Case Study
Client: BriteSmile
Public relations programme to launch BriteSmile (Teeth-whitening procedure) in Singapore, raise public awareness of the treatment and interest local dentists in acquiring the BriteSmile license.
Foreword Communications' past working relationship with the National Dental Centre (NDC) was a big plus for BriteSmile. To garner good media coverage, Consultancy advised BriteSmile to collaborate with NDC to educate the public on BriteSmile's one-hour “cool blue” light whitening procedure which was the only treatment for teeth whitening in Singapore. Foreword Communications liaised with the CEO of NDC on the publicity programme and also sought permission to use the NDC premises for the media launch and demonstration.
Consultancy also advised BriteSmile to showcase the procedure (administered by a NDC dentist) to the media to give them a detailed account of the entire teeth whitening process. To secure better media endorsement of the treatment, Foreword Communications recommended that BriteSmile provide free treatment to interested reporters who were keen to incorporate their first-person experience in their reports. Working with the NDC was a good strategic move as it gave client much needed “legitimacy and endorsement” to communicate BriteSmile’s capabilities to targeted groups.
Reporters from the key dailies and lifestyle/heath magazines attended the press briefing and demonstration. The good press turnout resulted in extensive coverage in the dailies and trade publications. Following the event, several reporters also underwent the BriteSmile procedure over a six month period. This resulted in good follow-on press coverage as it depicted the reporter's personal experiences, giving further endorsement of the BriteSmile treatment. The extensive media coverage increased public demand for the procedure which in turn encouraged certified dentists in Singapore to acquire the BriteSmile license and equipment to provide the procedure to their patients.
Foreword Communications' past working relationship with the National Dental Centre (NDC) was a big plus for BriteSmile. To garner good media coverage, Consultancy advised BriteSmile to collaborate with NDC to educate the public on BriteSmile's one-hour “cool blue” light whitening procedure which was the only treatment for teeth whitening in Singapore. Foreword Communications liaised with the CEO of NDC on the publicity programme and also sought permission to use the NDC premises for the media launch and demonstration.
Consultancy also advised BriteSmile to showcase the procedure (administered by a NDC dentist) to the media to give them a detailed account of the entire teeth whitening process. To secure better media endorsement of the treatment, Foreword Communications recommended that BriteSmile provide free treatment to interested reporters who were keen to incorporate their first-person experience in their reports. Working with the NDC was a good strategic move as it gave client much needed “legitimacy and endorsement” to communicate BriteSmile’s capabilities to targeted groups.
Reporters from the key dailies and lifestyle/heath magazines attended the press briefing and demonstration. The good press turnout resulted in extensive coverage in the dailies and trade publications. Following the event, several reporters also underwent the BriteSmile procedure over a six month period. This resulted in good follow-on press coverage as it depicted the reporter's personal experiences, giving further endorsement of the BriteSmile treatment. The extensive media coverage increased public demand for the procedure which in turn encouraged certified dentists in Singapore to acquire the BriteSmile license and equipment to provide the procedure to their patients.
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