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Dentistry | ISSN: 2161-1122 | Volume: 8
&
Dentistry & Dental Marketing
36
th
International Conference on
Oral Care & Oral Cancer
18
th
Annual Meeting on
October 24- 25, 2018 | Boston, USA
Consumer centric marketing in dentistry
M
arketing in dentistry and medicine is rapidly changing. Thanks to the ready availability of information and consumer
reviews on the internet, patients are no longer passive participants in their own oral care. Instead, increasingly they come
to the doctor, dentist, hygienist and nurse with questions about treatment plans and oral care products. Consumer-centric
marketing re-envisions how dental products will be selected and used in the future. A quick examination of the domestic oral
care market reveals a confusing array of over 300 toothpaste from which the consumer is to make a choice for home oral care.
Major brands offer a confusing array of choices leaving both the consumer and the dental professional unable to readily associate
one particular product with the specific needs of the individual consumer. Rowpar has taken a different path. It begins with
the consumer rather than the product features. We seek to deliver that “OMG” moment where the consumer or patient realizes
that CloSYS products are perfect companions to their own health and wellness and are specific, immediate remedies for their
personal needs. This involves locating consumers and professionals on a single indication, such as oral sores or heart health,
finding out where they search for information on that indication and then using those existing avenues to communicate directly
with the patient. The end result, ideally, is person-product fit which leads to great consumer loyalty and increased professional
satisfaction that we are helping people get well as stay well. What does it mean to have a person-product fit or a person-service
fit for dentistry and dental products? The presentation concludes with lessons learned, applications to the practice setting and
the dental products space and how they might fit into new standards of care and of quality.
Biography
James L Ratcliff is Chairman and CEO of Rowpar Pharmaceuticals, Inc., Scottsdale, AZ, maker of the Dentists Choice and CloSYS brands of oral care products. In
2014, Rowpar received the U.S. Small Business Administration’s Exporter of the Year Award. In 2017, Rowpar has received the Arizona Fast Track Leader Award.
From 1989 to 2000, he served as the senior research scientist, professor and director, Center for the Study of Higher Education at the Pennsylvania State University.
From 1979 to 1989, he was the professor and program head for higher education at Iowa State University. He is an author of 120 articles, books, book chapters, is
co-inventor on over 24 patents and patents pending. He is an active member of the Arizona Biotechnology Assn., American Academy of Oral and Systemic Health,
American Education Research Assn. and the International Association for Dental Research. He holds a PhD in Higher Education from Washington State University,
a M.A. in History from Washington State University and a B.A. from Utah State University.
jratcliff@rowpar.comJames L Ratcliff
Rowpar Pharmaceuticals Inc., USA
James L Ratcliff, Dentistry 2018, Volume 8
DOI: 10.4172/2161-1122-C7-046