Transcript
Meet Contour. Your guide to selling the new Rotadent®
rotation
4,577
battery life
21 day
º 360
micro-access filaments
Prepare Yourself
1/3
the size of other bristles
1,350 92%
4 Year warranty
revolutions per minute
of plaque gone in first minute
Very soon you will be telling the Rotadent Contour story to our customers. Use this booklet as a training guide and point of reference as you familiarize yourself with the product and create your own sales strategy using our guidance. In this booklet, you will discover why Rotadent Contour exists, why it’s a product we can all believe in, and how you will sell it. Do the math – Rotadent makes sense for us, our offices and our patients.
Are you ready to get started?
80%
of U.S. adults have some form of periodontal disease
Rotadent Cont And perfectly timed. This is a new Zila – one in which we have a focused team, a new attitude, and diehard dedication to producing and selling products our customers will love. Rotadent Contour is our first step to success. We’ve been working long and hard to get it just right – we’ve tested, re-tested and triple-tested. We made changes – lots of them. We looked at every aspect of how we sell this product… what we do and why. It’s now ready. Let’s run with it.
First, let’s get on the same page. Why does Rotadent exist? It’s time for Rotadent to own its spot in this world. The oral hygiene market is fierce with heavy competition and dedicated brand loyalty. It’s time we help everyone understand that Rotadent is here – and ready to maintain, regain, and introduce dental offices and patients to what it means to be a Rotadent loyalist.
After all, Rotadent isn’t like the other brushes on the market.
our is here… The core of our story Rotadent has a long history. Before others can understand our story, we must understand it ourselves. That’s why we start with a brand promise. Rotadent delivers better patient health through a dedicated relationship with each dental office.
How to tell our story Our story isn’t a scripted sales pitch. It’s something each of us embodies in our roles at Zila. The moral of the story should stay the same. By telling a consistent story, we build a stronger brand.
Let’s get going.
The Rotadent brand...
in 50 words At Zila, we consider Rotadent to be the cornerstone of patient health, knowing that what a patient does at home is the largest contributor to their oral health. To support that, we dedicate ourselves completely to the dental professional, supporting them to be successful with Rotadent in their practices.
in 100 words At Zila, we consider Rotadent to be the cornerstone of patient health, knowing that a patient’s homecare routine is the largest contributor to their oral health. To support that, we dedicate ourselves completely to the dental professional, providing them with tools to thrive with Rotadent in their practices.
Why Contour? 1. Proven design that elevates Rotadent to more than just a toothbrush – it’s a disease-fighting homecare instrument 2. Studies support that patients who use Rotadent are more compliant with their homecare and recare routines* 3. A dedicated Zila team who will help implement, support and grow Rotadent within each dental office
Are you feeling it? Now it’s time to consider our target audiences...
* data on file
Target Audiences Telling our story to dentists and office managers Dentists and office managers have the weight of an entire business on their shoulders – managing a team, maintaining a practice, and bringing revenue to the business. Patient care is of the utmost importance in any dental office, but that doesn’t mean that the necessity of revenue generation can be ignored. Because it has to work for both the business and the patient, practices depend on Rotadent. Running a dental practice is an endeavor that many don’t understand. That’s why we have industry professionals and a practice-driven mindset, always looking for opportunities to improve patient care and increase revenue.
Rotadent advantages • A clinically proven increase in patient compliance based on a 15-year Harvard study* • Set the sales price that makes sense for your patients and practice, or wrap it into a treatment plan – either way, you’re in control • The purchase of Rotadent automatically qualifies you for Soft Tissue Management – an exclusive program that gives you a dedicated Zila team and access to practice management tools to help you increase both patient care and office revenue
Telling our story to hygienists Hygienists have a tough job. Packed schedules, a fast-paced environment, and noncompliant patients leave them longing for products and solutions that mean efficiency and better patient outcomes. Hygienists are also on the frontline of patient care – they see firsthand how well, or not well, patients have taken care of their mouths since their last appointment. Hygienists rely on Rotadent to keep patients healthy between appointments.
