Smart Toothbrushes Case Study: Driving Innovation Using AI & Data Analytics

STUDY OVERVIEW
BENCHMARK CLASS
STUDY SNAPSHOT
KEY FINDINGS
VIEW TOC AND LIST OF EXHIBITS

In 2018, Colgate-Palmolive utilized artificial intelligence and data analytics to innovate in a mature slow-growth oral care market segment by launching the smart toothbrush E1 in partnership with Apple and Kolibree.

As part of its shift from line extensions to true innovation, the global personal health company launched its second smart toothbrush - "Hum" - to expand market share. Hum was launched in 2020 as a lower-cost, Colgate-only smart toothbrush filling a market niche below its co-branded E1 smart toothbrush, with the new product going on to win numerous accolades.

As part of this product evolution, Colgate-Palmolive utilized innovative technology and newly generated usage data to boost customer insights and outcomes. This helped the brand both in driving market growth and forging deep consumer relationships.

Best Practices, LLC undertook primary and secondary research to develop this case study that examines how the use of artificial intelligence and data analytics can drive innovation across healthcare sectors. The case study evaluates how Colgate-Palmolive’s “smart toothbrushes” are establishing Health Outcomes and Real-World Data that drive genuine product differentiation and growth - lessons that can prove critical for biopharma organizations.

The report also delivers new primary benchmarks on how the biopharma industry is embracing connected healthcare using a variety of new applications and deployment approaches.

Industries Profiled:
Consumer Products

Companies Profiled:
Colgate-Palmolive

Study Snapshot

Best Practices, LLC conducted primary and secondary research to probe how Colgate-Palmolive’s “Smart Toothbrushes” are establishing Health Outcomes and Real-World Data that drive growth. The case study also evaluates how artificial intelligence and data analytics can be utilized to drive healthcare innovation.

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

Partner for Skills: Colgate rapidly acquired technical and channel skills by partnering with Kolibree + Apple in its first-generation smart electric toothbrush.

Spot Innovation Niches in Sub-populations: Patient segments and sub-populations can be innovation niches – just as millennials proved an ideal audience for smart toothbrushes.

Table of Contents

Sr. No.	Topic	Slide No.
I.	Executive Summary: Smart technologies working across industries and markets	Pg. 3
II.	Path to Innovation: How Colgate-Palmolive began using AI & Data to drive new product innovation	Pg. 5
III.	Commitment to Innovation: How Colgate-Palmolive launched new electric smart toothbrush line to boost market share	Pg. 15
IV.	Innovation in Action: Utilizing information to boost customer insights and outcomes	Pg. 22
V.	Connected Health Excellence: Understanding competitors, drivers, investment, ROI and impact of integrated treatment apps	Pg. 32
VI.	Lessons Learned & Winning Strategies Summary	Pg. 38
VII.	About Best Practices LLC	Pg. 41

List of Charts & Exhibits

I. Executive Summary

Summary of key events and insights - Smart technologies working across industries and markets

II. Path to Innovation: How Colgate-Palmolive began using AI & Data to drive new product innovation

“Smart” electric toothbrush birth story - Colgate’s innovation in a mature slow-growth market category
Adapting existing digital technologies to improve oral care through artificial intelligence and data analytics
Melding technology and intelligence for better oral health
Colgate-Palmolive’s partnerships
Driving pricing growth
Colgate-Palmolive’s organic sales growth momentum
Colgate’s net USD sales by product category, Net percentage sales by product category
Sparking growth in mature markets – raising compound annual growth rate of sales within the electric toothbrush segment
Connected apps innovations that drive growth and forge deep consumer relationships

III. Commitment to Innovation: How Colgate-Palmolive launched new electric smart toothbrush line to boost market share

Colgate-Palmolive’s shift in innovation approach
Expanding the smart toothbrush market share
Innovation driving oral care growth at Colgate
Comparison of Colgate-only Hum smart toothbrush vs. its co-branded E1 smart toothbrush
Hum wins accolades
Moving away from line extensions to true innovation

IV. Innovation in Action: Utilizing information to boost customer insights and outcomes

Increasing engagement for healthier outcomes through Colgate’s Hum
Hum’s use of sensors and artificial intelligence to provide behavior-changing feedback
Hum builds patient relationships and outcomes while gathering large data sets to inform real world evidence (RWE)
Identifying the target market segment for selling direct and adding value
Using analytics to create valuable new health-related services
Connected app value chain
Technological innovation to make brushing fun and change behaviors over time
Health outcomes communication for Colgate-Palmolive’s consumer-direct products
Connected health apps as a source of loyalty, growth and tech-enabled productivity

V. Connected Health Excellence: Understanding competitors, drivers, investment, ROI and impact of integrated treatment apps

Integration of devices / products with FDA-approved connected healthcare applications
Total number of connected healthcare applications created by healthcare companies
Data interfacing of connected healthcare applications
Expanding forms of user data collected from connected applications
Data collected from connected applications at large healthcare companies vs. smaller healthcare companies

VI. Lessons Learned & Winning Strategies Summary

Lessons learned and winning strategies from Hum and E1

Healthcare Innovation Using Artificial Intelligence and Data Analytics: How “Smart Toothbrushes” are establishing Health Outcomes and Real-World Data that drive growth

ID: PSM-379

Features:

Pages: 41

Published: 2021

Delivery Format: Shipped

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