Introducing a new product into a marketplace often requires the ability to maximize allocated budget dollars as creatively as you possibly can. This challenge was nothing new to Lifecore Biomedical, and thanks to GLS Account Executive Jim Benedict and the GLS Team, this concept became a successful reality with the launch of Lifecore’s Prima™ Dental Implant System.

Lifecore built excitement for the public release of the Prima product system at their Global Sales and Marketing Meeting. This launch was of a different scale for the company. Never before had Lifecore provided the level of technology and extensive array of sales and marketing tools for their global sales representatives, as well as, clinical and technical support to their client base. This was Lifecore’s largest product initiative in many years.

“We knew we needed to do this launch right,” reflected Mike Motherwell, director of marketing for Lifecore Biomedical, “and it was critical that we partnered with a vendor that had the expertise and capability to execute a project of this magnitude.”

Before the development of the marketing collateral began, the creative department at GLS was contracted to assist with a few of the pieces for the launch. After working with the creative team, it became evident to Lifecore that they could meet their expectations. As a result, Lifecore removed themselves from an existing working relationship with a traditional agency, and contracted GLS’ creative team to engage in the entire product launch.

“With GLS, they aren’t in it for the project; they’re in it for the partnership.”

— Mike Motherwell,
— Director of marketing,
— Lifecore Biomedical, Inc.

Within a few days, GLS had provided Lifecore with a number of creative concepts from which they selected their preference. With the design chosen, Jim Benedict and the GLS team went to work.

“Jim is a talented and creative guy that jumped in right away and took charge of the project,” stated Mike. “For me, the leap from knowing to trusting and relying on Jim Benedict and GLS was very short.”

The Prima Dental Implant System initiative consisted of a number of collateral pieces; product catalogs, U.S. and Global price lists, brochure, surgical and restorative guides, CD and product packaging, binder shells, trade advertisements, two direct mail campaigns, web pages and numerous other support collateral components.

The team from GLS developed the creative and produced all of the collateral material. For the direct mail campaigns, Lifecore relied on GLS to clean their database files and develop two comprehensive mailing lists (based on Lifecore’s input).

Kristi Peterson, marketing communications manager for Lifecore Biomedical was also integral to the successful product debut. “I was on maternity leave when this project began. When I returned in July, we were beginning to hit very critical points in our timelines. Jim and I communicated several times each day about ideas, deadlines, etc. Jim fully immersed himself in this campaign, more than any other account representative that I have worked with in the past. He made it happen,” described Kristi.

“GLS did an outstanding job of developing and executing this launch for us. They worked tirelessly to meet our deadlines while adhering to our budget criteria,” declared Mike. “With GLS, they aren’t in it for the project; they’re in it for the partnership.” Lifecore continues to partner with GLS for the completion of the international introduction of the Lifecore Prima Implant System, as well as, working together on future projects and company initiatives.

For more information about Lifecore Biomedical visit www.lifecore.com.