I was brought in to work with LightForce’s excellent in-house marketing team to tell their brand story better. This orthodontics technology brand pioneered the world’s first 3D-printed braces system and needed to find ways to sell to both orthodontists and eventually, their patients.
Our team took theirs through a fun and energetic workshop, discussing pain points, marketing and sales goals, as well as challenges they faced. We narrowed in a strategy and positioning that made sense for highly educated doctors who could often be skeptics when it came to new techniques and technology.
The brand voice needed to be authoritative yet affirming. We wanted to win over doctors with a product that we knew could improve patient outcomes and experience from both doctor and patient standpoints. We wanted to pinpoint focus on the facets of full-customization while also allaying fears of disruptive incorporation at their practice.
I created language for LightForce that would establish itself as a trusted partner and tool, allowing orthodontists to maximize profits and client-happiness.
