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30 INTERVIEW Dental Tribune Middle East & Africa Edition | 2/2018 The new W&H image campaign: ‘From a patient to a fan’ By W&H You could describe them as every- day heroes: the dentists and dental professionals who, through their dedication, professional skill or sim- ply a friendly smile, manage to trans- form a dental appointment into a positive event. They do this simply because they care and want to make sure their patients feel comfortable. It is precisely this aspect that will be the focus of W&H’s new image cam- paign ‘From a patient to a fan’, which will shine a spotlight not on the company itself, but on dentists and their teams. We interviewed Anita Thallinger, W&H Marketing Director, about the background, objectives and challenges of this new advertis- ing campaign. In February 2018, the new W&H image campaign will be launched on the global dental market. What objectives did you set yourself for the new campaign? Anita Thallinger: One of our ob- jectives was, of course to draw the attention of the world of dentistry to W&H, and to make ourselves stand out from the competition in the long term by way of the new image cam- paign. But we also want to show den- tists and their practice teams that W&H is there for them as a solutions provider and does its utmost to sup- port them in overcoming their day- to-day challenges. As mentioned in the introduc- tion, W&H’s new image cam- paign ‘From a patient to a fan’ will not be focussing on the company itself, but on dentists and their teams. Why did you opt for this approach in your campaign? We want our customers, i.e. den- tists and their practice teams, to know that W&H values their work, their dedication and their skills. As a manufacturer of innovative dental solutions, it is our aim to provide us- ers with products that bring added value when used. As the practice team need to give patients their un- divided attention throughout the entire treatment process, W&H sees With its new image campaign ‘From a patient to a fan’ W&H is placing dentists and dental professionals centre stage. W&H supports the practice team with its daily tasks and, thanks to its innovative product portfolio, is a cornerstone of its success. W&H Marketing Director Anita Thallinger (right) talks to Susanne Kreuzhuber, Corpo- rate Communication Manager, about the background, objectives and challenges of the new image campaign. Dr X. Pert Because you always know what to do! From a patient to a fan. With first-class dental solutions from W&H. that its primary task as optimising and facilitating the workflow. Our innovative products are not only high in quality, they are also intui- tive, reliable and above all precise in their functioning. Our intention is to support dentists and their teams and offer them products that meet these requirements. This campaign features smil- ing dentists and patients, hap- py faces. What makes your cur- rent campaign different from that of your competitors? Anita Thallinger: It’s true, com- pared to the previous campaign, the new image campaign seems at first glance to be going down a very traditional route. However, W&H is known for its slightly tongue-in- cheek advertisements. You’ll notice this in the current campaign if you take a closer look at the name tags of the dentists pictured. If someone is exceptionally good at something, or becomes synony- mous with something, they become Children with tooth ache see pharmacist or emergency doctor rather than dentist the epitome of it, thereby gaining fans. W&H is using this approach in the new campaign: in the eyes of patients, the dentists pictured in the advertisements become Dr Phil Good, Dr X. Pert, Dr I. Novativ, Dr S. Mile, Dr I. Trust or Dr Sue Perstar, and thus become the living embodiment of trust, well-being, expertise, happi- ness or innovative spirit. During production of the cam- paign, you did not resort to us- ing conventional models, but instead used colleagues from your own company. Why did you opt for this approach, and how did your colleagues feel about the photo shoot? At W&H, the concept of togetherness plays an important role. Our em- ployees are in contact with at least one area of dentistry every day. They enjoyed the change of perspective and putting themselves in our cus- tomers’ shoes. For the photo shoot itself, we were able to find three den- tists in Salzburg who offered up their modern facilities as a set. The dentists and their assistants were also on hand to offer advice during production – that’s why the images look so authentic. I think the fun that all the participants had in the process is evident from the emo- tion in the pictures. Have you already received some initial feedback on the image campaign from your customers and partners? What has the response been like? We carried out a survey involving around 100 dentists during the de- velopment phase. The concept in it- self, the idea with the name tags and many other aspects were put to the test, and received excellent feedback across the board. So we’re looking forward to an exciting 2018. Thank you very much for taking the time to answer our questions. NHS a substantial amount of money at a time when reducing waste is a government priority,” she added. According to 2016 statistics, only 58 per cent of children in England and 49 per cent of children in London had visited a dentist that year, even though dental care is free for under- 18s and national guidelines recom- mend dental visits at least every year for children. By DTI LONDON, UK: In England, dentists are often not the first person to see a child suffering from oral pain, a sur- vey published in The BMJ has con- firmed. Instead, the majority of par- ents in the country heavily rely on pharmacies and non-dental health services, like accident and emer- gency departments (A & Es), to help address their children’s emergency dental problems. Conducted by researchers at the In- stitute of Dentistry at Queen Mary University of London, the study looked at data collected from over 900 pharmacies in and around Lon- don from November 2016 to Janu- ary 2017. According to the results, two-thirds of parents had requested pain medications for their children owing to dental problems. Of those, only every third child with oral pain had seen a dentist before visiting the pharmacy, while almost every third had presented to a non-dental health professional, such as a general medi- cal practitioner. Although many parents had sought help during weekends, when dental health services were not available, the figures show a clear underuse of dental services in the country, the researchers explained. They said that the annual costs for the use of non-dental services amounted to £373,288, which translates to £2.3 mil- lion of preventable costs for the NHS when replicated to all pharmacies in England. “Children with oral pain need to see a dentist for a definitive diagnosis and to treat any tooth decay,” said lead researcher Dr Vanessa Muir- head, clinical senior lecturer at the Institute of Dentistry. “Not treating a decayed tooth can result in more pain, abscesses and possible damage to children’s permanent teeth.” “These children had not only failed to see a dentist before their phar- macy visit; they had seen GPs and a range of other health professionals outside dentistry. This inappropriate and overuse of multiple health ser- vices including A & E is costing the The study, titled “Children’s tooth- ache is becoming everybody’s busi- ness: Where do parents go when their children have oral pain in Lon- don, England? A cross-sectional anal- ysis”, was published in BMJ Open on 28 February 2018.