Connecting Children to Better Dental and Oral Health

Colgate-Palmolive Company is an innovative growth company reimagining a healthier future for all people, their pets, and our planet. With a focus on improving children’s oral care around the world and ensuring brighter futures for our youth, Colgate’s hum Smart Electric Toothbrush guides users and caregivers to brush better.

Colgate partnered with GoMo Health on the creation of a digital therapeutic program, Colgate Connect, to enhance their innovative oral health products with mobile-based engagement, empowering youth with familiar resources to encourage healthy dental habits. The concierge program facilitates dental and oral health compliance and monitoring in conjunction with the use of the hum by Colgate toothbrush and its accompanying app to educate users on the value of good oral care habits that last a lifetime.

CLIENT OVERVIEW
Website	https://www.colgate.com/en-us
GoMo Health Solutions	Personal Concierge™ Care Companion™ GoMo Chat™ GoMo Music™

Our Goals

Seamless onboarding process for participants to connect to the app and toothbrush

Improve dental and oral health compliance and support improved dental and oral health habits for connected toothbrush users

Improve time between syncing toothbrush to app for each population by sending regular reminders

Set baseline for interaction with program for future use

GoMo Health leveraged its proprietary emerging science, BehavioralRx, the science of precision health, to build the program and determine the engagement strategy, approach and content delivered.

The following behavioral and cognitive techniques were applied:

Reduction Technology / Persuading through simplifying.
Tailoring Technology / Persuasion through customization.
Nurturing Technology / Guided persuasion.
Conditioning Technology / Reinforcing target behavior.
Environment of Need Technology / Intervening at the right time.

A Mobile Guide Through the Brushing Journey

The Colgate Connect Personal Concierge program actively engages with caregivers of hum users. The initial program is offered to caregivers of pediatric patients, ages 4-8, who have recently undergone a dental procedure at Children’s Dental Surgery of NJ, making it more important than ever to ensure proper adherence.

Caregivers will receive a welcome kit that includes the hum by Colgate toothbrush, toothpaste, an accompanying quick start guide and brushing tips mirror cling, all supporting:

Adherence to post-operative care
Regular syncing of the hum to the Colgate Connect app
Brushing twice daily, for two minutes each session
Getting full tooth coverage while brushing

Building a Healthy Foundation to Keep Children Smiling

A variety of content is delivered through messaging (via SMS or directly in-app) to provide a seamless experience for participants who will begin to receive messaging to nurture them through their brushing journey beginning with downloading the Colgate Connect app. Subsequently, they are prompted to complete a baseline test brushing session, and immediately start receiving general post-operative education, alerts based on daily brushing activity, and goal-oriented prompts and tips.

Bi-directional surveys and interactive messaging allow for program personalization and real-time feedback along with specific in-the-moment content, including teeth jokes, facts and music tailored to keep children actively engaged in their brushing routine.

Program participants can text any of the keywords below at any time to get more information in their moment of need:

BRUSH: for reminders to brush
JOKE: for jokes to keep the smiles coming – and show off those pearly whites!
SMILE: for interesting dental/oral care facts
SONG: for 2-minute songs to keep kids company as they brush

“2-Minute Tooth Tunes” to Encourage Longer Brushing Times

Based on the principle that the more senses employed during an activity, the more resilient behaviors become, GoMo Music was incorporated into the program to further engage with participants. This scientifically curated music album, entitled “2-Minute Tooth Tunes” was specifically developed and produced for participants and consists of a range of 18 happy and uplifting children-friendly tracks to keep users company while brushing, plus three bonus tracks for sleep and energy. The custom, original music was produced by award-winning composers to make brushing more fun. Each track is two-minutes in duration for children to brush along to, ensuring they meet the required brushing times.