Dr. Jean Bausch GmbH & Co. KG is a German company, specialized in the manufacture of special articulating –occlusion grading materials and high tech devices. Since entering into the Japanese market as Bausch Articulating Papers Japan K. K., Mondo has developed an efficient marketing solution for their necessities and budget.
Bausch is definitively the best quality in the world that required efficient international brand expansion through multilingual digital networks and online advertising with special focus on Japan, South Korea, China and Chinese speaking social media users in the APAC market and around the world.
The best quality means higher manufacturing costs that will reflect the purchasing behavior of their clients.
By strategically exposing the difference with their rivals as well as the most important details of their products trough social media interaction and adequate digital media advertising and PPC, we have contributed to bring to light the best brand in occlusion testing and graduation available in the world.
Our first Digital Marketing campaigns for Bausch Articulating papers, go back to 2013. Beginning with Facebook, Twitter and even MIXI, we focused to create a local image of trust and expertise that immediately gained the attention of decision makers in Dental institutions.
After starting our marketing campaigns, their products have shown a steady increase in sales. Through the understanding of very important details of the us of their products, we crated an image of medical expertise that was very welcome within the Japan Dentist community. Or dedication to bring accurate technical information on use and other dental techniques, we then focused to improve sales trough catalog information.
Through constant publishing and regular Brand exposure, we made sure that clients will immediately notify Bausch as leader of the industry, which lead to national recognition and increase on sales.
This strategy helped us to expand to Korea, and China and even create an extra strategy for Chinese speaking professional outside the mainland. After many years of constant digital marketing, we are proud to see how much has the recognition of the Brand has expanded online and offline.
Bausch products required a different approach for the Korean market. Articulating papers are not only used for medical dental correction and diagnose, they are also used to keep monitor procedures on Cosmetic dentistry that has wide popularity and use in South Korea.
Having a different ‘product persona’ requires s different strategy in targeting and objective monitoring.
Our strategy has focused in a new approach to a market different in many ways to traditional dentist product sales. South Korean Dental aesthetics professionals have a different purchase behavior that required an even wider market approach and product advertising that could only be understood with the use of market behavior research and market segmentation.
The best quality for different buyers means different advertising techniques that we have achieved through constant advertising and result comparison presented in an easy to read local language.
The People’s Republic of China has very strict regulations on advertising for medical products. Several scandals that occurred due to online advertising of fake medical products were the setback of paid online advertising there. Being the first digital marketing campaign in China, we went through the large process of registration ad a foreign media advertiser. Once we were accepted by the local government, our strategy was based in word-of-mouth and story telling in local social media. We successfully implemented a pure organic reach marketing campaign through Weibo that has allowed us to maintain publication of product information and utilization techniques that was well accepted by the Chinese dental professionals.
A big part of our success is due to the constant monitoring of product details. Our Chinese staff has been very careful to follow all regulations and keep good use of practical keywords, and then boosting organic reach trough that has also resulted of very positive organic reach on Baidu. With the continuous use of images and video, Bausch products always reach the first search pages without investing in PPC campaigns.
Same way, we have developed good understanding of organic advertising through YOUKU that has resulted in thousands of Video views.
Besides mainland China, we have developed a simple strategy to gain market intelligence outside the mainland, by then reaching new Chinese speaking customers in Taiwan, Malaysia, Japan, USA, Canada and other markets. Based on our campaigns through Weibo in China, we applied similar strategies to a world wide audience of Chinese speaking professional living abroad, mostly in Asia.
Applying similar techniques in world-wide social media, we have demonstrated that there are many ways to achieve passive advertising and Brand recognition.
The most important part of social media marketing that is often ignored, is the recollection of vital data analytics in customer behavior. By advertising passively inside and outside China, we can easily understand the basic target market as well as future challenges for better add spending and product sales.
One language spoken by over 1,200 million people can provide priceless information on advertisement costs, product distribution, sales and product development.
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After starting our marketing campaigns, their products have shown a steady increase in sales.
The coordination and product studies helped us to improve in each market based on the experience we gained between countries and language markets.
With so few dental professionals online, advanced PPC campaigns have allowed us to reach active leads and stay ahead of their competition.
Andre Bausch
CEO of Bausch Dental
about our marketing campaigns for Asia.
Our dental products require a different marketing strategy to get closer to our customers in specific markets. Mondo Marketing helped us in improving our clientele reach in Japan, China, and other markets.
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