Historically, Isopharm’s target audience was primarily hospital-based validation engineers within the NHS but in 2009 the Department of Health introduced new guidance for the dental industry with the aim of reducing infection levels in dental practices and raising hygiene standards to match those in hospitals. Isopharm saw the potential in this new market and spent the next three years trying to get a foothold in it with little success.

Following a strategic rebrand and creation of a new ecommerce site, Isopharm needed a mechanism by which to drive traffic and engagement from dental professionals and achieve their objectives of improving brand awareness and increasing revenue within the dental market.