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Convergent Dental

NO PAIN. NO PAIN.

When we began working with Convergent Dental in 2012, they were a start-up company without a brand but with a huge idea – let’s take the fear out of going to the dentist. They had patented an innovative yet unproven laser technology that could perform 95% of typical dental procedures without anesthesia. What they needed was a marketing platform that was as unique as the claims they were making. If you’re going to walk into an industry and make its teeth rattle, you better not look, sound, or be like anything that has come before. 

PRODUCT LAUNCH VIDEO

Breakaway named the laser Solea and created a launch video to introduce it to the world. Solea is the kinder, gentler way to dentistry and we wanted a simple, approachable way to tell that story. No clinical study feel. No gurgling macro shots of teeth being cleaned. Just a story and a premise and a new way to look at the world.

SOFTWARE GRAPHIC USER INTERFACE AND IDENTITY

Working with software developers and industrial engineers, we designed the exterior skin of the laser machine and the touch screen GUI for the software program that runs Solea. We also designed Solea’s logo.

BRAND IDENTITY

In addition to Solea’s branding, we designed a parent company identity system that worked cohesively with the modern color palette and typography.

WEBSITE

A scrolling website was built to showcase brand, testimonial and technical content. We designed product renderings to showcase how the technology worked and connected customers with local Solea dentists.  

CONTENT

Testimonial videos were created that gave more specific technical detail so dentists could drill down (pun intended) into what Solea could really do. We incorporated the animation effects from the brand video to tie them tightly together.

TRADE MATERIALS

Breakaway designed trade materials targeted to dentists that told the product story and explained the technology. Materials were used as direct mailers, at events and at Convergent’s trade show exhibit, which Breakaway also designed.

PRINT CAMPAIGN

A print campaign was developed for trade publications to drive leads and push dentists to either a website or a trade show booth at upcoming industry events.

EVANGELIST PROGRAM

We developed a program to recruit top dentists to help create content and tell our brand story. Third party content provides instant credibility among other dentists and helps attract new customers.

STRATEGIC COMMUNICATIONS

Breakaway executed a strategic communications plan centered around dread-free dentistry and ROI after purchase. The plan included news, contributed content, Q&A’s and trade conferences to generate media coverage.

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