Empowering general dentists (GDPs) to straighten teeth as a first step to improving oral health, signalling a new standard of care in dentistry?

Align Technology wanted to lead the movement in enabling GDPs across EMEA to advance their treatment offering by training them to use Invisalign clear aligner therapy – a minimally invasive means of straightening teeth without the need for referral to an orthodontist or for traditional wires and bracket.

Growth in
campaign traffic

General Dentists treating
a minimum of 3 patients

Increase in trained
General Dentists

In depth research enabled us to understand the hurdles GDPs faced in adopting this therapy. These insights resulted in an HCP-facing campaign rooted in storytelling and sharing of peer-to-peer experience.

Strategic positioning to local markets was key to this regionalised, multimedia, channel-neutral campaign, which featured regional stories in their own words, emphasising the importance of straighter teeth as a foundation improved oral health.

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