AF® Strategy & ResearchCase 02 / Strategy

Interview case studyMed-tech launch2026

CleanOS.

Pre-launch strategy

Building awareness, trust and conversion around a new oral-health system.

CleanOS proposed Instagram content system

OverviewIntegrated case study

A multichannel launch strategy connecting a disruptive product proposition with platform roles, audience-specific messaging, social content and an AI-enabled production workflow.

Context: Interview case study
Pre-launch phase
Role: Strategy, copywriting
Content concepts
Scope: 7 channel roles
3 social platforms
AI & automation

01 / Channel system

One launch.
Seven roles.

Each channel has a distinct job within the same awareness-to-conversion system.

Email marketing

Retention + conversion

Build an owned, personalised relationship through product updates, welcome flows, testimonials, early access and referrals.

Trust + lead generation

Earn credibility with dentists, partners and investors through insight, scientific teasers, founder perspectives and milestones.

TikTok

Virality + efficient reach

Create organic awareness with trends, demonstrations, education and collaborations with creators or dental hygienists.

Community

Feedback + word of mouth

Bring early adopters closer through behind-the-scenes access, surveys, founder AMAs and a referral loop.

PR & earned media

Awareness + trust

Secure credible discovery and search visibility through founder interviews, features and expert guest contributions.

Dental practices

Offline conversion

Turn clinics into commercial partners and amplifiers with print materials, QR touchpoints, social kits and patient communication.

Instagram

Presence + retargeting

Build a visual storefront using educational carousels, quotes, product demos, countdowns and lifestyle mockups.

02 / Message & voice

A new process
needs a new story.

Clinical innovation, translated into an everyday promise.

“We’re not only upgrading the toothbrush. We’re replacing the process.”

Designed with dentists

90% plaque removal, clinically validated

Fully personalised

Smart, guided experience

Tone of voice

Scientific, but readable.

Empathetic, not paternalistic.

Challenging, but credible.

Incisive, but respectful.

Clinical PRSocial consumerLinkedInEmail & communityDentists & clinics

03 / Content executions

Strategy becomes
platform behaviour.

Native concepts developed for Instagram, LinkedIn and TikTok.

Instagram / Proposed feed CleanOS Instagram grid proposal

You can brush for two minutes, twice a day and perfectly — but plaque is not impressed. CleanOS automates precision, so the user is no longer guessing.

CleanOS post about oral and whole-body health

Your mouth is the frontline between the outside world and your body. Caring for oral health means protecting the whole system.

LinkedIn / Brand narrative

Oral care evolved.
The process did not.

From manual to electric to smart, toothbrushes became more advanced but remained generic. CleanOS reframes oral care as personalised, data-driven and automated — building authority while directing interest toward the waiting list and early access.

TikTok / Trend 01

“You look happier.”

A recognisable trend becomes a quick before-and-after story about removing friction from oral care.

TikTok / Trend 02

The cheap-brush POV.

A familiar format contrasts traditional habits with a guided, personalised experience.

04 / AI workflow

Faster production.
Clearer control.

A modular stack supports creation, optimisation, measurement and publishing.

Content creation

ChatGPT / Claude

Jasper

Notion AI

Visual & video

Midjourney / Leonardo

Canva AI

Runway / Pika

Editing

OpusClip

Descript

Pictory

Analytics

Sprout Social

Buffer

Gamma

Automation

Zapier

Later

Workflow triggers

Original submission

Every detail,
in its original
format.

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CleanOS / Launch strategy

A new product
needs a new story.

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