uilding strong relationships with dental and veterinary professionals has been a cornerstone of Colgate’s growth strategy for many years. These relationships continue to build credibility, support and recommendations for Colgate and Hill’s, which drive product trial and long-term loyalty.

To encourage more usage and endorsements in oral care, Colgate has established global guidelines for professional sales, sampling, academic relations, obtaining dental seals of approval, dental convention attendance and participation in Oral Health Month. These efforts have contributed to Colgate toothpaste being the brand recommended and used most often by dentists worldwide.

Partnering with dental professionals strengthens Colgate’s credibility as an oral care authority and helps grow the Company’s market shares. In addition to supporting product concepts with an extensive program of over 250 clinical trials annually in more than 30 countries, Colgate works with academia, welcoming their input during the early stages of research.

To further strengthen its partnership with the dental profession worldwide, Colgate has established a dedicated web site designed to help the dental community get the latest oral health news including research papers, educational materials and information on Colgate product benefits. Dentists can also order product samples and even personalize content for patients.

Similarly, Hill’s Pet Nutrition has close ties to the veterinary community, involving the profession in programs that generate awareness about good pet nutrition. In one initiative, Hill’s teamed with the American Veterinary Medical Association to form the Alliance for Healthier Pets, a pet obesity-awareness program focused on teaching consumers about the risks of overweight conditions in their pets and on teaching animal care professionals how to better educate pet owners on proper pet weight management. The program included a national road show to help build consumer awareness and to communicate the benefits of feeding pets Hill’s Science Diet Light and Hill’s Prescription Diet r/d and w/d weight management foods.

One program that has been especially successful in developing closer relationships with the profession involves inviting dentists to tour the oral care portion of Colgate’s Global Technology Center located in Piscataway, New Jersey. Building on this strength, in 2008, Hill’s began inviting veterinarians to tour Hill’s state-of-the-art research facility, known as the Pet Nutrition Center, in Topeka, Kansas. Allowing vets to see firsthand the care and precision of Hill’s product development process builds credibility and is creating strong advocates for the brand.

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