Service and project type

Campaign strategy | Creative ideation, asset creation 

Our relationship

Software of Excellence (SOE) provides server-based practice management software for dentists. SOE shares the same parent company as Dentally; we work with both brands to develop their online and offline experience for customers.

Problem

Software of Excellence wanted to develop a new campaign targeting existing customers as they navigated Covid-19. There were four core objectives:

• Business – Retain clients and increase upsell/cross-sell of products and services.
• Brand – Position Software of Excellence as the brand to support dentists overcoming challenges post-Covid.
• Marketing – Engage existing customers, raise awareness of Software of Excellence’s other products and services, and open upsell/cross-sell opportunities. 
• Comms – Make it clear that Software of Excellence provides the foundation for post-Covid dentistry.

Solution

Following sector-based research, we identified dentists’ core problem was ‘uncertainty’ surrounding the pandemic and its aftermath: when would things go back to normal and how to provide the best experience when customers returned to practice.

The solution was ‘confidence’: Software of Excellence is on hand to give dentists the tools and support they need to move forward effectively. 

A number of concepts were developed, and born out of these was ‘The Path of Excellence’. As dentists took their first faltering steps out of the pandemic, they were faced with a world full of uncertainty. But they had to keep moving forward. With so many obstacles and unknowns, how could they get back to growing their practices?

By walking ‘The Path of Excellence’. The path consists of five waypoints, each of which helps dentists build confidence and also tracks back to key features of the product. Software of Excellence is there to guide dentists towards a brighter future.