Turning a mature product line back into growth

Tissue Level was a mature implant line with declining market share. Sales teams had moved on to newer platforms, new customers saw little reason to engage, and loyal users trusted it but largely took it for granted — a reliable product without a fresh growth story.

Started with sales analysis, then went into the field — co-travelling with reps across Europe and the US, interviewing clinicians and competitive KOLs. Instead of simply refreshing the materials, rebuilt the Tissue Level story on two levels: clinically, around preserving peri-implant health, grounded in TL biological design and independent long-term Swedish population data; commercially, by repositioning it from an ageing product to an iconic implant line under the campaign tagline "Tissue Level — a true icon in dental implantology." Built the full campaign — brand and clinical evidence films for expert meetings, referral events and congresses, a landing page, detailing aids and plug-and-play training tools that local markets could activate immediately.

Delivered 7% sales growth and doubled customer engagement KPIs. Sales teams had a story they were proud to tell, while clinicians responded to a distinctive biological positioning competitors could not easily match. When Straumann launched the next Tissue Level implant generations — TLX (2021) and TLC (2024) — the same biological design story continued to support the portfolio. A 2016 repositioning still shaping the Tissue Level story in 2024.