A Popular Brand is Getting Fit for the Future

Interview with Marco Künzel, Managing Director of the Dentinox® Gesellschaft für pharmazeutische Präparate Lenk & Schuppan KG

Marco Künzel, Managing Director of the Dentinox® Gesellschaft für pharmazeutische Präparate Lenk & Schuppan KG
Marco Künzel, Managing Director of the Dentinox® Gesellschaft für pharmazeutische Präparate Lenk & Schuppan KG

With over 70 years of company history, the Dentinox® Gesellschaft für pharmazeutische Präparate Lenk & Schuppan KG has built a strong brand identity that is now set to be modernized. Known for its market-leading teething gel, the company has set a goal to accompany its customers throughout their lives. By developing new products and strengthening the emotional connection to young parents, Dentinox® uses its heritage to offer innovative solutions and promote brand loyalty.

The brand Dentinox® is especially known for its teething gel, which is considered the market leader in about 33 countries. "Anyone who has had children knows this product," says Marco Künzel, business manager of Dentinox® Gesellschaft für pharmazeutische Präparate Lenk & Schuppan KG. The history of Dentinox® teething gel is as fascinating as the brand itself. Originally developed in a pharmacy in Dresden, the recipe survived World War II and found its way around the world. This heritage is not only a part of the brand identity but also a significant potential that needs to be tapped into.

An Effective Problem Solver

"We have a product that solves a widespread problem in a particularly effective way. Young parents have the problem of being unable to sleep at night because the baby cries. After using the product, peace quickly returns," summarizes Marco Künzel about the product's effect. This problem-solving competence is a central part of Dentinox®'s brand core, which is to be further strengthened in the future. The emotional connection that young parents develop with the products is a crucial factor for brand loyalty. "The name Dentinox® is often passed on from generation to generation, which underscores the strength of our brand," adds the business manager.

Strategic Realignment

When Marco Künzel took over the business management two years ago, he found an organization that was heavily inward-focused. "The focus was on quality assurance and the laboratory, but marketing and sales were virtually non-existent," he recalls. He changed this situation in no time. A new marketing and sales team was set up, and the corporate identity was modernized. "We have sharpened the positioning of the Dentinox® brand and developed new products around the theme of baby and oral health," says Marco Künzel.

Dentinox Teething Gel
Well-known and popular among parents of teething babies – Dentinox® Teething Gel

Expand Product Range

The launch of the new product Dentinox® Gel care in January this year was particularly successful. It is a teething care for babies that also maintains oral flora. "The product has been very well received and has already been listed in large retail chains like DM and Rossmann," Marco Künzel is pleased to say. The introduction of Dentinox® Gel care marks a significant step in the expansion of the portfolio and shows that Dentinox® is focused not only on teething, but also on the comprehensive oral health of babies.

Improve Online Visibility

In addition to product development, the company has also invested in digital visibility. "We have strengthened our online presence and use social media channels to reach younger parents," explains Marco Künzel. This strategy aims to increase brand awareness and at the same time promote interaction with customers.

Recognize and Utilize Future Perspectives

Despite these successes, many challenges remain. "We need to digitize and automate our processes," says Marco Künzel. The company is planning to implement a new ERP system to increase efficiency. "We are currently working very manually and need to urgently change that," he emphasizes. Digitization is not just a technical upgrade, but also a cultural change within the company that demands employees to adapt to new working methods.

Pharmacies as a Multiplier

Another goal is to strengthen the presence in pharmacies. "In Germany, we have the status of an over-the-counter drug, which allows us to sell in the mass market. In other countries, however, we are only represented in pharmacies. We want to expand this more strongly in Germany," explains Marco Künzel. Pharmacies are a traditional sales channel for pharmaceutical products, and returning to this area could help Dentinox® further consolidate its market shares.

Also Address International Markets

The expansion into new markets, especially Western Europe, is also on the agenda. "We have a strong brand and there are still many countries where we are not represented," says Marco Künzel. Accessing new markets, however, requires careful planning and thorough analysis of local conditions to ensure that products comply with respective regulatory requirements.

Prepare the Brand Dentinox® for the Future

In the future, Marco Künzel sees great potential for the Brand Dentinox®. "We want to continue to be market leaders in the baby teething product market, but we will also gradually explore further product categories in baby care and health," he says. "The further diversification of the product portfolio to reach new target groups and generate additional revenue streams is a clearly defined goal that we will pursue consistently." The combination of tradition and innovation makes the company an exciting player in the market, proactively addressing the challenges of modern times.