Utilizing B2B Relationships to Build A Brand
A small dental pharmaceutical company decided to expand selling its oral health
care system to retailers through distributors and referral networks.
Challenges:
- The competition consisted of the biggest names in consumer products
- Our client had a minimal budget for marketing and advertising
Solution
Rather than targeting the retail market, CDS created a plan to focus on dental professionals
who could recommend the product to their patients. Our team worked with the client’s
sales force to:
- Identify nationwide dental practices to sample the product and provide feedback
- Establish a professional referral network that would provide consumers with product
samples and referral brochures
Results:
- 50% of the professionals that sampled the product became part of the referral network
-
80% of the professionals that were asked to sample the product committed to the
trial
- Over 70% of the product’s current retail sales were generated through
the professional referral network
FACT:
70% of current retail sales are a result of positive business-to-business relationships