Sonendo accomplished 1 million patients treated with the GentleWave® Procedure root canal treatment. To increase awareness of this milestone, a 360 campaign launched with PR, CRM, digital, print collateral and social media across all owned channels.
The "Hello 1 Million GentleWave® Procedure" campaign was created to:
The key audiences for this campaign were prospective consumers considering a modern approach to root canal treatments and healthcare providers, such as endodontists and dentists, looking for the latest root canal therapy technology designed to enhance the patient experience.
Smarty Social Media partnered with Sonendo and Crowe PR to manage a production shoot at the office of a top endodontist, to capture testimonial videos and photography of the doctor, his staff, and select GentleWave patients who previously received the procedure to share their authentic, positive experiences with the product. As an avid user of the GentleWave Procedure since 2020, this doctor has treated more than 1,110 patients with the GentleWave Procedure to date. The content captured at the shoot focused on the themes of efficacy, advocacy, and general education about root canals and continues to be leveraged in evergreen digital content for the brand and practice.
On December 6, 2022, the “Hello 1 Million GentleWave® Procedure” campaign launched and was promoted across multiple channels—paid and organic social, email, website, and PR outreach—to celebrate the more than one million patients that have been treated with the GentleWave Procedure since the system entered the commercial market.
There was a strong need to capture new patient and doctor testimonial content featuring the GentleWave® Procedure. The content assets produced for the “Hello 1 Million GentleWave Patients” campaign allowed the brand to develop 12 testimonial videos that were produced into 56 assets for the campaign, which delivered on key important messages, demonstrated confidence in the procedure, and patient satisfaction with the procedure.
This content increased brand awareness of the GentleWave Procedure by reaching over 38,000 users on social media, 1,200 engagements and an engagement rate of 3.3% (average Health & Beauty engagement rate is 0.24%*).
The campaign creative was also leveraged in an email blast that deployed on the campaign launch date and resulted in a 26% open rate (4.52% higher than the health industry average**), 4.81% click to open rate (2.12% higher than the health industry averaage**) and 1,240 total opens. The custom redirect with the most clicks was the campaign hero "1 Million Patients" video featured on YouTube.
To further increase awareness of this campaign, the milestone was announced through a press release and media outreach resulting in two trade placements in Beck’s Dental Review.
*RivalIQ 2023 Social Media Benchmark Report, **Mailchimp
