With journalists from around the world visiting IDS in Cologne, Germany in March (21–25), it represented a great opportunity to highlight the independent and combined strength of Nobel Biocare and KaVo Kerr innovations to the press.
The challenge, however, was standing out from the crowd. With exhibitors from all aspects of dentistry vying for media attention, journalists are keen to get the information they need in the most efficient way possible.
Voice-of-journalist research indicated that there was little appetite for the traditional press conference and even less desire to be given the usual heavy printed press pack.
Telling the story
Both OpCos had important stories to tell in Cologne. Nobel Biocare was again bringing breakthrough innovation to the market at IDS, with highlights including the next generation of the life-changing All-on-4® treatment concept, a preview of the revolutionary Trefoil solution for the edentulous lower jaw, new NobelProcera options, the On1 concept and a new workflow for fully digital provisionalization on the day of surgery.
At the same time, KaVo debuted what is now its most efficient entry into 3D imaging: OP 3D. Featuring four selectable image resolutions and up to four FoV diameters for substantiated diagnosis in 3D, the OP 3D can obtain a panoramic image in just 9 seconds. KaVo also presented new components of its CAD/CAM workflow, including an intraoral scanner and the LM 1, LS 3 and CM 1 mills.
In addition, Kerr shared two major product announcements: Harmonize, a next generation universal composite infused with Adaptive Response Technology (ART), a nanoparticle filler that facilitates lifelike restorations with ease; and Endovac Pure, the only system of its kind to leverage the apical negative pressure technique.
As well as communicating these OpCo-specific announcements a joint press event was also held to highlight Nobel Biocare and KaVo Kerr's partnership and development of the new DTX Studio software platform, which is set to connect all aspects of dental implant treatment.
A dental first
With two leading brands joining forces, and the newly developed links between technologies and dental professionals, "making connections" became the theme for the press event. But how to bring the theme to life while meeting the journalists' needs for efficiency?
The answer was Poken – a near-field communication device that allows users to collect documents by connecting with digital touchpoints. The Poken devices also hold information about the user, so can be used as a virtual business card to connect with other attendees. Each connection, and any downloaded materials, show up in the user's very own Poken online portal.
For the press event, touchpoint stations were set up to next to key products and solutions in the booth, each staffed by an expert spokesperson from the relevant OpCo.
After a short introduction, the 50+ gathered journalists were invited to visit the touchpoints and experts, guided by a specially created map.
Unlike with a traditional press conference, this allowed journalists to engage directly with multiple spokespeople and ask questions they might not have dared in front of their full crowd of peers. It also enabled the product experts to give the press firsthand experience of the latest solutions from both OpCos. In short – to truly connect with the breakthrough innovations.
Innovations and media – connected
In total, the event saw over 400 connections made between journalists, spokespeople and touchpoints. Connections were made across all touchpoints with the "Nobel Biocare innovations shaping the future," "DTX Studio and digital dentistry," and "KaVo Practice Equipment" stations proving particularly popular.
The event was covered with a full page in the following day's event magazine and to date there have been over 80 logins to the Poken web portal for access to the collected press information.
Some of the journalists in attendance confirmed they appreciated the innovative press event format.
"I wish to congratulate you again on one of the most innovative and efficient press events at the recent IDS," Said Marianne Steinbeck, Publisher, Practical Implantology and Implant prosthetics. "With the tsunami of information rolling in, time is everything at IDS and it was very entertaining, new, funny and most efficient to follow the product groups and talk to the specialists according to your very target readership. Thanks so much for this great idea and all your support."
Magdalena Wojtkiewicz, Managing Editor, CAD/CAM magazine said, "Congratulations on the press event, I really mean it. So innovative, something really new. It was great that I could ask my questions directly to the experts and so nice not to be given heavy documents to carry."
And that's not all…
The press activities, continued throughout the event. From Wednesday to Saturday a dedicated Nobel Biocare and KaVo Kerr publication was distributed to event attendees. The magazine, entitled "Connections", was produced in English and German and combined product news, key expert articles and customer stories from across the OpCos.
In addition, the PR teams also issued two press releases, one announcing DTX Studio and another featuring news from Nobel Biocare. There were also numerous briefings and booth tours for journalists, again supported by experts from product management. Nobel Biocare President Hans Geiselhöringer spent several hours in media interviews to take questions on Nobel Biocare's focus areas and latest innovations.
Plus, to spread the news from the event as far as possible, all press materials from the event were additionally shared with over 200 dental journalists who had not made the journey to Cologne.
Thanks go too to all the many others who worked so hard in preparation for the event and in the review and approval of press materials, and not least our colleagues at KaVo Kerr.