Health and Wellness > Consumer Products Promotion
GREY, London / GSK POLIDENT / 2022
Overview
Credits
Background
1 in 5 people globally have dentures. Those early moments of finding out they need to get dentures, having their first fitting and learning to adapt can be traumatic, both emotionally and physically. While having teeth replaced may affect appearance positively, speech is generally negatively affected, with accuracy declining by -20%. An ill-fitting or unfamiliar denture exaggerates this further, dropping by -28%.
Our voice is fundamental to who we are and changes to speech patterns have a really damaging effect on confidence and lifestyle. And while the professional care up to fitting is there, post fitting there is often little to no support, leading to isolation and depression. Most importantly of all, at a time when people want to be heard, they are unable to speak out about how they feel and are often uncomfortable asking for the help they need.
Describe the creative idea
Reclaim Your Voice is an app containing an AI enhanced speech training tool. It allows PoliGrip to connect and support young consumers through one of the most challenging periods of their lives, in a purposeful, generous, and importantly; discrete and empowering way. As a digital manifestation of the product itself, it’s aim is to make the return to normality after an orthodontic incident, much easier.
Describe the strategy
In commercial terms, denture-care sufferers are creatures of habits – in that they are likely to stick with one system of care for decades. Therefore, the first few weeks and months are crucial for establishing product relevancy. As a brand strategy, PoliGrip set out to harness the discretion and power of mobile to build a more meaningful and deeper relationship with consumers through digital tools. The Reclaim Your Voice app is an example of this strategy – offering consumers discrete support during that crucial time.
Describe the execution
To release the app, we needed to target new denture wearers at the time of fitting. We partnered with GSK’s network of Health Care Professionals (HCPs) to provide recommendations for the app at the point consumers were having their first consultation and post denture fitting.
We provided educational materials and supported the launch with PR releases to demonstrate the effectiveness of the app for those considering dentures for the first time.
List the results
The app has initially gone live through professional recommendation alone - helping over 170 consumers with 85.2% as a direct referral from their dentists.
207 analyses run. 431 lessons and training sessions watched.
Some of the quickest progression saw users going from 37% initial calibration analyse moving to 82% within 5 days of using the app.
The next phase is a radio campaign signalling a wider release.
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