An excellent user experience on Facebook: Dentsply Sirona reaches more than half a million followers on the social network

Dentsply Sirona has achieved the largest number of followers in the dental market with its Facebook pages that were restructured for the IDS 2017. More than 500,000 people follow the posts on the company's site including the subpages of the business units. The announcement of the merger of Dentsply and Sirona around a year ago reached approximately 100,000 users and in April, around 120,000 people saw how CEREC mills a Zirconia block to music from Vivaldi's "Four Seasons". The image video of Dentsply Sirona Endodontics has been clicked on 1.4 million times in the past two months. It is no longer a rarity that a post receives more than 1,000 likes. "We are a bit surprised, but, of course, we are also extremely happy that the reach of our Facebook presence has increased so enormously. We have drawn the conclusion that the users enjoy the high quality of the content", said Dr. Jürgen Serafin, Corporate Vice President Marketing Dentsply Sirona, explaining the success. New ideas and initiatives have also been successful, for example more than 35,000 interested people from all over the world have now watched the video of an implant procedure that was originally live streamed and they have also left behind numerous comments and likes.

Optimally customized content – quickly and continuously

Dentsply Sirona is now able to reach out to thousands of dentists, dental technicians and other dental experts each day via its new joint Facebook page and inform them about events, trade shows, current studies, and press releases, as well as giving tips about training courses for different indications. Information about product highlights from all business units invites exchanges of opinion and lively discussions. As a particular highlight, the so-called Global Pages structure ensures that users receive information which is ideally tailored to their needs. Based on a single request to state their place of residence, followers are assigned to a region and are then constantly provided with posts that are of most interest to them, with a local connection, either in their national language or optionally in English. They are automatically redirected to the right Facebook page without having to search extensively. "We want to provide our users with optimally customized information – continuously and in their mother tongue", said Andreas Blauig, Social Media Manager at Dentsply Sirona. "We want our Facebook visitors to also get a sense of this and enjoy an optimal user experience."

Detailed product information on subpages

Furthermore, themed pages on Facebook for the various business units will also be retained by Blauig and the global social media team of more than 20 people. "These subpages stand alone and offer users exciting, detailed content and useful product information, perfect for getting to grips with a new subject and for discovering insights and trends on a specific area", explained the social media expert Blauig. The product information highlights will also be integrated later into the company's Facebook page. To enable users to take advantage of the benefits of Facebook's Global Pages structure at all levels, Dentsply Sirona has integrated many of the existing subpages into the new structure. If, for example, a user searches for Dentsply Sirona Endodontics they are automatically taken to the right Facebook page in their language. Implementation in the new system has also been successfully concluded for Dentsply Sirona Implants: Users from Turkey, Russia, Poland, North America, and Germany can now get information in their national language. Users from other countries see the same Facebook page but in English. "For us, social media has become an integrated component of our communication strategy," concluded Jürgen Serafin, Corporate Vice President Marketing Dentsply Sirona, "and the current successes are, of course, encouraging us to continue to invest strongly in this area".

Dentsply Sirona Corporate: www.facebook.com/dentsplysirona

Dentsply Sirona Implants: www.facebook.com/dentsplysirona.implants

Dentsply Sirona Endodontics: www.facebook.com/dentsplysirona.endodontics

Dentsply Sirona Prosthetics: www.facebook.com/dentsplysirona.prosthetics

Dentsply Sirona Restorative: www.facebook.com/dentsplysirona.restorative

Dentsply Sirona Preventive: www.facebook.com/dentsplysirona.preventive

Dentsply Sirona Orthodontics: www.facebook.com/dentsplysirona.orthodontics

Video about Dentsply Sirona's Facebook presence: www.youtube.com/watch?v=fNgvz5jZ6yc

About Dentsply Sirona

Dentsply Sirona is the world's largest manufacturer of professional dental products and technologies, with a 130-year history of innovation and service to the dental industry and patients worldwide. Dentsply Sirona develops, manufactures, and markets a comprehensive solutions offering including dental and oral health products as well as other consumable medical devices under a strong portfolio of world class brands. As The Dental Solutions Company, Dentsply Sirona's products provide innovative, high-quality and effective solutions to advance patient care and deliver better, safer and faster dentistry. Dentsply Sirona's global headquarters is located in York, Pennsylvania, and the international headquarters is based in Salzburg, Austria. The company's shares are listed in the United States on NASDAQ under the symbol XRAY.