I. STRATEGY II. ART III. DESIGN IV. CONTENT
Conmetior
I co-founded this dental tool company to provide dentists and oral surgeons specific tools that would save them money, while also helping them provide better care to their patients.
MY ROLE
Brand Identity
Art Direction
Photography
Web Design
Motion Design
Campaign & Marketing
THE CHALLENGE
I needed to build a brand that would be trusted by dentists and surgeons, while also building awareness and trust in a new product that we knew they all needed, but was completely unknown to them at the time.
I set out to create a brand and tone that would make seemingly niche products more approachable and hopefully more likely to be given the time to be understood.
THE APPROACH
Through experience with doctors on other projects, I’ve learned that the best time to speak to a dentist or surgeon is when they are off the clock. Leaning away from traditional medical branding and marketing strategies, I sought to create a brand that would resonate with doctors’ personal tastes and engaged with them using advertising across social media.
I. BRAND STRATEGY
Speak to doctors where they live about one main product.
My strategy from the very beginning was to focus on our VDO Gauge. My partner, who has over 13 years of experience working alongside some of the best oral surgeons in the country, noticed a specific problem doctors were facing and found this device to address it.
After a lot of success selling the device in person, we knew we needed a better strategy to scale effectively. We also needed to stand out against the medical device titans that dominate all industry publications. To achieve this, I focused our budget on hyper-targeted Facebook + Instagram ads (something I learned a lot about at Gametime) to get in front of the right audience.
II. ART DIRECTION
Showing that medical devices can be sexy.
I decided at the very beginning that I wanted Conmetior’s brand to be fun, eye-catching, and approachable. I wanted to be the antithesis to the larger, sterile, corporate Medical + Dental device companies that doctors were accustomed to.
The art direction strived to be kind on the eyes, using flattering photography that treated each device as less of a medical instrument and more of a lifestyle product. I wanted people who saw our photography to want the products in them, even if they didn’t know what they were for. This went in hand with our Facebook + Instagram marketing strategy, allowing our brand to seamlessly flow with the kinds of content people interact with on those platforms.
III. DESIGN
Designing a straightforward e-commerce experience around our products.
The goal for the website was to make education and check-out simple – where doctors could have all their questions answered and be able to make a purchase in no more than two clicks. As the company continues to grow, so does the website. Soon there will be a peer-review/testimonial section for all our doctors who have used their gauge. We’re also working on a collegiate partnership program, to show what schools and graduate programs have incorporated our tools into their programs.
IV. CONTENT CREATION
Consistently engaging content across web and social.
Over the past year, I have overseen all the photography, video, and graphics to live on a variety of platforms, as well as handle the company’s evolving needs.
While the focus for the first year has been on the VDO Gauge and we came into our own in the market, we’ve strategically planned new product roll-outs so that each new product feels relevant and connects with our customers.
OUTCOME