Corporate Rebranding Initiative Goes Live, T-Scan® Product Division Rejuvenated
Boston, MA. April 20, 2015– Tekscan, Inc. announced the launch of a new website and complete rebrand of both the company and individual divisions, including the Dental Division. The initiative required that each division emerge with a unique identity that touts an updated color palette, design scheme, new product photography, and new messaging – all of which live at Tekscan’s digital home, https://www.tekscan.com. The website was redesigned with the goal to enhance the overall brand by improving user experience, navigation, and accessibility to quality content.
The Dental Division teams collaborated on identifying the needs of the different communities of dentists in order to effectively communicate the value of T-Scan®, dentistry’s only digital occlusal analysis system. With the majority of browsers being dentists, T-Scan users and non-users will be able to access a plethora of information pertaining to the product. Products and Solutions offers browsers high-level specifications, information, and online purchasing; Applications displays the niches in which T-Scan is applicable; Resources offers tools and information that browsers may want to use externally; Events serves as a portal to dental seminars, workshops, and tradeshows; and Support opens doors to product help and a Training Video library offering virtual tours of the system software and features.
The dental division website serves as a portal to everything related to digital occlusal analysis. Clinical product applications are at the core of the new dental marketing collateral and include: implants, prosthetics, crowns and bridges, veneers, occlusal analysis and adjustment, dentures, splint therapy, TMD, initial comprehensive exam and hygiene recare, orthodontics, and full mouth restorations. A strategy was developed for the creation of new content that identifies with the dental market, prospects, and T-Scan users that offers browsers clinical information, training resources, education opportunities, and online product ordering – enhancing the overall quality of the dental brand.
With the new content and accessibility, dental prospects and T-Scan users alike can find tools and resources that empower learning and growth opportunities. The launch represents an unprecedented ability to connect dentists to information and opportunities that will support their dental philosophies and practices – exhibiting Tekscan’s commitment to digital dentistry.
The new Dental Division branding debuted at the Chicago Dental Society’s Midwinter Meeting in Chicago February 26-27, 2015 where the tradeshow booth displayed the new product photography, color scheme, content, and brand elements – all consistently represented across subpages, marketing, and product materials. Distribution channels are also adopting the new look and feel.
“The Dental Division has been working extremely hard throughout each phase of the branding process,” said Kerry Sullivan, Director of Marketing and Communications at Tekscan. “We recognize that occlusion is important to every dentist, but that there are different philosophies and specialties in dentistry that we want to address. We are doing that not only with the new content we have available – but with the accessibility of the new website. There is no mistaking that T-Scan is the dental market leader in digital occlusal analysis.”
The redevelopment of new creative, product, marketing, and sales materials began over 14 months ago and will continue over the next several months as results are monitored. The branding overhaul involved the Tekscan Divisions – Dental, Medical, Test and Measurement, and Embedded Sensing – and the respective sales, marketing communications, product management, creative, and senior management teams. Tekscan division teams will be committed and responsible for maintaining brand and messaging consistency across each division and throughout verticals.