White Paper marketing – Kavo getting it nearly right

An interesting email from Kavo this morning, offering me a free e-book on:

“10 Reasons to use CBCT Scanners in Implantology”

You can go straight to the web page HERE.

Great idea – those of us who subscribe to the philosophy of Lifecycle Marketing know that offering free guides is an excellent way to gather email addresses (and, in this case, full contact details) and add new subscribers to our email newsletters.

My dentist clients do this all this time, offering free guides to dental implants, invisible braces, smile design, facial aesthetics and a variety of other treatments.

I’ve been doing this from the home page of my own web site for 18 months and it helps me to pick up a steady flow of newsletter readers.

The objectives of White Paper marketing are:

  • to give the prospect some valuable information that demonstrates your knowledge and experience;
  • to create a virtual relationship between you and the prospect that allows you to nurture them over long periods of time.

To this day, almost all of the new coaching enquiries I receive start with the comment “I’ve been following your stuff for years….”

There’s no reason why a dentist (or an equipment manufacturer) cannot do the same.

Just a bit of feedback for the Kavo team:

  • your promise of an e-book changes to an infographic when I request more information – just me being pedantic but attention to detail is important;
  • you don’t seem to be subscribing me to any ongoing newsletter – a missed opportunity;
  • the resulting download is impossible to print on an ordinary printer and will likely remain unread as a result.

Which is a shame because the information is valuable and well presented.

In this case, the idea is right but the execution could have been better thought out – but well done Kavo for having a go!

In general, white paper marketing is a very successful marketing habit.



Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.