Cracking the Code: The Evolution of Our Event Strategy at Eon Aligner

As the clear aligner industry continues to expand, events have become a vital tool for brands to connect with doctors offering not only clinical education but also fostering a strong community.

From large conferences, workshops, or small events, each event type provides opportunities for clinical education, knowledge exchange and relationship building. However, developing a truly effective event strategy takes time, experimentation and refinement. For Eon Aligner, our direct-to dentist brand, the event strategy has evolved through several stages as we’ve learned what works best in the clear aligner industry. This thought-piece will dive into the story of how we fine-tuned our event strategy to align with market needs, while empowering doctors and maximizing impact.

The Evolution of Our Event Strategy: Key Learnings

• From Disjointed Market Efforts to a Clear Regional Strategy

Initially, our event planning lacked a unified structure across different markets in the region. We organized different types of events from basic, advanced, and roundtable discussions without fully considering the specific needs of each market or what type of content would resonate with the doctors invited. We’ve now shifted to a more intentional, data-driven strategy. Our event plans are now tailored to match the unique dynamics of each market, taking into account doctor segments, regional interests, and market maturity. This approach allowed us to strategically plan for events throughout the year ensuring content is relevant, engaging and aligned with the expertise and expectations of the doctors we invite.

• From High-Frequency to High-Relevance

At first, we scheduled events frequently aiming to maintain engagement. However, this resulted in content fatigue with doctors feeling that the information is repetitive. We’ve now developed an optimized event calendar spacing events strategically throughout the year. By segmenting the audience for each event based on experience level and content type, we ensure that each session remains relevant and informative while also expanding our reach across various doctor segments.

• From Basic Content to Empowering Advanced Events

At the start of our event planning process, we primarily focused on introductory events, which delayed the roll-out of more advanced sessions. This left experienced doctors waiting too long to develop their expertise and confidently take on more complex cases. Now, we design events to cater to different doctor segments and their specific needs in each market. Our advanced sessions and case-based discussions, empower doctors to master aligner treatments and push their boundaries, fostering confidence in handling more intricate cases

• From Limited Feedback to Data-Driven Event Planning

In the beginning, we lacked structured feedback mechanisms which made it difficult to track the effectiveness of our events and make improvements accordingly. To ensure continuous improvement,we’ve integrated multiple feedback mechanisms to gather insights about the event’s usefulness and impact through surveys. We also track quantitative outcomes such as the number of cases submitted and their quality post-event so we can better understand the effectiveness of our initiatives. In addition to quantitative data, gathering qualitative data is equally important by conducting sales visits which can help provide an opportunity to engage with doctors directly, gaining deeper insights into their experience. These interactions can also motivate doctors to submit new cases, and strengthen professional relationships.?

The Strategy That Works: Key Principles for Successful Aligner Events

• Understand Regulatory Requirements: Before planning or hosting any event, it's essential to check the regulatory requirements, as these can vary significantly by country and may impact event content and interactions.
• Targeted Engagement: When planning your events, strategically invite doctors based on their experience levels and the specific content you'll present. Design introductory events for those new to clear aligners, while offering advanced sessions for seasoned practitioners ready to tackle complex cases. This ensures your events remain relevant and impactful.
• Continuous Adaptation: Make it a priority to gather feedback through surveys and conduct post-event visits. This approach will help you continually refine your events, ensuring they align with the evolving needs and interests of your audience.
• Market-Specific Strategies: Recognize that each market has its own unique characteristics. Tailor your strategies to deliver the right type of event to the appropriate doctor segment at the optimal time. This practice will maximize relevance and engagement across diverse regions.
• Leveraging Influential Voices: Carefully select speakers, particularly Key Opinion Leaders (KOLs) and brand advocates, as they play a vital role in your events. Their credibility not only enhances your presentations but also positions them as trusted representatives of your brand, helping to strengthen community ties and foster loyalty among doctors.
• Building Brand Equity Through Conferences: Participate actively in orthodontic conferences to launch and sustain visibility for your brand within the dental community. Regular participation not only boosts brand recognition but also builds equity as you establish your presence in the market.

Conclusion

Today, our events are more than just educational sessions, they are powerful platforms for community building, skill enhancement, and brand loyalty. As the clear aligner industry continues to grow, we remain committed to evolving our strategy to meet the changing needs of doctors and ensure lasting impact.