This is a case study of a 10-year-old private B2B (business to business) dental company that has become the market share leader in professional tooth whitening systems. Through superior product development, cutting-edge marketing, and excellent customer service, Discus (pronounced: Dis-Kiss) has positioned itself as the premier direct selling dental product manufacturer in the world. Discus accomplished this feat in a short time by differentiating itself from its competitors by being an image company in an industry that's not image conscious.

While it helps that one of the principles of Discus is a Hollywood dentist, which in no way should undercut the fact that Discus has become the industry leader by executing a smart CRM strategy. To begin a relationship with dentists, Discus wisely tapped into the dental requirement that dentists complete a required number of credits (50 credits in California) in continuing education every 2 years for license renewal.

To position themselves as industry leaders, Discus developed American Dental Association certified Super Seminars and Continuing Education programs with the University of the Pacific in San Francisco that centers on "new diagnostic methods and treatment techniques." While there are over 300 approved providers of ADA continuing education, this is unique as the "continuing education" features Discus dental products (whitening, impressions, restoratives, software, and oral hygiene) and training in a University setting in a travel destination. Having the seminars on a University campus was critical as dentists cannot work on patients outside of their home state unless on a University campus - this therefore allows dentists to perform "hands-on" (with 2:1 student to instructor ratios) as opposed to simply watching cases being treated - further enhancing the appeal of the courses. While Dentists and their staff pay to attend these courses, Discus is in the enviable position of having a captured audience for 4-9 days - to continue building their relationship with the key purchasers of their product (in many practices, dentists make the purchase decision rather than clinicians).

In addition to the clinical continuing education courses, Discus developed annual Extravaganzas at key resort cities (e.g., Las Vegas). These dental seminars, while also eligible for ADA continuing education credit, can be considered more junket than education - and tax deductible. Including a well-known keynote speaker and a well-known entertainer, these dental extravaganzas are the hottest ticket in town. With every initiative, Discus strives for, what Discus Dental President Robert Hayman describes as, "the bitchin' factor." This is no exception. Dentists who have had loyal attendance in the past, or who are considered Tier A customers, are given preferential treatment at these seminars (enhanced breakfast service, special break rooms, preferential seating at events, special meet and greet sessions with keynote speakers e.g., General Norman Schwarzkopf and Bill Cosby). With this level of attention, Discus' best customers are at the center of their marketing strategy.

Discus approaches their marketplace as a 3-part building block: 1) Continuing Education 2) In-office training 3) Marketing Materials. It is on the marketing front that Discus really stands out as an innovator. Discus has launched much innovated advertising focused on image in consumer magazines for demand and awareness creation. The very fact that this company celebrates their advertising on their website gives the reader an indication of the innovativeness of their marketing approach in an industry not known for their innovation.

To help build their customer's teeth whitening practice and to further enhance the relationship Discus has with its dentists, Discus developed a Media Services Group. This group does everything for a doctor's office from advertising, PR to direct mail.

To round out the offering, discuss offers its Dentists office art. What better way to promote tooth whitening than to have real life patients showing off their perfect teeth in the doctor's office (photos are shot of real patients by a top fashion photographer). This offering also allows Discus sales reps to talk to dentists in a non-threatening way. Once the art is up in the dentist's office and the sales rep has a non-threatening relationship with the dentist, why not now buy their product?

To enhance the professionalism of the dentist's practice, Discus offers dentists a slew of direct mail templates, posters and statement stuffers dentists can use to communicate with their patients. As a dentist, it is difficult to say "no" to a company that has its act together like Discus. There is no question that Discus intends to dominate whatever market they choose to play in.

Questions:

1) What are the key components of Discus' relationship building strategy? Analyze the pros and cons of Discus' approach. What would you have done differently?

2) How could Discus maximize the use of social media platforms? Recommend at least 2 strategies.

3)Using the SMART objective process, create a SMART "Marketing Objective" for Discus. Please ensure it is in the SMART format