Biography
Biography: James L Ratcliff
Abstract
Consumer centric marketing in dentistry
Marketing in dentistry and medicine is rapidly changing. Thanks to the ready availability of information and consumer
reviews on the internet, patients are no longer passive participants in their own oral care. Instead, increasingly they come
to the doctor, dentist, hygienist and nurse with questions about treatment plans and oral care products. Consumer-centric
marketing re-envisions how dental products will be selected and used in the future. A quick examination of the domestic oral
care market reveals a confusing array of over 300 toothpaste from which the consumer is to make a choice for home oral care.
Major brands offer a confusing array of choices leaving both the consumer and the dental professional unable to readily associate
one particular product with the specific needs of the individual consumer. Rowpar has taken a different path. It begins with
the consumer rather than the product features. We seek to deliver that “OMG” moment where the consumer or patient realizes
that CloSYS products are perfect companions to their own health and wellness and are specific, immediate remedies for their
personal needs. This involves locating consumers and professionals on a single indication, such as oral sores or heart health,
finding out where they search for information on that indication and then using those existing avenues to communicate directly
with the patient. The end result, ideally, is person-product fit which leads to great consumer loyalty and increased professional
satisfaction that we are helping people get well as stay well. What does it mean to have a person-product fit or a person-service
fit for dentistry and dental products? The presentation concludes with lessons learned, applications to the practice setting and
the dental products space and how they might fit into new standards of care and of quality.