By: Christian TuyayMarketing 6000 Assignment 2

Henry Schein Dental Overview Competition Marketing Campaigns Anaylsis

Table of Contents

In 1932, Henry Schein and his wife, Ether $500 and opened a pharmacy in Queens, New York.

◦ Together they grew their small pharmacy based on the belief that affordable, high-quality merchandise and excellent customer service were the building blocks of a successful business.

In 1940s, introduces private brand dental, medical, and veterinarian products.

1971, focus more on dental practitioners with operational excellence and discounted prices

Henry Schein Dental Overview

In 1984, Henry Schein becomes the first in the industry to automate the distribution cycle.

In 2009, broke ties from 3rd party distributor and now is managed directly under Henry Schein in Hawaii.

Henry Schein has three main segments: Dental, Medical, and Veterinarian. ◦ Employ more than 13,500 Team Schein Members

worldwide.

Overview cont.

Today, Henry Schein, Inc. is FORTUNE 500® company, the largest distributor of health care products and services to office-based practitioners.

Overview cont.

Patterson Dental◦ Main Competitor nationwide

In1877, John Patterson and his brother Myron Fayette (M.F.) Patterson purchased a Milwaukee drugstore.

In agreement with his brother, M.F. acquired the dental interests of their drugstore in 1891, and then moved the Company to St. Paul, Minn.

Competition

By 1959, Patterson Dental operated 40 locations.

2009, Patterson Dental enters the Hawaii market.

Competition cont.

Marketing Campaigns Henry Schein Dental’s Marketing focus is

creating a long lasting customer relationship.◦ In-office marketing: One-To-One Marketing◦ E-mail marketing: Personalizing Marketing◦ Privileges Program: Loyalty Programs◦ Publication marketing: Attracting Customers

Build relationships with clients face-to-face◦ Henry Schein Dental has over 2,000 employees.

Evaluate customers needs and analyze their business to offer recommendations◦ Gives customers a sense of belonging knowing

someone see them in person. Promote products and services tailored to

their own practice◦ Update customer on specials and new items.

In-Office Marketing

Personalized news updates and product promotions.

Keep in communication with clients to build the Henry Schein Dental brand.

Helps attract new customers to the brand and the Henry Schein Dental website to increase business

E-mail Marketing

Membership program◦ Allows clients to earn points on purchases to

redeem for various items. Reward Loyal Customers

◦ Gives extra discounts and faster service repairs.

Privileges Program

Advertise in the top dental magazines◦ Promote brand, products, and services

Hawaii has a Quarterly Publication for the customers in Hawaii.

Attract new customers Increase brand awareness to large

populations

Publication Marketing

Focus: Building Customer Relationships Marketing Campaigns enable company to

gather information on customers, build loyalty to company, and increase market share.

Company uses research to customize their strategies to each individual client to help improve their practice.

Allows company to analyze what areas need improvement for growth

Analysis

www.henryscheindental.com www.pattersondental.com

References