Creating an inspirational environment in B2B: How dentists get inspired from hairdressers and clams

This paper describes a research project led within German-speaking countries to generate new ideas for dental cementation ('fillings'), taking inspiration from the approach to NPD and innovation of other industries.

Creating an inspirational environment in B2B: How dentists get inspired from hairdressers and clams

Tanja Woppman, Kathrin Wahl, Sylvia Casagranda and Andreas Woppmann ADVISE and Ivoclar Vivadent

Introduction

Do you remember your last visit at your dentist? If so, what spontaneously comes to your mind? Maybe toothache, pain, drilling and other unpleasant treatments? There is probably nobody who really loves to visit a dentist. And dentists? Most of them t

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands