Month: January 2017

Apps to improve our health

Apps to improve our health


Proctor & Gamble: Oral-B and iconmobile for Oral-B SmartSeries Mobile Application (P&G) Silver Winner in IOT category, 2015 MMA Smarties

How many of us are taking advantage of these improvements in technology, that lead to improvements in our lifestyle and behavior?
Today our teeth, tomorrow our hair. Next thing we will be talking about (yes, a future post here) are mobile hairbrush apps, too.
Internet of Things (IoT) is defined as any technology, device or wearable that connects, communicates or transmits information with or between each other through the mobile driven Internet.

How many devices are connected and will be in the future? The number of mobile connected devices already exceeds the world’s population and it’s expected to be rising to 21 billion devices by 2020. As devices connect and create value for users, they create risks as well. They are changing how we work, live and relate to each other. The race to win the platform for connected products begins with smart logistics, managing production and distribution.
Oral-B has been part of the Procter & Gamble (P&G) company since 2006, and is a leader in the $5 billion brushing market, with a 20% share of the global oral care market. The brand includes manual and power toothbrushes for children and adults, oral irrigators, oral care centers and interdental products, such as dental floss.

Oral B began with a product experience that was functional and valuable to customers. Their products have become more valued to the company as they have become connected to the internet via mobile devices. Sensing, connectivity and intelligence opens new revenue streams. The Oral-B 9900 Triumph Toothbrush has a list price of $482.99. Replacement brush heads sell for $12.98 each. There is a lot of revenue to consider when it comes to the potential market for this consumer product. One of the features is a built-in pressure sensor that stops pulsations to

When you brush for two minutes you get a smile.

signal if you are brushing too hard, and a two minute timer indicates when the recommended brushing time has been reached. On the timer, a smiley face appears after the dentist recommended two minutes of brushing time.

Working with professionals has been one of the areas this app as well as working with patients’ needs and goals. Proper brushing routines can be programmed into the app to focus on problem zones, providing specific brushing instructions to follow at home regarding whitening, healthy gums, and plaque removal.
Metrics for the product brushing sessions include: 83% are brushing more than 2 min. 2.24 minutes is the average. Users can check their personal statistics.
The figure below shows the Oral-B app ‘Achievements’ page, including the trophies for 7 day brushing streak, 7 day flossing streak, etc.

The app has been downloaded more than 300,000 times since 2014. Flossing, tongue cleaning, rinsing technology and interactivity has helped Oral B make happier healthier mouths.



1. What other products you use daily are connected to the Internet?
What other products could Oral-B connect with in the home?

2. How can Oral-B get more dentists to recommend their connected products in the future while keeping to the highest standards of ethics?

3. Discuss the Consumer Behavior psychology of brushing teeth and under what circumstances you would share your tooth brushing trophies with your peers.

4. How would the Achievements icons change your personal brushing regimen? How do you think it would change a youth’s brushing habits?


Posted by marybethmccabe in Marketing Tools, Mobile Marketing, Online Marketing