Breaking Through the Noise: Bospar Positions 3D Systems as the Industry’s Innovator
Over 35 years ago, 3D Systems pioneered the innovation of 3D printing, transforming the manufacturing industry. Today, the company offers a comprehensive portfolio of hardware, software, materials and services, delivering tailored solutions across healthcare and industrial markets, including medical and dental, aerospace and defense, automotive and durable goods.
The current additive manufacturing industry is characterized by rapid innovation and fierce competition. 3D Systems wanted to reinforce its position as a leader in the industry and capture media attention from prominent players such as HP, Stratasys and Carbon.
Challenge
With transformative launches targeting the $9.5 billion digital dentistry market and integration with SOLIDWORKS software, 3D Systems was positioned to redefine its industry presence in the additive manufacturing landscape – but only if the world noticed.
The first launch was its NextDent 5100 3D printer, which revolutionizes high-speed 3D printing for producing dental appliances and sacrificial castings at an accessible price point. The second was a strategic integration with SOLIDWORKS, software designed to simplify workflows for more than 500,000 CAD users.
Despite the significance of these innovations, the client struggled to break through the noise of its larger, louder competitors, hindering its ability to convey its leadership and technological advancements. Internal processes complicated the situation, as navigating approvals for public messaging often delayed opportunities to engage with media. The client risked losing momentum in critical growth areas.
Strategy
Bospar developed a tailored, multi-channel public relations strategy to elevate the client’s profile and solidify its reputation as an industry leader in additive manufacturing. The campaigns focused on amplifying the client’s voice through executive visibility, event strategy and targeted media outreach to ensure its innovations captured their attention.
Media relations formed the cornerstone of the campaigns, positioning the client’s innovations as industry benchmarks.
Recognizing the need to connect with niche audiences, Bospar targeted vertical-specific and technical publications to ensure every aspect of the client’s narrative reached its intended audience. This approach amplified the client’s voice while redefining how the industry perceived and valued its innovations.
Our first step was to ensure the client’s internal approval processes didn’t slow down the momentum. We worked closely with the 3D Systems team to streamline workflows, anticipating challenges and building flexibility into our approach. This allowed us to deliver timely, high-quality messaging to the media, ensuring no opportunity was missed.
Bospar’s strategic approach began with securing high-impact executive briefings and exclusive media interviews to spotlight the client’s leadership in digital transformation. For the launch of the NextDent 5100, Bospar showcased its affordability and versatility through carefully crafted narratives highlighting real-world customer testimonials, demonstrating significant cost savings of 70–90%. These stories resonated deeply with industry publications, positioning the client as a transformative force in the $9.5 billion digital dentistry market. At LMT Lab Day Chicago, Bospar coordinated over 10 executive briefings and amplified messaging with targeted social campaigns to maximize the launch’s visibility.
Similarly, Bospar elevated the 3DXpert for SOLIDWORKS integration by emphasizing its value for over 500,000 CAD users. A joint announcement with Dassault Systèmes underscored the importance of the partnership, while targeted social campaigns and executive briefings at SOLIDWORKS World showcased the integration’s ability to streamline workflows and deliver tangible benefits to users.
Campaign Results
Bospar’s comprehensive strategy delivered measurable results that transformed the client’s market presence and solidified its position as the go-to name in additive manufacturing. Results weren’t just about media coverage but about reshaping perceptions and building a foundation for sustained influence across key audiences. Through meticulous planning and targeted execution, we positioned the client as a trusted authority in additive manufacturing, turning its cutting-edge technology into a central part of the industry narrative.
This success was reflected in the campaign’s dominance of share of voice year-to-date, further reinforcing the client’s leadership in the industry.
Bospar secured 59 unique media placements, exceeding competitors’ next highest of 34. Coverage spanned top-tier publications like ZDNet, TCT Magazine and 3DPrint.com. Bospar’s strategic outreach delivered an advertising equivalency value surpassing $4 million. Additionally, 98% of the coverage was either positive or neutral in sentiment, underscoring the widespread recognition and credibility the campaign achieved.
Bospar’s outreach resulted in Larry Dignan at ZDNet publishing a compelling overview of the client’s additive manufacturing strategy, focusing on its commitment to innovation and plans for long-term growth. In a follow-up feature, Dignan explored the company’s advancements in materials innovation, examining how the CEO’s leadership is shaping the future of 3D printing by advancing both technological progress and market expansion. Dignan also covered the launch of the NextDent 5100, emphasizing its ability to speed up digital dentistry workflows and highlighting the expanded materials portfolio aimed at improving accessibility and efficiency in dental solutions. 3D Printing Industry’s coverage of the the NextDent 5100 launch emphasized its ability to address a wide range of dental indications and how its unique materials portfolio enhances efficiency and precision in dental manufacturing.
Jake Smith at ZDNet reported on the 3DXpert for SOLIDWORKS launch, detailing how the integration optimizes designs for additive manufacturing and further strengthens the client’s position as a leader in workflow efficiency. Sarah Goehrke at 3DPrint.com’s thoughtful piece on the SOLIDWORKS integration highlighted its ability to simplify workflows for CAD users. Additionally, Laura Griffiths at TCT Magazine spotlighted 3D Systems’ CEO in exclusive interviews, noting the NextDent 5100’s potential to transform digital dentistry through its speed, versatility and affordability.
Coverage from outlets like ZDNet highlighted key benefits such as speed and affordability, while TCT Magazine’s exclusive CEO interviews illuminated the broader impact of the client’s advancements. Engineering.com provided valuable context, positioning the launches as pivotal developments for the future of both digital dentistry and additive manufacturing.
What set this campaign apart was its ability to align media wins with strategic goals. By securing features that resonated across technical and vertical-specific audiences, Bospar moved beyond awareness to establish the client as an essential player in the industry, building a foundation for ongoing influence and growth.
This campaign exemplifies how Bospar’s innovative and strategic approach to public relations can elevate a brand’s visibility and influence within highly competitive industries. Take Bospar’s quiz to see how we can best support your efforts and transform your brand’s story with our comprehensive PR services.
