Tri Hawk Corporation recently unveiled a new multi-faceted corporate marketing campaign for its proprietary line of dental burs.
At the core of the campaign is a strategy to target only the most demanding bur users.
"Over the past 40 years, we have learnt that many dental practitioners take the attitude that 'a bur is a bur,'" said Tri Hawk founder and CEO Gustel Fischer. "More discriminating clinicians, however, are able to appreciate a bur that truly provides an unparalleled combination of cutting speed, user and patient safety and resistance to breakage. Those are the people for whom Tri Hawk burs are designed."
This positioning is reflected in the company's new tagline: "For the bur connoisseur."
According to Mr Fischer, Tri Hawk's singular focus has always been designing, manufacturing and marketing the most effective dental burs possible, which the company believes gives it a significant edge over competitors that produce a wide variety of products.
"We have an intense passion for burs, for the simple fact that we consider them to be the most important instruments used by the dental practice," Mr Fischer said. "In order to meet the needs of the most exacting dental practitioners, we employ proprietary bur designs, metal blends and manufacturing processes and even design our own bur-making equipment. Customer feedback and independent studies indicate that Tri Hawk burs provide a combination of cutting speed, strength and safety that is unmatched in the industry."
In particular, Tri Hawk's Talon metaland crown-cutting burs feature an exclusive over-the-top blade design that allows the burs to cut not only horizontally but vertically as well. As a result, Talon burs are able to cut through even the most challenging materials in a fraction of the time.
Privately-held Tri Hawk Corporation, founded in 1969, has its corporate headquarters and manufacturing facility in Morrisburg, Ontario, Canada. Tri Hawk sells its products in over 80 countries throughout the world, including Europe, South America, Africa, Asia and Australia.