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Best Promotional Blast-Direct Sale or Lead Gen Offer:
Honorable Mention B-to-B
Biolase Ezlase Diode Laser
Brand/Client Side Team:
William E. Brown, Chris Nagamoto, Sahar Rafat
Vendors/Agencies:
Media Devils
From Their Nomination Form:
This campaign is unique because it generated a large number of leads, which converted to
a large amount of sales for a high-cost capital equipment product. The ezlase has a list
price of almost $14,000. In many cases Biolase Laser Specialists working with dentists
who responded to the campaign determined that the dentist would benefit from a laser with
even greater capabilities than the ezlase. Many of these dentists ended up purchasing our
$85,000 laser or a package that combined both lasers. The ezlase, has become the most
successful new product launch in medical laser device history. The company sold more than
twice as many ezlase systems by the end of 2007 than it had predicted it would at launch.
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