How we implemented an omnichannel marketing and sales strategy in one of the world's largest dental companies

Alliage is a global reference company in the production and distribution of medical and dental equipment. The company, the result of the merger of the two largest companies in Brazilian dentistry, is present in +150 countries and is a leader in Latin America in its sector. It has in its portfolio 6 major brands in different segments of dentistry. In view of the transformations in the competitive landscape and the digitalization of the dentists' buying journey, Alliage sought the partnership with WHF for the creation and implementation of a new sales model that would be able to combine the service potential of a structured network of salespeople and the brand recall and digital relationship of its leading brands in the segment.

For many years, being a healthcare industry was about creating leading products in terms of technology and efficiency. However, with the world moving towards the experience era, topics such as support, guidance and availability for the end customer migrated from an incremental scenario to a basic market need. In other words, the main challenge was to bring the service culture in-house - to get to know the customer beyond the use of the product, rethinking their experience with the holding's brands.Because it is an extremely technical and regulated area, the process with Alliage involved an intense mapping of the end-to-end customer journey within the company. The process was divided into 3 waves:

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1st Wave - 3 months

Initially the project involved several sessions of mapping basic processes of the operation.

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Wave 2 - 3 months

Subsequently, a WHF Squad was created for internal allocation within the industry. The focus on gaining greater operational proximity, empathetic on-site knowledge and direct relationship with the company's strategic leadership - breathing the customer's air and removing impediments with agility.

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Wave 3 - 18 months

Granulation of the operation into micro-projects and operational initiatives with a focus on execution.

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In total, over 2 years, 85 in-depth interviews were conducted, 5 immersions in companies from other sectors for benchmarks, countless tests and sessions involving different types of internal and external users, design, training and design enablement for marketing and innovation teams and, finally, development of structuring tools within the sales experience.

The main result of the work carried out was the creation and stabilization of a new sales channel that facilitates and enhances the efforts of direct sales and sales distribution networks (resellers and representatives). Directly, this channel has already brought an important increase in sales in the business - we have increased the channel's turnover 21x at a considerably lower cost of sale. Indirectly, the channel's efforts have collaborated in the two years of activity to fulfill the company's commercial goals with the highest results and goals of positioning and maintaining market share.

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