• The Dental Organization for Conscious Sedation Education (DOCS) laid the foundation for success but lacked the ability to build further upon it. Limited to adult conscious sedation, there was great room to expand to the rest of the continuing dental education market. Additionally, the limited direct mail and advertising lacked consistency, variety, planning, and an ability to be tracked. DOCS needed help rebranding to encompass a broader market, coordinating their marketing and sales strategies to increase attendance at their expanding number of courses, and utilizing organization and consistency in their marketing plan to reach a specifically targeted audience.<br />
  • b2d helped create a unified design, phrasing, and image for all marketing. These changes were put into place along with careful selection of target areas, timed releases, and tailored content in order to maximize message effectiveness. Previously limited to one brochure for all mailings, there was great need for variety and expansion. b2d worked to design a wide range of creative marketing campaigns varying by course, region, and overall goal. Artfully crafting the right message for the right audience with the appropriate call to action was essential. From concept to “send”, b2d ensured that the message and timing were perfected and tracked adequately. Coordination with the sales staff allowed for efficient time to be spent following up marketing with calls.<br />
  • The Dental Organization for Conscious Sedation needed a name change to accurately reflect their evolution. The new name “The Dental Organization for Continuing Sedation Education” was reborn and shortened to DOCS Education to allow for better brand recognition and more attractive marketing.<br />
  • Additionally, the DOCS logo was redesigned to accurately reflect the array of offerings including courses, products, and membership. Keeping some resemblance from the prior logo in order to maintain familiarity from its current base, the new logo showed a dedication to learning in a classy and vibrant way.




  • A revamped sales strategy included executing a full-service campaign, providing in-house sales consultants, equipment managers, improving sales database accuracy, providing a variety of marketing campaigns directed at driving in calls, and creating a precise plan to turn calls into sales. The b2d team additionally reorganized by managing complete phone lists for administration and sales while ensuring that lists were managed regionally to avoid overlap.<br />
  • Attracting members and maintaining current client base requires constant maintenance. b2d provided DOCS Education with a full staffed membership services team. As the main point of contact for members, the team was put in place to help with all member issues including forum discussion, website usage, CE Certification, and Publication. Additionally, b2d produces the DOCS Digest an educational publication filled with Case Studies, and a variety of articles about dentistry.<br />
  • Effective marketing and expanding brand image relied on public interfacing. This included creating tradeshow material, media kits, booth kits, signage, speaker kits, public relations material, and other event planning services. Additionally, researching the benefits and budgets of potential events and creating appropriate collateral helped the DOCS Education faculty receive worldwide opportunity and recognition.<br /> DOCS Education’s many seminars across North America provided great opportunity and need for Audio/Visual support. b2d’s AV Team helped create appropriate materials for classroom support as well as DOCS endorsed training materials for dental professionals and patients.<br />

DOCS Education

DOCS Education not only realized a dramatic increase in sales but a new level of control and understanding. The trackability and analytics projected by b2d allowed for greater adaptability to market changes and testing of marketing pieces to determine which were the most effective. This allowed DOCS Education to change course based on fact rather than feeling. As a result of b2d’s services, the number of courses, course attendees, members, and equipment sales skyrocketed, sending DOCS Education to its current status as the leading name in dental continuing sedation education.