Collaboration Leads Multiagency Team to a Brush with Success

Originally Published MX July/August 2003

ADVERTISING, DISTRIBUTION, & SALES

In order to prepare for the launch of the Sonicare Elite, the second generation of the Sonicare power toothbrush, in March 2002 Philips Oral Healthcare selected Stratagem Healthcare Communications (San Francisco) to handle marketing communications to dental professionals.

The campaign was to be conducted in three stages: prelaunch, launch, and postlaunch. The first two phases consisted of a dedicated Web site prepared by Philips' interactive company, videos and theater presentations by the firm's production company, and printed launch materials developed by Stratagem. After launch, follow-up collateral pieces by Stratagem were sent to dental professionals supporting the launch message and highlighting the advanced features and superior clinical benefits of the new Elite. In addition, a consumer agency handled a direct-to-consumer campaign that built upon the launch themes.