The Challenge: Generating Effect Thru Cause Marketing
VELscope Vx is an illumination instrument that dental clinicians use to screen for oral cancer. Unfortunately they’re not the only illumination technology operating in this category. As such, we needed to find a way to establish VELscope as the leader within the detection space. Thus we began a shift in their marketing and advertising. We shifted focus away from traditional feature and benefit selling to promoting oral cancer awareness and prevention. Two pronged strategy: To the dental professional we would focus on the clinical efficacy of the product within the peer reviewed journals. To the dental consumer, we established VELscope Vx as the preeminent name in oral cancer prevention—request your VELscope screening by name.
The Result: VELscope is literally “setting sales records” with each unit they sell. The campaign has been so successful they were recently able to issue an IPO on the Toronto stock exchange.