Some projects start with a question that sounds simple until you really sit with it: “Is this a viable product?” That was the assignment that started BiteBuoy®.

Dr. Scott Morgan, a practicing pediatric dentist, had invented a clever little device, a unilateral mouthguard designed to protect dental patients from accidentally biting and injuring themselves during the hours after local anesthesia. Anyone who’s ever left a dentist’s office with half their face numb knows exactly the problem he was solving. The question wasn’t whether the idea was good. The question was whether a market existed, who was in it, and whether the numbers made any sense.

So we started there. The feasibility study said yes, with conditions. That unlocked the next phase: concept development, interviews with practicing dental professionals, and a full naming study across three candidate brand directions. The name that won was BiteBuoy, and it earned it. Clinical enough to be taken seriously in a dental practice. Memorable enough to escape the waiting room.

From naming, the project grew into a full pre-launch campaign architecture. Two distinct brand identities were developed and are currently running head-to-head in an A/B test, one leaning into the emotional story (parents, peace of mind, the anxiety of a child post-procedure), the other taking an analytical, data-forward approach aimed squarely at the clinical professional. Both have fully developed websites. Real traffic will decide which one moves forward.

The waitlist campaign itself spans digital and traditional channels: LinkedIn and Meta for targeted reach into the dental professional community, programmatic HCP placements, and endemic dental trade publications. The conversion mechanism is a waitlist signup offering free sample kits and early production priority, which does two things at once: generates leads and validates demand before a full go-to-market launch.

The campaign is still in the field. The story isn’t finished yet. But the foundation is solid, and that’s always where it has to start.

Feasibility Study, Naming, Concept Development, Creative Direction, and Project Management by Bernie Combs. Art Direction by Gordon Chislett. Copywriting by Bernie Combs & Gordon Chislett. 3D Modeling by Faisal Khan.