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Special Project

Special Project
From the 5th Annual Shorty Social Good Awards

Helping Health Care Professionals Through the Pandemic

Finalist in Business to Business

Entered in Healthcare & Pharma


It’s likely that you’ve recently taken more notice of the personal protective equipment and other medical devices that your dentist and doctor use. If they’re office-based practitioners, there’s a good chance that Henry Schein helps fill their practice with the supplies and solutions needed to provide quality health care. When the COVID-19 pandemic hit in March, tens of thousands of our customers were forced to shut their doors, causing immeasurable anxiety to countless small business owners. With many of them either at home or working on an emergency basis, we felt that the best support health care providers could use was relevant information and education to help them navigate this crisis and maximize their downtime. The goal of our COVID-19 campaign was to tap into all of Henry Schein’s resources – internal and external – to provide dentists and doctors with the most accurate, up-to-date, information of the pandemic relative to their business, staff, and patients, in one easy-to-access location.

Strategy and Execution

Like the progression of the pandemic, our strategy for this campaign was built and executed on an exponential scale. It was simple: Maximize customer downtime by providing practical information they could use to manage through the crisis and prepare for reopening. We began our content production in March with the intention of creating an online resource for health care professionals to access information from trusted sources, such as the American Dental Association, American Medical Association, and the Centers for Disease Control and Prevention. In addition to sourcing information, we also created our own content, such as infographics that doctors could share with patients. This online resource became known as the COVID-19 Resource Center.

As the pandemic accelerated, we began to develop more proprietary content, which warranted a separate portal based off the Resource Center, branded the COVID-19 Education Center. This page hosts webinars, blog articles, interviews, and other resources to educate our customer base. A highlight of this initiative includes two owned webinar series titled COVID-19 & Dentistry and the HS Medical COVID-19 Webinar Series, which feature industry leaders and up-to-date information on the CDC’s recommendations, as well as trending topics such as air filtration, infection control, telehealth, and the Paycheck Protection Program. We continue to host episodes, and all recorded webinars can be found on our YouTube playlist.

As our customers began to face the challenges of reopening their practices, we developed recovery programs and shifted from pandemic information to reopening guidance. 

Key Features:


Average amount of time spent on the COVID-19 pages: Two minutes. Customers spend an average of one minute on any given page on our website, and we found that the average time spent on a COVID-19 page spiked by 100%. According to HubSpot, a general benchmark for average time on a page is 15 seconds.

Total number of organic video views on YouTube for COVID-19 related content: 437,227. Our channel saw 492,441 video views by August 2020, of which, 437,227 were directly related to COVID-19 content. In comparison, we saw a total of 9,322 channel views for the same time frame in 2019.

Total YouTube subscriber audience: 10,526. Our YouTube subscribers grew by over 2,500%, from 400 to 10,526, in just four months (March - June 2020). Stemming from the spike, we continue to gain subscribers at an average of 100 per week. This is against a total market size of approximately 150,000 U.S. dentists.


Entrant Company / Organization Name

Henry Schein Inc.


Entry Credits