Rotadent advantages • Gentle MicroAccess filaments and 360-degree rotation reach below the gums and interproximally, allowing hygienists to rely on Rotadent to get the job done… not their patient’s habits • Long-term studies show that patients who use Rotadent are more compliant with their homecare and recare routines* • Features that encourage consistent results without feature overload
* data on file
Target audiences:
Telling our story to patients
1. dentists
Oral hygiene is a work-in-progress for many patients. Missing dental appointments, rarely flossing, and not adhering to the two-minute brushing cycle is taking a toll on patients’ mouths and overall health. Statistics show that many patients have diseases and other ailments that could be solved, or at least lessened, with proper homecare routines. What’s more, seemingly endless oral hygiene aisles at retail stores leave patients making important health choices without a professional by their side.
2. hygienists 3. office managers 4. patients
Improved homecare routines for healthier results.
Rotadent advantages • Take comfort in knowing that your dentist is recommending the best homecare routine and brush for your dental needs • A one-step solution that fits into your existing routine
Sales Tip: Customize the Contour story to appeal to your audience.
Believing our story We are the ambassadors for Rotadent. We are driven by the results and our personal experiences with the product. How we talk about the product is how others will see it.
Everyday we wake up to promote Rotadent, improve it, help our customers, and assist practices with being successful. We’ve worked hard on it and continue to do so – we owe ourselves some credit for our accomplishments.
We know our story, but let’s never forget: • We have a dedicated team of professionals across the United States and Canada who are adamant about achieving success with Rotadent and Zila • We continue to improve on every aspect of our business • Most importantly, we have a place in this industry, and we will strive to own it
Understanding our product lineup Simplicity is beautiful. That’s how we’re approaching our Rotadent product lineup.
The disease-fighting homecare instrument Rotadent Contour, Zila’s premium rotary toothbrush offering, stays true to the key Rotadent technology – 360-degree rotation and MicroAccess filaments. With added features including a QuadTimer pulse, auto shutoff and two modes, Rotadent Contour encourages patients to achieve an optimum homecare routine. Packaged in an all-inclusive travel case, patients are easily able to travel with their Rotadent wherever they go – and the condensed packaging reduces needed shelf space in the dental office. • Premium model • Upgraded features • 4-year warranty (double the industry standard) • All-inclusive travel case • Condensed shelf space for dental office efficiency
Sales tip: Always lead with Rotadent
Contour, our premium offering.
Rotadent Classic is the traditional model. Simplistic, yet effective, this model is for patients and offices who are seeking a utilitarian solution. • Traditional model • Single speed • 2-year warranty • Standard packaging, no travel case
Sales tip: If an office or group account
is price sensitive or looking for a utilitarian option, promote Rotadent Classic after discussing Rotadent Contour.
Contour Breakdown
3
tip styles
3
color ring options
2
power modes
3
week battery life
hollow
blue
off
10 2
short
hibiscus
off
clean
gentle
<30%
50%
full
non-slip rubber grip ridges
inch charger base footprint
long
teal
The Travel Case All-inclusive travel case stores handle, charger, and two brush heads – never leave home without Contour. Personalization is located on the front.
The Packaging Rotadent Contour is sleek – no bulky packaging, just simplicity. Contour is shipped in the all-inclusive travel case. A sleeve is then slipped onto the travel case and shrink-wrapped. The sleeve contains quickstart instructions and a warranty card. More information is available at www.rotadent.com. Six Contours will be placed in a tray when shipped to offices. This allows the office to easily store the product on their shelves.
Brush Head Breakdown
360º
360º rotation allows the 4,577 filaments to stay in constant contact with the tooth surface
1/3
Ordinary bristles
MicroAccess filaments are 1/3 the size of traditional bristles, allowing for superior interproximal reach.* Rotadent filaments
Zila offers three types of brush heads: hollow-tip, short-tip and long-tip. Hollow-tip Hollow-tip is designed for cleaning and polishing surfaces of the teeth, sweeping under the gum line and interproximally. Hollow-tip is ideal for applying medicament as prescribed by the clinician.
Short-tip Short-tip is the most universal and popular brush head. The pointed tip is uniquely effective for interproximal areas, and especially effective around braces and for periodontal patients.
