Dental Copywriting

CleanCert Holdings supply the UK dental market with an innovative range of clinical infection control products.

In a market dominated by hypochlorite (bleach) and QAC product sales, CleanCert has to fight hard to stand out.

Establishing CleanCert’s points-of-difference is straightforward. The products are proven more effective in tests. And unlike hypochlorite and QAC’s, CleanCert’s biocompatible range is safe.

CleanCert’s biggest strength is that scientific tests give credibility to everything they do.

But old habits die hard. The dental profession is comfortable mainly sticking to what they know, especially as many products achieve the same outcome.

So relentlessly throwing science at dentists isn’t enough to make them switch suppliers.

However, the coronavirus pandemic changed the game.

Dental practices spent much of 2020 closed, and now, stringent new safety rules mean fewer patients get treated in a day.

For this project, I focused on the outcome process and why it matters rather than the product-use outcome.

The ‘why it matters’ narrative flows seamlessly throughout website content, blog articles, email communication and brochures.

And the message is supported by science rather than science being the dominant factor in communications.