Opportunity
Dentsply Sirona wasn’t just launching a new endodontic tool. They were challenging a long-accepted standard in root canal cleaning.
With many clinicians unaware that traditional cleaning can leave up to 35% of canals untouched, the opportunity was to expose a hidden gap, reframe expectations for clinical performance, and drive adoption of the SmartLite® Pro EndoActivator™ within an already familiar system.
Insight:
Reframing a hidden gap turns a product feature into a must-have solution.
SOLUTION
Yes& partnered with Dentsply Sirona to launch the SmartLite® Pro EndoActivator™ through an integrated endodontic product launch campaign built to challenge assumptions and drive adoption.
Anchored by “Shake Up Your Idea of Clean,” the campaign reframed clinical expectations around root canal cleaning, clarified performance benefits, and activated existing users through a global sales enablement toolkit designed for a consistent, high-impact rollout across markets.
THE RESULTS
Elevated awareness
of the SmartLite Pro EndoActivator™ as an advancement in endodontic cleaning
Strengthened sales confidence
with a global toolkit built for consistent product storytelling
Repositioned the product
from a familiar clinical tool to a meaningful shift in root canal cleaning performance
