
Get the Message Right
CATEGORY: Blueprints
SOFTWARE: NA
SERVICES: Story Blueprint
WEBSITE: bluelightanalytics.com
01. The Challenge
Why do fillings fail? That was one of the fascinating insights we learned as we helped Bluelight Analytics refine their story. Â
Bluelight Analytics was born out of Dalhousie University’s dental school, where they studied the cause of filling failures. One of the root causes was inconsistent UV light applied during the curing phase of a filling. When a filling is done, the dentist clears out the decayed part of the tooth and fills it with a liquid resin. Then they use UV light to “cook” or cure the resin until it hardens.  But sometimes the resin doesn’t harden enough and the filling can fall out, or it can cure too much and crack the tooth. Â
At the center of the process are UV lights. The problem is that most of them do not produce a predictable energy output, ranging from 100 to 1000 watts of energy. The range is so wide because of variations in make and model, age of the device, dust, damage, and other factors. So dentists don’t really know how long to apply the light. Â
In fact, in our discovery sessions with dentists we learned that they mostly just guess. They apply light for 20 seconds, tap the tooth with a pick, and if it feels too soft, they apply for light until it has the right feel.  But it doesn’t always go right, which can lead to filling failures.Â
Bluelight created a device which measures the exact UV output of the light and provides feedback to the dentist to tell them exactly how much time to use the light for, providing a more consistent experience. Â
What they wanted was a great way of getting that story across to dentists.Â
02. The Solution
Bluelight’s early assumption was that dentists cared more about patient satisfaction and outcomes and that this should be the focus of the value proposition. However, in talking to dentists we learned a really important thing which made all the difference in the story being told.Â
Dentists were highly concerned about “chair time”. Yes they were concerned about patient outcomes, but they said that failures might happen 1% of the time. Not enough to create massive issues with patients, and usually if it happened a patient wasn’t overly upset. Â
What mattered more was the lost billable chair time, because they had to redo the work, it took longer to do, and it was an opportunity cost to have another patient in the chair. It hurt their practice efficiency, and this was the pain point that registered the highest in our interviews. Â
This one small insight helped us reshape the value proposition. Â
The Story Architect was instrumental in helping Bluelight Analytics gain the insights into their buyer persona’s messaging needs to help us rebuild our website around the launch of a new product.Â
– JP Fury, CEO, Bluelight Analytics
03. The Result
Bluelight Analytics has since gone on to be used by almost 20,000 dental clinics in over 75 countries. Â
This is a useful post for finding broken links within the website, what about links pointing outwards that are broken? I can use a free web service but wondered if this was possible.
Great tool! I am using a redirect plugin to send all my 404’s to my home page but I think it’s slacking sometimes.