We would like to receive a key visual for our biomaterials.
The marketing of these products differs from that of our core products, the dental implants. Conversations about our biomaterials often slide into scientific discussions, speaking about cells, the rate of newly build bone, the timeframe of healing. For these materials we usually use a scientific flair in our marketing activities.
Although the principle of bone augmentation using biomaterials is known for decades, all products still have to compete with the products of the market leader, who started using biomaterials in the field of dental maxillofacial surgery. That’s why there is need for some lobbying for “new/modern” products.
The secret/principle of biomaterials is “helping the body to help itself”, meaning that biomaterials support the body to regenerate. So, biomaterials provide a platform from which the bone can regrow/new bone can be build. What counts is the scaffold function of the biomaterials, the material itself plays a minor role in this situation, but still, a bone augmentation/regeneration without biomaterials is hardly possible.
Many companies are advertising with scientific brochures. The products itself (granules and membrane) are often used as visual stimuli, also histological assessments from clinical studies are used to show how the materials gets integrated into the bone.
The pictorial material concerning biomaterials is homogeneous, but the content is “heavy stuff”.
Dentists are seeing themselves as artists, creating new tissue and anchoring the implant and the new tooth, which should be adapted to the aesthetical overall appearance.
We are looking for a key visual, which radiates lightness and aesthetically appeals the artist in the dentists.
The key visual has to convey vitality and dynamic, because the materials help the body to regenerate itself- an outstanding performance of the body.
The key visual can (but does not have to) work with images of the products, even an abstract solution is welcome/possible. Similar rules apply for the presentation of the bone, cells, blood vessels etc., which are often used for this product area.