CROSSTEXOwning Brand Leadership
Developing a campaign to provide clarity on the new sterilization regulations for dentists through digital initiatives was key to the success of this program. The campaign stance and positioning were driven by articulating the benefit for dentists when they visited the web site. For Crosstex, a leader in the market, this was a natural position to assume. What better way to establish creditability than by empowering dentists? This strategy allowed Crosstex to solidify its partnership approach with Dentists, while providing them with much needed clarification of newly stated sterilization guidelines.