Dentsply Maillefer is a leader in their field of Endodontics. Their star products are steel or nickel titanium files that are used for the treatment of root canals. Recently, the distributors and local sales reps are facing issues of counterfeit products. Products from China, India and Turkey are reaching more and more countries. The objective was to raise awareness with the customer – the dentist – about the issue and ultimately make them understand that Dentsply Maillefer is taking action and also offering some easy solutions to recognise the counterfeit products.
Most dentists are not aware they even have to look out for it because their assistants order the products and they expect to receive what was ordered. We had to get them to stop what they were doing and think about it for a few minutes. The only way to do that was to create a striking key visual. We then followed it up with a flyer that would actually go into the science of the counterfeiting and how to recognize the faulty files.