RESEARCH, DEVELOPMENT AND MARKET LAUNCH

Efforts were begun to increase understanding surrounding the dental X-ray market and identify current user challenges and product gaps. Below is a breakdown of the research, planning and specific actions taken to accomplish this.

Research:

1. Visited numerous dental practices to observe the overall dental X-ray procedure and identify challenges.

2. Conducted dental VOC (“voice-of-the–customer”) research around the challenges experienced surrounding the current dental X-ray process.

3. Attended tradeshows/conferences to gain additional insights into the current product offerings and messaging as well as gain additional feedback from dental staff.

Research Findings:

1. Due to the current X-ray product offerings, specifically the X-ray media holder (digital or film), there was a potential for user confusion and thus errors, especially when conducting a full mouth series X-Ray due to the complexity of the components.

2. Current X-ray media holders required sterilizing of all components and thus increased staff labor demands.

3. X-ray errors caused delays in schedules for the dental staff and required some X-rays to need to be retaken, thus also inconveniencing patients.

4. There was gap in the market for a product that would adequately meet the above challenges.

Marketing Support During Development:

1. During the development process of the new dental X-ray holder, provide development team regular market feedback on prototypes.

2. Once the final product design was determined, build a comprehensive marketing launch plan (with budget and timeline), including:

a. Product photo shoot

b. Packaging graphics     

c. Advertising development, including

i. Brochures/sell sheets

ii. Publication print ads

iii. Digital advertisements

iv. Direct mail pieces

v. Sales launch kits

vi. Trade show booth graphics