![G&H Orthodontics logo](https://www.square2marketing.com/hubfs/S2_theme_2023/Images/logo%E2%80%94GHO-1.png)
Medical device manufacturers have an opportunity to tell a story that’s bigger than their products.
G&H Orthodontics embraced a dynamic, engaging marketing message that became the foundation for a rejuvenated team culture.
![Drawing of a mouth](https://www.square2marketing.com/hubfs/S2_theme_2023/Images/image%E2%80%94bottomleft.png)
![Drawing of a mouth](https://www.square2marketing.com/hubfs/S2_theme_2023/Images/image%E2%80%94topright-1.png)
![tune in to the boom](https://www.square2marketing.com/hubfs/S2_theme_2023/Images/tune-into-the-boom-logo-color-1.png)
![tune in to the boom campaign messaging](https://www.square2marketing.com/hs-fs/hubfs/S2_theme_2023/Images/image%E2%80%94tuneintotheboom-1.png?width=928&height=522&name=image%E2%80%94tuneintotheboom-1.png)
Opportunity Knocks
The growing aligner market presented an exciting opportunity for G&H Orthodontics to expand with tune™, a proprietary and highly effective clear aligner system. The G&H team knew it could provide distributors and dentists with a superior, affordable product powered by more than 40 years of orthodontic expertise. But how could G&H stand out from other aligners?
Here are some of our G&H Tune campaign deliverables:
The Message: tune in to the boom
The Square 2 team drew on the Tune name for inspiration and developed a fresh, playful new messaging approach focused on aligners’ growth potential for distributors. The enthusiastic message and striking design inspired G&H to incorporate “tune in to the boom” into its internal culture, framing every customer opportunity as another chance to grow.
![tune in to the boom messaging](https://www.square2marketing.com/hubfs/S2_theme_2023/Images/image%E2%80%94messaging.png)
Digital Demand-Gen Campaigns
Leveraging G&H’s extensive presence in the orthodontics industry, we crafted email campaigns that put Tune on distributors’ radar.
![tune digital banners](https://www.square2marketing.com/hubfs/S2_theme_2023/Images/image%E2%80%94digitaldemand.png)
Assets That Guide the Journey
The Square 2 team created dynamic, engaging infographics and leave-behinds to debut the new message and Tune’s unique differentiators.
![Educational assets on tune aligners](https://www.square2marketing.com/hubfs/S2_theme_2023/Images/image%E2%80%94assetsthatguide-1.png)
Results-Driven Landing Page
The brand-new tune webpage put Tune’s value propositions front and center, boosting its growth opportunity message and driving conversions.
![Computer screen showing the tune landing page](https://www.square2marketing.com/hubfs/S2_theme_2023/Images/image%E2%80%94resultsdriven.png)
Direct Mail → Demo
To build on initial awareness emails, we developed a two-tiered direct mail campaign featuring earbuds as a gift for hot leads.
![tune direct mail assets](https://www.square2marketing.com/hubfs/S2_theme_2023/Images/image%E2%80%94directmail-1.png)
Bold Trade Show Banner
G&H took its new message to the trade show floor with a stand-out banner guaranteed to start conversations.
![tune trade show assets](https://www.square2marketing.com/hubfs/S2_theme_2023/Images/image%E2%80%94boldtradeshow.png)
Remixed Internal Design
We designed another playful Tune logo to help G&H energize its company culture.
![tune into the boom design](https://www.square2marketing.com/hubfs/S2_theme_2023/Images/image%E2%80%94remixeddesign.png)
‘We Like To Implement It Everywhere’
G&H embraced “tune in to the boom” within the company to emphasize their core mission to provide exceptional quality and service.
“We are not approaching our markets or segments in a traditional path. We are not trying to copy anyone. This easy-to-understand, relatable message really helps make the connection between the target audience and G&H, so we continue to drive to the ultimate goals of engaging customers and closing deals.”
Jim Aycock
Vice President of Sales, Marketing and Business Development G&H Orthodontics
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