Long-tip Long-tip assists patients who have large spaces, orthodontics, fixed bridges, or periodontal disease to reach difficult areas where disease begins.
Rotadent Contour Brush Heads Brush heads for the new Rotadent Contour only fit on Rotadent Contour (not on Classic). Why? Rotadent Contour brush heads are engineered to work with the Contour design – new angle, new mechanism, same consistent performance. Zila still supports previous models with brush heads including Rotadent Plus and Rotadent Classic models.
Encouraging brush head replacement It is recommended that offices incorporate brush heads into their practices for better control over patient compliance and office revenue generation. Offices are also better able to track three-month brush head replacements. For dental offices that prefer not to offer replacement brush heads, they can refer patients to www.rotadent.com.
Ready to start selling? We’re now on the same page with our brand story and our new product. Next up: key selling points.
* data on file
Top 5 reasons why dental professionals love Contour.
1 2 3 4 5 * data on file
Disease-fighting homecare instrument* Nearly 75% of adults in the United States have some form of periodontal disease. Problem? Homecare is not working. Solution? Rotadent Contour. The MicroAccess filaments and 360-degree rotation reach beneath the gumline and interproximally to mechanically remove 92% of plaque within the first minute.
Increased patient compliance* Our 15-year Harvard study focusing on patient compliance demonstrated that patients who used Rotadent are significantly more compliant with recare appointments and presented very good oral hygiene. Don’t forget the 20+ other clinical studies Rotadent has to its name.
Dispensing flexibility The office has the flexibility to decide how they will give Rotadent to their patients. Zila recommends that offices dispense and educate patients chairside. If they don’t want to carry inventory, they can send patients straight to www.rotadent.com to purchase online – still eliminating retail competition.
Best warranty in the business Rotadent Contour comes with a 4-year limited warranty. We double the 2-year industry standard.
Soft Tissue Management Not only is Rotadent the best choice for patient care, it is also one of the entry points into Soft Tissue Management. The office can increase patient care as well as meet their revenue goals – all with the help of Zila.
Selling Nuggets We have all come up with key phrases, or “nuggets,” that help us seal the Rotadent sale. Here are some for you to test out: Rotadent’s unique brush head design mechanically removes 92% of plaque in the first minute.*
92%
of plaque gone in first minute
Rotadent is a disease-fighting homecare instrument for periodontal patients to best maintain and improve their disease.*
The 360-degree rotary action mimics a prophy handpiece, giving the patient a dentist-inspired tool to use at home for disease-control.
360º rotation, just like a prophy
Seventy-percent of a patient’s oral health success is dependent on the effectiveness of the homecare routine.* How often do your patients floss? Of those, how many do it well enough to make a clinical difference? Rotadent is a one-step homecare solution that has been clinically proven to be as effective as manual brushing and flossing.* (For those competitor offices) How is your current recommendation working? Do you see any patients who still have bleeding? It’s great that your recommendation is working for your healthy patients. Rotadent would be well suited for your other patients who are still struggling.
* data on file
70% of oral health depends on patient homecare routines
Tailoring the story for patient needs Anyone can benefit from Rotadent, but it’s not always so simple for offices to see that. We must paint the picture for them. Periodontal patients*: Three out of four patients have some form of periodontal disease. This statistic could be reduced and prevented by improved homecare routines – brushing and flossing. So simple, yet few put priority on it. Rotadent effectively removes bacteria interproximally and below the gumline where periodontal disease begins. For those offices treating perio, Rotadent can help keep their patients healthy in between treatments.
Orthodontic patients*: A lack of effective homecare leads to decalcification and periodontal disease. Not to mention putting an expensive and long-term commitment at risk. Rotadent is proven to reduce decalcification during orthodontic treatment and effectively reaches around braces.
Cosmetic and restorative patients*: Other brushes can cause microscopic grooves on implants, and most often patients don’t effectively clean around these difficult-to-reach areas. Rotadent is not only gentle on cosmetic and restorative surfaces, the long-tip brush head can reach into these areas.
Clinically proven. *
Here are 7 proven facts from clinical studies...
