Rinse, spit and cut! Henry Schein goes to the movies

Open wide: Karen Roschella of Maryland-based Roschella & Zinger Dental Group does her thing in a scene from “Equipment Down!”, one of the videos featured in the new “Rely on Henry Schein” marketing campaign.
By GREGORY ZELLER //

From the Old Reliable File comes Henry Schein Inc., the healthcare products and services titan that proves you’re never too big to roll out a new ad campaign.

The Melville-based conglomerate, self-billed as “the world’s largest provider of healthcare products and services to office-based dental, animal health and medical practitioners,” this week announced the launch of its “Rely on Henry Schein” marketing campaign.

The brand-builder – featuring videos on the company’s website and social media accounts, bolstered by print ads in dental-trade magazines and Henry Schein’s in-house publications – follows the familiar “success story” route, with Henry Schein customers discussing the “critical role” the Melville distributor plays in their day-to-day business.

“Rely on Henry Schein” kicks off with the stories of three different dental practices – including one in Long Island City – explaining how Henry Schein’s customer-service mission and superior product catalogue help them focus on delivering quality care.

Following the tales of LIC Dental Associates and the other practices, located in Maryland and Quebec, the Melville mothership plans to roll out new “Rely” stories throughout 2018 and 2019.

Ishwinder Saran: Cutting his teeth.

In “Built From the Ground Up,” Ishwinder Saran – principal dentist at the Long Island City practice – shares the story of how Henry Schein helped him establish his first dental business.

“Dental school does not prepare you for the business aspects of dentistry – you learn kind of as you go,” Saran notes in the four-minute video. “What I was looking for in a partner was reliability.

“Henry Schein was really reliable,” the dentist adds. “One of the benefits of working with a company like Henry Schein, which has been around almost as long as organized dentistry, is that these guys know their stuff.”

Henry Schein Chairman and Chief Executive Officer Stanley Bergman said the company was “honored that these exceptional professionals would allow us to share their experience(s)” through the marketing campaign.

“We strongly believe that our high-touch, full-service value proposition makes a positive difference in the lives of our customers,” Bergman said in a statement. “We can think of no better way to convey that message than to have our customers tell their story in their own words.

“We look forward to bringing more success stories to life in the months ahead,” Bergman added.


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