Mutual Promotion: How Technology Providers Popularize Their Customers

Ortek Therapeutics is a healthcare hardware provider focusing on dental technologies. Its flagman product on the market is Ortek–ECD, a small scanner that can detect early signs of caries by measuring the electrical conductance of enamel.

Recently, this firm launched a new platform called Find Providers – a list of dentists and hygienists who use ECD technologies. Currently, this set of clinics is relatively tiny. However, the idea is definitely working because it benefits both parties:

• Clinics received an additional platform for promotion – patients who prefer the technology's benefits will pay attention to the list of clinics with ECD scanners.
• The technology provider, in this case, popularizes their customers, increasing their patient flow that can attract new clinics to join the ECD system.
• Patients can quickly find a new dentist with desirable technology.

EMS Dental Case

This approach isn't new, but quite effective – EMS Dental implemented and mastered it a few years ago. This dental technology provider pioneered the technology set for dental prophylaxis called Guided Biofilm Therapy (GBT). This comprehensive toolset is probably the best solution for regular dental check-ups, teeth cleaning, caries treatment, etc.

But what's more important for our topic – is their Find a GBT Practice tool. This platform has a similar purpose – to promote the clinics that adopted GBT technology in their practice. This fascinating interactive map includes hundreds of facilities worldwide, allowing patients to find the closer one.

This win-to-win solution is a simple and relatively cheap way to benefit dental technology companies' target audience, and probably, in the near future, we'll see such customer lists from other hardware/software providers.

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