Marketing strategy for innovation
Kerber Applied Research is a research and design studio that develops prototypes for other companies. Focusing on some of their own inventions they developed LED technology to improve existing products. They have created an innovative dental tool (Vacubright), with LED lightning to increase visibility for dentists and dental assistants. Kerber Applied Research needs help in developing a website and understanding how to promote and sell the Vacubright. They require research to understand if B2B or B2C channels is best for the launch of the product. They need to understand: how to reach buyers, how to best promote the product and how to build brand awareness.
In its research, the Business & Commercialization Solutions team looked into the medical device industry – specifically medical devices for the dental field. After learning how buyers purchase in this field, the team recommended B2B selling and offered a list of distributors to target. Promotional strategies that include tradeshows and associations were presented and marketing promotional materials (sales kit) were created. A website was developed on the WIX platform, and Kerber Applied Research was provided with detailed information on what needs to be added prior to going live.
Funding: Ontario Centres of Excellence (OCE) through the College Vouchers for Technology Adoption (CVTA) program.
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