Ormco vice president of global marketing, Sheila Tan, says doctor, patient feedback make it the perfect time to ramp up consumer marketing.
By Tonya Johnson
Ormco has officially announced its 2021 consumer driven marketing campaign to inform patients, specifically adult women, about its Spark Clear Aligner System available in the U.S. Designed to fit the lifestyle of today’s consumers, Spark aligners provide a clearer, more comfortable and highly effective treatment from skilled orthodontic professionals, according to the company. And Spark is recommended by 100% of patients that the company surveyed.
“This last year was dedicated to commercialization with both new and existing Ormco practitioners to ensure strong provider representation was in place nationwide before Spark clear aligners were introduced to consumers,” Sheila Tan, Ormco vice president of global marketing, tells Orthodontic Products. “We’re receiving great feedback, and more importantly, they are achieving the clinical outcome they want. Patients are also telling us they would recommend Spark aligners to a friend. Both the feedback from doctors and patients makes this a perfect time to officially launch and ramp up consumer marketing.”
Spark aligners feature TruGen material. According to the company, the material is the latest innovation in proprietary branded aligner material and is manufactured to resist stains better. The company also maintains that the material leads to an aligner that is clearer than the leading aligner material. Spark aligners are also designed to be smoother with edges that are polished to avoid the occasional discomfort that can result from other brands.
The TruGEN material is also designed to deliver a better surface contact. This, according to the company, allows aligners to grip teeth better for fast, reliable tooth movements. “With Spark aligners, we’re seeing better and more predictable results than we had achieved with previous aligners. What this means for my patients is a faster, reliable treatment experience and the ability for me to know the outcome will be successful,” says Bill Dischinger, DDS, Dischinger Orthodontics.
Tan says the goal of the campaign is to educate consumers and doctors that there are alternatives to the leading aligner product, adding that doctors are using Spark aligners to treat very similar cases where they use competitive aligner products. “We’re confident we’re providing a product that both orthodontists and consumers will love.”
The latest consumer campaigns will reportedly continue to focus on driving awareness and education particularly among adult women, including moms. Ormco says it will demonstrate key differentiators, and how the Spark Clear Aligner System is more relevant for the active lives of today’s consumers.
The company’s consumer-focused marketing initiatives began in Q4 2020, which included a new website and the launch of social and digital media campaigns. Realizing that today’s consumers are primarily using social and digital channels, Ormco plans to leverage social and digital, search, influencer marketing and public relations/media (broadcast, print, radio, digital) campaigns through organic outreach and paid channels to drive awareness and authentically educate the consumer audience on the key differentiators of the Spark aligners.OP