1. PRESENTED BY
MICHAEL NEVSKI

2. Current State and Business Drivers
 One of the oldest and the most prominent brand in the
segment
 The global dental devices market to grow at CAGR 8.7%
up to 16 billion through 2015 - TechNavio
 Increasing elderly population
 Decreasing dentist – to population ratio
 Dental consumables - 67% of all sales*
*M&M
Dental
Consumables,
67%
Dental
Implants,
11%
Dental
Equipments,
22%

3. Segmentation of the dental
consumables market*
*M&M
Dental Prosthetics
28%
Dental
Disposables
15%
Dental x-
ray
10%Dental Hand
Instruments
8%
Dental Burs market
7%
Dental Impression
material
7%
Dental Restoratives
7%
Dental preventatives
6%
Dental Anesthetics
6% Dental Bleaching
agents
6%

4. Vertical Markets and Products
 Oral Surgery, General, Cosmetic Dentistry, and Dental
Labs
 Major product groups/lines
o Carbide and Diamond Burs
o Grind Burs
o Jazz Polishers
o Endodontic files

5. Key Customer Segments
 Primary Distributors
 Government
 Dental Schools
 Private Label
 Endodontic
 Large Group Practice
 Rest of the Market – Small Practices, Individual
Dentists etc.

6. Leads Generation
Based on customer segment and relevant needs create several direct marketing
communication campaigns utilizing the following tools and platforms:
Channel Customer Type Criteria/Messaging Platform Lead Qualification Lead Nurturing Conversion VOC/Feedback
Email Installed Base Based on purchase history and
loyalty level/customer persona
SFDC/Lyris Marketo/Eloqua Marketo/Eloqua Sales - RSM or NBD Qualtrics - info
transf & stored in SFDC
Email Prospective Based on segment SFDC/Lyris Marketo/Eloqua Marketo/Eloqua Sales - RSM or NBD Qualtrics - info
transf & stored in SFDC
Direct Mail Both Promo offer with tracking code SFDC Marketing, Sales, CS -
SFDC
Follow up call Sales - RSM or NBD Qualtrics - info
transf & stored in SFDC
Content Marketing All Whitepapers, industry blogs,
professional online forums
featuring C.O.R.E., industry
publications
Company site,
blog vendors,
industry
associations
Marketing, Sales, CS,
Operations
Follow up email
or call - SFDC
Marketing, PM, R&D,
and Sales - RSM or
NBD
Qualtrics - info
transf & stored in SFDC
Online Promotions All SEO (organic), online advertising
(Google Adwords, LinkedIn etc.)
Web - SFDC Marketing, Sales, CS,
Operations
Follow up email
or call - SFDC
Sales - RSM or NBD Qualtrics - info
transf & stored in SFDC
Social Media All Featuring C.O.R.E and other
products – Facebook, YouTube,
Twitter, LinkedIn, other industry
specific forums.
Web Marketing, Sales Follow up email
or call - SFDC
Sales - RSM or NBD Qualtrics - info
transf & stored in SFDC
Trade Shows All Product sample giveaways with
registration
SFDC Marketing and Sales Follow up email
or call - SFDC
Sales - RSM or NBD Qualtrics - info
transf & stored in SFDC

7. Consumer Pull - Product Awareness -
Demand Generation
 Local health and sport events sponsorships (i.e. 5K
run) featuring benefits of SmartBurs® II and
DMDs/DDSs using the technology/product
 Geo-Targeting based on the existing 15% of
customers/doctors using the SmartBurs® II products
and support the C.O.R.E.
 Creating the directory of DMDs/DDSs on the company’s
site – consumers can easily find the C.O.R.E. dentist in
their aria

8. Q&A

9. Content Marketing Trends For 2013