Are you looking for a powerful communication strategy that’s clear and helpful to HCPs and patients alike? Learn how C Space helped Colgate engage customers from the start in designing and optimizing their marketing materials through an insight community and co-creation.
To reach different patient types across the oral care journey, Colgate developed new communication materials for a range of prescription-strength dental products as part of their Colgate Professional line. As Colgate transitioned their communications to be oral-care-stage driven rather than product driven, they needed to ensure the approach resonated with customers, and that the materials were clear, inclusive of all types of patients and ultimately drove interest in recommending or purchasing Colgate Professional prescription-strength products. Colgate turned to C Space to connect with their customers and build a communications strategy that led to brand success.
C Space tapped into Colgate’s ongoing online community of registered dental hygienists (RDH) and our proprietary gen pop consumer community to iterate and co-create in a test–refine–test process. We used engaging techniques including image annotation so that Colgate knew exactly what they were getting right or wrong and how to fix it. When we heard from RDHs that they disliked the name for the dry mouth condition, for example, we went back to the community and asked them to co-create new names with us, landing on a term that resonated more broadly. Once the patient education brochure was updated with feedback from RDHs, we tested the refined version with consumers from our gen pop community to ensure it would be appealing and helpful to patients as well.
By co-creating with their target professional and patient audience in a C Space-powered insight community, Colgate produced an effective communication strategy that delves into their Colgate Professional prescription-strength line. The materials, which were sent to hundreds of dental offices around the country, include a detail aid for RDHs with the clinical information they need to feel confident recommending the right product for the right oral-care stage to patients and a vibrant and engaging brochure for patients so they clearly understand Colgate Professional’s prescription-strength offerings and can choose the right product for their specific need.
Tapping into our community of RDHs and patients to iteratively test and refine our Colgate Professional prescription-strength line materials was critical to ensuring the line’s success.
