01  Overview

GC America aimed to increase brand awareness and market penetration for two of its high-performance restorative materials: EQUIA Forte and GC Fuji II LC. Both products offered strong clinical benefits — high fluoride release, biomimetic properties, and minimal post-operative sensitivity — but needed stronger visibility among restorative-focused dentists.

This initiative marked one of GC America’s early ventures into targeted and drip-based email marketing, making it a highly visible and performance-sensitive campaign internally.

I collaborated closely with the product manager to craft both the visual direction and messaging strategy, ensuring the campaign aligned with clinical positioning while elevating aesthetic storytelling.

02  Challenge

The restorative materials category is saturated with technical claims. Dentists are inundated with messaging centered on strength and durability.

GC America needed to:

• Differentiate EQUIA Forte and GC Fuji II LC in a competitive marketplace.
  
• Make inroads with doctors focused on aesthetic, biomimetic outcomes.
  
• Showcase natural-looking restorations, not just product specs.
  
• Execute one of their first structured targeted drip campaigns successfully.
  
• Deliver measurable purchasing impact.

Because this was an early targeted campaign for the brand, expectations were high and performance was closely monitored.

03  Solution

Rather than leading with technical bullet points, we shifted the focus toward clinical transformation and visual proof.

The campaign centered around:

• Before-and-after restorative photography.
  
• Messaging around natural translucency and high fluoride release.
  
• Reduced post-operative sensitivity as a patient-centered benefit.
  
• Clean, structured layouts that allowed the imagery to lead.
  
• Segmented targeting to reach restorative-driven dental professionals.

We crafted messaging that spoke directly to doctors’ daily realities — efficiency, predictability, patient comfort, and long-term results — while reinforcing GC America’s leadership in glass ionomer technology. The drip structure reinforced awareness over time, moving doctors from education to consideration to action.

The campaign delivered a measurable 15% increase in product purchases across the featured restorative categories, validating both the segmentation strategy and the visual-first messaging approach. As one of GC America’s early targeted drip initiatives, the strong open rates and positive feedback from doctors reinforced that clinically driven buyers respond to outcome-based storytelling, not just technical specifications.

Beyond immediate sales lift, the campaign demonstrated the strategic value of structured email automation within a traditionally product-driven marketing environment. By combining visual proof, collaborative product alignment, and audience segmentation, the initiative helped position targeted email marketing as a scalable growth channel for future product launches.

The result was more than increased purchases — it was internal confidence in digital strategy execution and external validation from the very audience the brand aimed to influence.