Dental brand growth requires authentic storytelling beyond features. In Episode 25 of The Technology Evangelist Podcast, sponsored by Medidenta Digital Solutions, Dr. John Flucke welcomes Mark Ross and Mike Ventriello — co-founders of Personify Group with 60+ combined years in dental marketing (Nobel Biocare, iTero, more).
Key Insights:
- Origin Story: From lab tech (1982 lost-wax era) → agency leadership → competing agencies → uniting as Personify Group. Focus: wider services (PR, branding, digital, investor relations) without agency overhead.
- Brand Philosophy: Every company needs a unique “fingerprint” — emotional, human connection. Differentiate via benefits/solutions, not just features. Draw from consumer giants (Ogilvy, Apple) for B2B impact.
- Personify Approach: Advisory team (clinicians, VCs) for fresh perspectives. Virtual focus groups with full teams (dentists, hygienists, assistants) uncover real needs pre-launch.
- Market Realities: Dentists as consumers demand breakthrough creative. Avoid “flat” B2B ads. Leverage influencers across roles — everyone impacts decisions.
- Future Outlook: Deeper integration of patient/team feedback; storytelling that builds loyalty in commoditized markets.
Mark & Mike’s takeaway: Great marketing accelerates great products — and creates emotional bonds patients/doctors trust.
Visit personifygroup.com or LinkedIn: linkedin.com/company/personifygroup
