Demand Generation Case Study: DentalCo Jump-Start Campaign to Rebuild US Demand
Executive Summary
DentalCo owned global credibility (roughly 70% global market share) but the US business lost momentum after more than a year without active marketing. MESH ran a fast, focused “jump-start” campaign built around one core move: remove adoption risk for a younger US dentist audience. We paired a risk-free offer with a localized, SEO-friendly microsite and a tight cross-channel mix (social education + targeted print) designed to drive trial and conversion. The campaign produced a 48% sales lift in one quarter, with sales up 150% within the first two months, and social posts performing ~50% better than baseline.
The Need
DentalCo is an international medical technology company with strong global leadership, but US growth declined after an extended pause in marketing programs.
They needed near-term sales impact without burning brand equity or relying on “discounting their way out of the problem.”
They engaged MESH to quickly rebuild momentum with a modern, customer-centric campaign that could be measured, repeated, and improved.
The Challenge
Premium Value, Premium Friction
DentalCo’s product delivered clear benefits once a customer used it, but first-time adoption was constrained by a familiar barrier: price resistance to a top-of-the-line solution.
A Younger US Audience Needed a Different Entry Point
The existing US customer base skewed older.
A younger cohort of dentists—more digital-native and more influenced by online education—was aware of DentalCo, but not actively adopting it.
The Digital Experience Wasn’t Helping
The legacy corporate web experience was dated and not designed to convert this segment.
DentalCo needed a modern digital hub that aligned to search intent, answered objections fast, and made the next step obvious.
The Approach
1) Segment First, Then Pick the Highest-Leverage Target
We defined three customer buckets and identified the most critical one for near-term growth: younger dentists who knew the brand but weren’t using it.
That segment choice drove everything else: channel mix, creative, messaging, and offer structure.
2) Lead With Risk Removal, Not Feature Explanation
Instead of trying to “talk people into” premium value, we focused on removing the adoption barrier.
We positioned a risk-free trial / money-back guarantee (no restrictions) as the central conversion mechanic—because it neutralized the price objection long enough to get the product in-hand.
3) Build a Simple Funnel: Educate → Validate → Try
We designed a cross-channel mix that matched how this audience discovers and decides:
Social education to create familiarity and reinforce outcomes
Print placements in specialized trade publications to add credibility and reach
A US-focused microsite as the conversion hub
4) Make Everything Trackable
We set up measurement from day one using native social analytics, unique print URLs, and Google Analytics on the microsite for source and performance tracking.
Our Work
Audience and Journey Foundation
Customer segmentation and prioritization
Persona focus (younger dentist segment)
Objection and trigger mapping (what actually gets them to act)
Offer and Messaging Design
Risk-free offer framing (trial / money-back guarantee)
Campaign messaging built around buyer outcomes (not technical documentation)
Creative direction aligned to modern expectations for the segment
Conversion Hub and Content Execution
US microsite strategy (localized, search-friendly, built to convert)
Social campaign content plan (Twitter, Facebook, YouTube video)
Print advertising strategy with trackable pathways into the microsite
Measurement and Optimization Setup
Tracking structure for campaign attribution across channels
Reporting framework to evaluate what drove trial and conversion
The Solution
We repositioned the campaign around the buyer’s real job: improve outcomes and reduce chair time—without taking on adoption risk.
Instead of leading with dense technical detail, the campaign delivered a clean, confidence-building story:
Improve procedure speed and reduce chair time
Get better results with fewer return visits
Try it without risk
The microsite served as the campaign engine—connecting awareness from social and print to a clear “try it” action, supported by proof and simple next steps.
The Results
48% increase in sales in one quarter
150% sales increase within the first two months of the campaign
Campaign social posts performed ~50% better than typical posts
Web traffic lift could not be benchmarked due to lack of historical baseline data prior to the campaign