The partnership aims to help dental companies accelerate growth and introduces a new fee accountability model.
Personify Group Inc and Michael R Crane & Associates Ltd (MRCA) have formed a strategic alliance to provide integrated commercialization services to the dental and orthodontic industry. The partnership is designed to assist manufacturers, technology companies, investors, and innovators in accelerating commercial growth.
The alliance combines capabilities across the commercialization lifecycle, including brand strategy, public relations, demand generation, market assessment, go-to-market strategy, and distribution channel development. Both companies will continue to operate as independent business entities.
“The dental marketplace has become increasingly complex,” says David Solomon, senior consultant at MRCA, in a release. “Companies must navigate changing distribution models, DSOs, private equity, global competition, digital transformation, and increasingly sophisticated buyers. By connecting strategic advisory services with marketing and commercial execution, we can provide greater continuity and accountability from strategy through implementation.”
Service Performance Guarantee
As part of the alliance, the firms are introducing a Service Performance Guarantee (SPG). Under this accountability model, Personify Group and MRCA may place a portion of their professional fees at risk, contingent upon clearly defined and mutually agreed commercial objectives, measurement criteria, and execution responsibilities.
“We believe accountability should extend beyond simply billing for professional time,” says Michael Nordahl, global dental advisor for MRCA, in a release. “For qualifying engagements, SPG is intended to demonstrate our confidence in our people and processes, and our commitment to helping our clients achieve their business goals.”
Scalable Growth Strategies
Together, the firms aim to provide expertise in areas such as US and international expansion, executive recruitment, strategic partnerships, licensing, and mergers and acquisitions.
“Business scalability is rarely the result of a single initiative,” says Mark Ross, Personify Group co-founder and chief branding officer, in a release. “It is the outcome of a deliberately connected commercialization strategy, where brand becomes an operating system for scalable growth.”
The alliance seeks to support organizations looking to expand into new markets and strengthen their market positioning.
“Our objective is not to become the largest consultancy serving dentistry,” says Michael Ventriello, Personify Group co-founder and chief communications officer, in a release. “It is to become the industry’s most trusted commercialization partner for companies serious about shaping the future of dentistry and building lasting market value.”
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