Key #4: Build Awareness With KOLs, Gatekeepers & Decision Makers

You’ve got a compelling brand and powerful collateral — now it’s time to make sure the right people see it. Over and over… and over and over again.

In today’s crowded dental and medical device marketplace, awareness isn’t automatic. Clinicians and administrators are bombarded by new products daily, and even the most innovative solution can get lost in the noise. 

According to marketing research, it takes an average of 7 to 10 touchpoints for a message to stick. That means your launch strategy needs more than a landing page or a press release — it needs a multi-channel campaign designed to meet key decision-makers where they are.

Know Who You’re Targeting — and Why

Not all decision makers are created equal. Some control the budget. Others influence clinical adoption. In dental/ medical practices and DSOs/ MSOs alike, success depends on building awareness among both groups — from KOLs and practice influencers to procurement teams and office managers.

Start by mapping out your audience:

• KOLs want to see clinical validation and innovation.
• Gatekeepers want to see ease of integration and cost-efficiency.
• DSO decision-makers want a clear ROI story and scalable implementation.

Each of these groups has different priorities, and they consume information in different ways.

Choose the Right Channels

To start building your touchpoints, deploy a coordinated campaign that spans digital, physical and peer-to-peer channels. That means:

• Targeted digital ads (paid search, display, LinkedIn) to meet people where they are
• Strategic SEO and blog content to capture search intent
• Tradeshow engagements to start a conversation where decision makers gather
• Email campaigns that keep your brand top of mind
• Sponsored content in dental or medical trade publications
• Video testimonials and KOL endorsements that build clinical trust

Each channel reinforces the next, creating the frequency and repetition necessary to turn brand awareness into product consideration.

Lead With Value

No matter the channel, your message must speak directly to your audience’s pain points. Show how your product addresses a specific clinical frustration and integrates seamlessly into existing workflows. It may not always be possible to show dollar-for-dollar ROI, but the more you can convey tangible benefits like increased productivity, improved outcomes  or long-term cost savings, the easier it will be to help decision makers see the value of choosing your solution.

Once the value is clear, shift your focus to how you communicate your role in their success. Position yourself as the guide, not the hero — your product exists to help them succeed.

Making your customer the hero of the story isn't just good storytelling — it's smart strategy. It builds trust and demonstrates that you understand what truly drives decisions in healthcare: outcomes, efficiency and empowerment.

Next Up: Think Beyond the Launch

Building brand awareness is not a one-and-done task. In our fifth and final installment of the series, we will explore the best way to Execute Your Strategy & Adjust Real-time for sustained success.

Read Key #5: Execute Your Strategy & Adjust Real-time