1
Rotadent increases patient compliance 90% of rotary users and 49% of the assorted group remained compliant with recare schedules (6 months or less). 69% of rotary patients and 23% of the assorted group presented with good to very good plaque control/oral hygiene.
2 3
Rotadent reaches interproximally Rotadent was shown to be significantly more effective in stain removal compared to manual and other power brushes in the study.
Rotadent removes 92% of plaque in the first minute Mean reductions in plaque after 15, 30 and 60 seconds of brushing for the rotary group were 75%, 86% and 92% respectively compared to 64%, 74% and 83% with the control group using manual brushes.
4
Rotadent requires less brushing force With a manual brush, considerably more force was employed than with any of the powered instruments. Among the powered brushes, the least force was applied with Rotadent.
5 6 7
Rotadent helps reduce abrasive damage on teeth Rotadent was found to be least abrasive among power toothbrushes in the study.
Rotadent reduces decalcification during orthodontic treatment Rotadent reduced decalcification on first molars by 70% for scores of one or greater and almost 100% for scores of two or greater when compared to the control treatment.
Rotadent is safe for all implant surfaces otadent is a safe home oral hygiene R regimen to use on implant surfaces.
* Data on file
Selling Rotadent Contour by supporting our vision
By understanding how our individual days should be structured and supporting each other to meet our goals, we will be successful in selling Contour.
Divide and conquer We all play a vital role in the success of this product.
Field Sales: New customer acquisition Spread the Rotadent story to people who haven’t heard of it. Get dental professionals to try it. Help us gain market share.
Partnered Inside Sales: Customer retention and field support Get our current customers on board with Contour. Help ensure that Rotadent is being dispensed correctly and frequently in our existing offices in order to better secure reorders.
Uncovered Inside Sales: New customer acquisition and retention Split your day 50/50. Hunt for new customers – transition and keep our existing customers.
Between all of us, we can gain market share and maintain our current business.
An Ideal Sales Cycle Field Sales and Partnered Inside Sales Sales Call 1: • Field Sales prospects • Sells staff units to gain personal experience • Schedules follow-up in due time to discuss feedback
Sales Call 2: • Field Sales revisits office to answer questions and gather feedback from staff unit use • Closes first order of 6 Rotadent Contour units • Sets up Quickstart introduction webinar appointment • Introduces office to Partnered Inside Sales rep
Sales Call 3: • Partnered Inside Sales habituates frequent, smaller reorders • Facilitates Soft Tissue Management introduction webinar
Uncovered Inside Sales • It’s all you! Utilize the same call strategy.
The Role of Soft Tissue Management
Soft Tissue Management is our unique tool that helps us integrate Zila into offices and build a stronger relationship, and sales portfolio, within our offices. Get this scenario: Offices who complete a Quickstart generate 3X more revenue for Zila than offices who don’t complete Quickstart. Moral of the story is that Quickstarts are vitally important for everyone involved.
The new face of Quickstarts: • Virtual platform – Reduces cost, improves ability to facilitate more frequently • More flexible presentation – Webinar tracks office attendance and presentation completion while freeing Field Sales to continue prospecting and giving Inside Sales follow-up opportunities • Solidified Inside Sales relationship – Gives Inside Sales reps more “face time” with the office, further strengthening the relationship • New promotion approach – Offering Quickstarts with purchase of 6 Rotadents helps maintain the product’s value, reducing our reliance on price promotions and building Zila as a valuable knowledge resource to offices
Rotadent Implementation Rotadent implementation training is a valuable part of the Quickstart that you provide to the office after they make the initial Rotadent purchase. Implementation was previously a separate presentation. Now wrapped into the Quickstart, this training helps the office walk through each step in diagnosing, educating and dispensing Rotadent to their patients. Dental professionals are not sales people – this training greatly helps ease them into the process. This is a perfect segue to transition offices from their Field Sales rep to their Inside Sales rep. With Inside Sales ideally working with the office to complete Quickstart training, they are able to acquaint themselves with the office and position themselves as the go-to person for future orders, questions and information.
