case studies
Ormco
Launch of SPARK clear aligners
Establishing Authority in a Category Defined by a Market Leader
Having helped launch the category more than a decade earlier, the GOLD PR team was engaged for its deep expertise and credibility within the orthodontic community and consumer marketplace.
Success required more than visibility — it required provider confidence, clinical credibility, and consumer demand.
case studies | Ormco | Spark clear aligners
Results
Strategic Challenge
Orthodontists are the gateway to treatment adoption. Without confidence in clinical performance and treatment outcomes, consumer awareness alone would not drive adoption.
At the same time, Spark lacked consumer awareness and a direct-to-consumer presence, leaving competitors to dominate share of voice across digital and social channels.
The challenge was to:
- Establish Spark as a credible clinical alternative
- Encourage orthodontists to consider switching systems
- Build provider channel momentum
- Create consumer awareness and demand
- Position Spark as a premium, predictable treatment option
Strategic Approach
Phase 1: Professional Channel Credibility
GOLD PR prioritized orthodontists and messaging emphasized Spark’s clinical precision, treatment predictability, and ability to manage complex cases — key drivers of provider trust and adoption.
This included:
- Trade media outreach and case study placements
- Conference and industry forum support
- Doctor-led content and clinical outcome storytelling
- Professional social media engagement and education
Phase 2: Consumer Demand Generation
Once provider momentum was established, GOLD PR launched an integrated consumer campaign to drive awareness and patient inquiries.
The campaign included:
- National consumer media outreach and storytelling
- Consumer smile survey to generate media interest
- Influencer partnerships featuring real treatment journeys
- Launch of Spark’s consumer social channels and content ecosystem
- Organic content creation and community engagement
- Paid social, retargeting, and search campaigns
- SEO and digital strategies to capture high-intent search traffic
Execution Highlights
Media Relations
Influencer & Patient Storytelling
Celebrity Partnership
Digital Demand Engine
Content & Social Ecosystem
SEO & Search Strategy
Featured in:
Market Impact
By aligning clinical credibility with consumer demand, Spark entered the market with both provider confidence and patient interest.
Results included:
- Increased professional engagement and clinical visibility
- Expanded digital footprint and search visibility
- Strong consumer engagement and influencer-driven storytelling
- Increased patient inquiries and provider consideration
- • Measurable growth in organic traffic and keyword rankings SPARK Recap and Q4 2020 MASTER
Channel & Business Influence
Spark entered a category dominated by entrenched providers and high consumer awareness, requiring a strategy that could simultaneously build clinical credibility and consumer consideration. This dual-channel strategy accelerated adoption, strengthened brand authority, and positioned Spark as a serious contender in the clear aligner category.