In 1998 AstraZeneca received FDA marketing clearance for PerioChipO, indicated for treating adult periodontitis. To build brand equity among the product's target of dentists,
periodontists and dental hygienists, AstraZeneca developed a CSO program that used educational programming, thought leader development, and third party advocacy.
One way to reach this group was through dental hygiene school curriculums; local and national thought leaders; and continuing medical education courses offered by the American
Dental Hygiene Association (ADHA).
AstraZeneca partnered with OnCall, a leading Cincinnati, Ohio contract sales company, to recruit, train and manage a team of eight scientific educational liaisons to reach
these target audiences, called Dental Hygiene Educational Liaisons (DHELs). This team was charged with:
- promoting AstraZeneca's image;
- integrating PerioChipO into RDH school curriculums and establishing brand equity;
- delivering RDH students into the industry as PerioChipO users; and
- establishing, maintaining and leveraging support of local, regional and national chapters of the ADHA and thought leaders.
By the end of 1999, 95% of all professional dental hygiene school programs were reached. Of this group, 42% of the school programs have included PerioChipO into their teaching
curriculum and 25% have purchased PerioChipO for their clinics.