Transitioning current customers Rotadent Plus will no longer be available which will impact some of our current customers. Any current or upcoming orders will be fulfilled with Rotadent Contour. This greatly benefits our current customers: • They will receive a seamless transition to Zila’s latest technology. • The core Rotadent design does not change. The 360-degree rotation and MicroAccess filaments will remain unchanged, resulting in the same clinical benefits they’re accustomed to seeing with their patients. • Rotadent Contour was completely redesigned from previous models, improving the components and performance for the best and most reliable Rotadent toothbrush yet.
What does change: • Rotadent Contour has a four-year warranty versus a lifetime warranty of previous models. This warranty period is double the industry standard for toothbrush warranties. • For Rotadent Plus patients with lifetime warranty models, they will receive a Contour with any warranty claims. The four-year Contour warranty will then apply.
Gain office buy-in: • Sell a staff unit! • If they refuse to purchase a staff unit but want to try Contour, Field Sales and Uncovered Inside Sales will have a limited number of staff units to help transition existing Rotadent customers to Contour.
Gaining clinician buy-in with staff units sets you, and the office, up for long-term success with Rotadent – personal experience makes dispensing easier for the clinician, loyalty secures Rotadent’s presence within the office, and that commitment to the product will gain continued reorders.
Pricing Structure
To better serve our customers and meet our business objectives, Rotadent pricing structure has been updated.
List price:
$99.95 Six or more price:
$89.95
• The updated features, sleeker design and updated approach deserve a higher list price – still well within competitive pricing
• In the past, most offices purchased large quantities only a couple times a year • We want offices purchasing smaller quantities more frequently • Ideally, we will sell a single office orders of 6 Contour units every couple of weeks • This allows us to better identify offices that are slipping off the Rotadent bandwagon
• Our 6+ pricing meets the price bracket that most of our customers are falling into, helping to eliminate price objections
Seminar price (12+):
• Available at Soft Tissue Management seminars only
$84.95
• Helps us stick to our smaller quantities/higher reorder frequency strategy
Staff unit price:
• Always go for the staff unit sale!
$39.95
• Few, if any, dental professionals will object to this price point •Key opportunity to gain clinician buy-in to the product
List price:
$79.95
• Remember the strategy: smaller quantities/higher reorder frequency
Six or more price:
$69.95 Say That Again! Let’s put it simply… 1. Sell staff units to gain dental professional’s personal experience 2. Structure sales around the strategy: smaller quantities/higher reorder frequency 3. Always promote Quickstarts – these customers have proven to be our “best” customers
Selling Tools Your personality, enthusiasm and knowledge of this product are our primary selling tools. To support you, we’ve created a few other things to help you tell the Rotadent Contour story. Sales Brochure Use this sales brochure as a visual backup to what you’re saying. This brochure is divided into sections to help you hit the key points.
Sales tip: Use one of our products to point and direct your
audiences’ eye – Insight, ViziLite, even Rotadent.
Product Catalog Updated with Contour information, this is a perfect piece to walk through Zila’s main product line.
The Crayon Demo
We’ve upgraded our demo presentation to depict a more realistic representation of the effectiveness of Rotadent Contour. Tools: • Typodont with gums • White or yellow Crayola® dryerase crayon • Rotadent Contour with hollow-tip or short-tip brush head • Sonicare® • Oral-B®
How to use: • Apply a layer of crayon along the gumline across 6 teeth (2 teeth for each brush) • Use the competitor brushes on the first four teeth • Use Rotadent Contour on the remaining two teeth, specifically showing interproximal reach and removal • Remove the remaining crayon left by the competitor brushes
Why this demo is successful: • Shows direct application to the tooth surface • Demonstrates the splaying motion and interproximal reach of Rotadent • Crayon mimics the tackiness and thickness of plaque • Direct comparison to competitors on an “even playing field”
Sales tip: Visually tell the Rotadent story using this demo. It’s quick, impactful and convincing.
