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BHA Software<\/a>\u2018s dental practice management software, Pearl, is well established. In fact, it\u2019s the third most used product of its type in the UK. However, because the company had always sold Pearl through word of mouth, it had received very little marketing investment and simply didn\u2019t look the part.<\/p>\n Early in 2017, work was well advanced on a new version of Pearl, boldly named Pearl Dental Software<\/a>. The established \u2018Pearl Plus\u2019 had reached the end of its development life and was built on a old-style architecture. With new work patterns emerging and many regulatory changes expected within dentistry, Pearl Dental Software needed to provide up-to-date features built on the latest development tools and based on a cloud architecture.<\/p>\n Such a major change in the product would be bound to cause some customer concern. So, the new product needed to be good. It also needed to tell users and potential customers it was good too. For BHA, it was time to invest in marketing.<\/p>\n <\/p>\n Also in early 2017, Cary Cray-Webb (a registered dental nurse and nurse-tutor) and Chris Webb (a technology PR professional for nearly 30-years) decided that it was time for some creative thinking of their own. Chris had spent years managing in-house PR teams to create some highly successful communications campaigns. He had also spent years working for PR agencies and freelancing. Read more about us.<\/a><\/p>\n Precision started business development activities and was soon in touch with BHA Software. BHA requested a proposal. After a visit to BHA\u2019s office in Leicester, the deal was sealed for a content-based social media campaign.<\/p>\n Precision would help BHA build LinkedIn profiles and attract members of the dental profession to connect. BHA\u2019s profiles would then share content, such as case studies<\/a>, opinion pieces and articles<\/a> from the Pearl website. This would develop the company\u2019s visibility and credibility, and drive traffic to the website. There was only one flaw in the campaign plan \u2013 the website.<\/p>\n Unfortunately, the Pearl website was not up to the job. It looked, shall we say, \u2018unattractive\u2019. Worse still, it didn\u2019t actually have the capability to curate the content necessary for the social media campaign. A new website was needed. One that looked fresh, reflected and described the product, and that could \u2018compete\u2019 with the websites of competitive products.<\/p>\n Working with Precision\u2019s associate website designer, Dawn Li, Chris drew-up a specification for the new website. BHA quickly accepted the proposal. Development was scheduled for the site to be in place in time for the official launch of Pearl Dental Software \u2013 in just a few weeks.<\/p>\n The new site was built on the WordPress<\/a> platform. This provided three key advantages:<\/p>\n While the new website was being built, content for the social media campaign was posted directly to LinkedIn or hosted on the Precision PR<\/a> site. This was transferred to the new website \u2018Opinions and Ideas\u2019 section once the site was completed.<\/p>\n <\/p>\n Creating a new website soon became the lead element of a full-on re-branding exercise. Dawn recommended that the Pearl logo needed updating. It needed to show that Pearl Dental Software was a new product \u2013 not just a re-platforming of Pearl Plus. Precision PR treated her design as an integral part of the project \u2013 other agencies might have chosen to charge for it as a separate project.<\/p>\n BHA quickly adopted and adapted the new logo for the product itself. Pearl Dental Software was starting to look as good as it is functional.<\/p>\n The new website was universally viewed as a success. As well as posting on LinkedIn<\/a> the campaign was broadened to Twitter<\/a>, and (to an extent) Facebook<\/a> (each social media platform needs its own approach, so curated content designed for one doesn\u2019t always work on the others).<\/p>\n The key purposes of the campaign were defined as retention of existing customers, and encouraging migration from Pearl Plus to Pearl Dental Software. Precision PR recommended regular newsletters to BHA\u2019s several hundred of user contacts. The same curated content could be sent directly to the people who use and love Pearl Plus. And the message that Pearl Dental Software is even better would get to the people who need to hear it most.<\/p>\n Working with Charlotte Taylor, Marketing Manager at BHA, Precision started designing and editing newsletters. These were sent through Mailchimp<\/a>, and eventually also taking on the distribution process. These were eventually going out every two months. However, a new plan (launching 2019) will see monthly \u2018technical updates\u2019 about the product itself. Newsletters, sent quarterly, will deal with issues and stories from the world of dentistry and dental software.<\/p>\n Precision also works with press and publishers on behalf of BHA. All advertising now goes through Precision who maintain relationships with the key industry publishers and event organisers. As Ben Baker, MD of BHA, says; \u201cThis means that we act strategically with advertising and exhibitions. Salespeople no-longer bombard us with calls, trying to fill up an issue. But we still maintain a relationship with the publishers. Precision assesses each opportunity and passes on their recommendations. We can select from options we already know are worth considering.\u201d<\/p>\n At the launch of Pearl Dental Software, Precision PR suggested that video would help customers understand the changes. Precision set-about managing the production of three short videos. They needed to be very \u2018personal\u2019, describing why the new product was necessary, what it was capable of doing, and how it would help customers. Ben Baker supplied the personal element.<\/a><\/p>\n \u201cI think I\u2019ve met all of our customers and most of their staff,\u201d says Ben. \u201cWe wanted to talk to them directly, but individual meetings were going to be impossible. I hate doing things like this, but Chris persuaded me that video would solve the problem.\u201d<\/p>\nA partnership is born<\/h4>\n
A fresh look<\/h4>\n
\n
Branding<\/h4>\n
A wider remit<\/h4>\n
A star is born?<\/h4>\n