unique about the

product/ brand vs the competitive

set

because [Reason to Believe]

What facts support the point of

difference

Positioning does not change often. It can change as business strategy changes

Business Context Frame of Reference Point of DifferenceCommunication

Strategy

1970’s • 7-Up owned lemon-

lime category

• 1st to market

Lemon Lime Better Lemon Lime Compare vs. 7-up as

Lemon lime

1980’s • Sprite market leader in

Lemon-Lime

Carbonated Beverage Cool drink Sprite as a cool drink

1990’s • Lemon-Lime category

almost as big as Cola

• Non-carbonated drink

growing

Teen product Cool Leverage NBA and

Snowboarding to

establish cool


• Positioning in our industry may be less likely to change with uber Umbrella brands

• We may add products to complement procedure/portfolio that are different target audiences

Tag line is Not a communication strategy or a positioning statement

NIKE

Marketing Objective Increase number of users by expanding userbase beyond athletes

Positioning To the athlete in everyone, Nike is the brand of athletic gear that

provides superior performance because it is a brand trusted by

professionals (athletes)

Communication Strategy Empower individuals to bring out their inner athlete and allow

them to achieve superior performance

Tag Line Just Do It


• Communication Strategy has evolved, Communication strategy drives different advertising but

positioning is the same

Dentsply Sirona Positioning & Brand Architecture

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Understand the building blocks of our brand and how to buildthe brand every day

Our Vision

Delivering innovative

dental product solutions

to improve oral health

worldwide.

Our Purpose & Mission

Every day, we empower

dental professionals all

over the world to provide

millions of patients with

better dental care and

make people smile.

Company Strategy

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We develop superior, integrated workflows

built on diagnostic excellence, easy to use

treatment planning and essential products

that improve outcomes for patients and dental

professionals

Go forward positioning/strategy for Dentsply Sirona

To

Dental professionals

Dentsply Sirona

is the

Dental solutions provider

that

allows me to provide best care for my patients while growing my practice

because

Dentsply Sirona develops superior, integrated workflows built on diagnostic excellence, easy to use treatment planning and essential products with world class training/education

19-11-202039

Frame of Reference – Dental Solutions ProviderDental Solution Providers today – our explicit competitive set in that content

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ProTaper

Cavitron

Nupro

Portrait IPN

Cercon

InLab

Aquasil Ultra

Palodent Plus

SureSmile

Atlantis

Simplant

Astra Tech

Primescan

CEREC

WaveOne

Sidexis

Schick

Orthophos

SiroLaser

DAC

Intego

Sinius

Teneo

Brand PromiseWhat promise do we give to our customers?

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If Dentsply Sirona would be a personWhat characterwould that person have?


Brand character - Aspirational

Trusted yet FunCollaborative yet

Innovative

All our communications should use situations/context/colors/words/tonality

that are consistent with this character

Trusted

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Trusted

We are authentic and reliable. A friend that

you can rely on

Who we are

A partner. Genuine. Dependable

Who we are not

Arrogant. Overbearing. Know it all

Collaborative

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Collaborative

We work with people to find solutions.

Who we are not

Inflexible, unapproachable and arrogant.

Who we are

We see customers as partners. We build

on others’ ideas. We work together.

Innovative

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Innovative

Try new things. Leader. Future oriented

Who we are

Creators. Experimenters

Who we are not

Conservative. Afraid to try new things

Fun

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Who we are

Like to have a good time. Fun to be with. Do not

take ourselves too seriously, we have a twinkle

in the eye.

Who we are not

Stiff or boring, Clowns or childish, irreverent or

slapstick. We don’t want people to laugh at us.

We are not old fashion.

FunEasy to talk to. Someone you want to be

around.

Do these represent our brand character? Ties & Sneakers

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Visual Identity Guidelines

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The next sections explain the main changes to the Visual Identity Guidelines 2.2

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Due to our experiences and requests

in the past we have reduced

restrictions for more creative

freedom and added guidance and

examples where it was asked for:

Additional updates have been implemented within

the Guidelines. Please refer to the document

within the Hub at:

https://hub.dentsplysirona.com/en.html

Username: brand

Password: dentsplysirona

https://hub.dentsplysirona.com/en.html

More freedom in creativity - Advertising is not limited by color or format. Be consistent with the Brand Identity

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Examples shown are to highlight different usage of colors. Not examples of clear strategy or great creative

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Changes within our color palate and use

No secondary colors,

no restrictions on colors.

Our Identity focus on the Dentsply Sirona Grey, Blue and Orange with White as a background

color. Please use these colors when ever it is appropriate to generate a consistent look and feel for

example brochure, flyers etc.

No restrictions for product background colorsAlternative background colors may be used to support campaigns and specific marketing channels

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There are no restrictions on colors so long as contrast allows, and the overall composition aligns with our brand image style.

Should a different background be used, the product image itself must still be delivered with our primary gray background.

We need consistency for background colors When different products are shown in a procedure or as part of a family.

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All product shots should be available in grey background

Changes within our logoWhere appropriate, our symbol can be used on its own

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Logo variations can be downloaded via the Hub

Social Media Example Product Usage Example

Changes within our logo SBU identifiers will no longer be used in any communications

Old Orthodontics product ad Updated Orthodontics product ad

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Changes within our logo The color bar is not mandatory, it can be replaced with a solid line in white or grey or even just the logo:

Color bar Solid bar in white

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Solid bar in grey Logo with no bar


isour primary typefaceGothamGotham Book

Gotham isour primary typeface

Gotham Light

Arial is

our secondary typeface

Arial

Gotham Light and Book should be used for all communications When using Gotham is not practical – for example PowerPoint, use the Arial font instead

Patients Dental Professionals Associates

We have added a photo style guidance That can be used for photographer briefings, to create a consistent look & feel across various shootings

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Our photo style for people is natural, candid, and authentic, exuding confidence and happiness

Our products are known for their quality Therefore they should always convey the feeling of craftsmanship and detail

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Our icon style is simple and easy to understand Avoid the use of different stroke weights, multiple colors, and drawings

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Drawings or ‘cartoonish’ graphics are not allowedDentsply Sirona Gray Dentsply Sirona Blue


Workflow visualizations have been added as examples for what you can do

Generic procedural layout Procedural layout including Lab and DIY options

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Procedural workflow including products

Callouts have been addedto highlight something in brochures, flyers etc.

Callout style examples

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We have added guidance for how to present Dental Solutions to our customers.

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Solutions – principles

Solutions – naming

Solutions –

communication

Solutions – visualization

Solutions – packaging

All files and documents are available through the Hub, including guidelines and templates to facilitate everyday applications

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Guidelines Templates & Other Materials

• Communications Templates

• Business Card Templates

• Stationery Templates

• Logo Files

• Icon Library

• Approved Imagery

• Video Motion Package

• E-Mail Signature Generator

New images within the Hub

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www.dentsplysirona.com

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Evolving Marketing @ Dentsply Sirona

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Transcript of Evolving Marketing @ Dentsply Sirona