The Lipstick Demo
The lipstick demo is a great tool to use when comparing Rotadent and Sonicare. Tools: • Clear glass • Regular, bright-colored lipstick (avoid staining, long-lasting versions) • Rotadent Contour with hollow-tip or short-tip brush head • Sonicare®
How to use: • Apply a layer of lipstick along the inside of the glass • Fill the glass with water above the lipstick line • Hold Sonicare approximately 3 mm away from the lipstick, relying on the “fluid forces” to remove the lipstick • Use Rotadent Contour on the remaining lipstick, removing all the lipstick left on the glass
Why this demo is successful: • Shows Sonicare being used as it’s intended – fluid forces should remove the lipstick • Demonstrates that the mechanical removal of Rotadent is still the gold standard for removing debris (plaque and bacteria)
Sales tip: Only use this demo when
comparing Rotadent to Sonicare®.
Staff Units
Staff Units so amazing, you should try to sell at least one every time! The best way to get a dental professional on board with Rotadent is to encourage them to use it. Meaning… sell staff units!
What makes our staff units great? • Rotadent Contour staff units are priced at $39.99. • Dental professionals get 60% off list price • Lowest staff unit price on the market - Sonicare® DiamondClean: $69.95 - Sonicare® FlexCare Platinum: $65.99 - Oral-B® ProfessionalCare 5000: $44.95
Sales tip: Always follow-up on staff unit sales. Go back to your
first week using Rotadent – it tickled, it slipped off the tooth surface, you may have stopped using toothpaste. It was different – you have to walk through those differences with your offices so they understand, and get past, those objections. Successful staff unit sales = successful Contour offices and reorders. Free Staff Units Field Sales and Uncovered Inside Sales will have a limited number of free staff units that they can use at their discretion.
Situations in which free staff units are appropriate: • In-office demo unit for office who just purchased Rotadent • Office that had a negative Plus experience that refuses to purchase staff units, but is still interested in testing Rotadent Contour • Dedicated competitor office that shows interest in Contour, but is not willing to purchase a staff unit
Sales Presentations Rotadent Lunch and Learn We recommend using the Rotadent Lunch and Learn as an add-on when selling other products – not as a sole presentation in itself. Here’s why… • Always try for a staff unit sale on your first or second visit • You will then follow-up on the staff unit sale and ideally close an order of 6 • After the initial sale, the office is eligible for a Quickstart
The Rotadent story can be told on its own without a formal presentation. Value your time!
Dental Office Tools Through Rotadent Implementation Training, we will help the office understand how to dispense Rotadent to their patients and what tools they have to help them do so.
Patient Brochure Provides the dental professional with talking points so they are able to educate the patient chairside on the importance of homecare and Rotadent benefits.
Demo Unit At request, we will provide demo units for offices to display in operatories or the waiting room. Ideally, the dental professional will dispense the Rotadent to the patient chairside, open the package and help the patient learn how to use the Rotadent in the office. This helps ensure better compliance once the patient leaves the office.
Video An informational video will be provided to offices to play in the waiting room, on their website or in their operatories to help promote Rotadent.
This video will also be provided to you. Use it as an additional tool to help you tell the Rotadent story.
Online www.zila.com Updated with Rotadent Contour information, zila.com is our dental professional-centric site.
www.rotadent.com Rotadent.com is our new patient-centric site intended for patients to use as a source of information for Rotadent, product warranty, and reorders. This was built to give Rotadent a structured and branded online presence that is controlled by Zila.
Online sales of Rotadent We will continue to sell Rotadent Contour and Rotadent Classic online at www.rotadent.com. For offices who don’t want to stock inventory, they will be able to direct their patients online to purchase directly from Zila. Selling Rotadent online also helps us better meet patient requests for reorders and upgrades. This will continue to be a smaller focus as we maintain our position that Rotadent is most successful when dispensed to patients chairside.
4,577
battery life
rotation
21 day
º 360
micro-access filaments
80%
1/3
of U.S. adults have some form of periodontal disease
the size of other bristles
1,350 92%
4 Year warranty
revolutions per minute
of plaque gone in first minute
You’re ready. Have fun, be confident, meet your goals. Our future is just beginning.
500 White Drive, Batesville, AR 72501 ©2013 Zila, Inc.
|
800.228.5595
|
zila.com
InSight®, Rotadent®, and ViziLite® are trademarks of Zila, Inc. Sonicare®, Crayola®, and Oral-B® are not trademarks of Zila, Inc.
Zila-799-2013
Internal use only
