Videa's Personalized Outreach Across 850 DSOs Drives a Surge in Meetings Booked
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From Low Engagement to Hyper-Personalized Campaigns at Scale
VideaHealth, a hyper-growth dental AI company with over 35 FDA clearances and 90,000 clinicians on its platform, was struggling to generate results from its email marketing efforts. Click-through rates were low, demo bookings were nonexistent, and the marketing team lacked the tools to deliver the kind of personalized outreach needed to break through in a competitive market. When the company expanded its target account list from 100 to the top 850 dental support organizations (DSOs) in the United States, the need for a scalable personalization solution became urgent. Lotta Lundaas, VP Marketing at Videa, had previously used Tofu at another company and knew it could deliver the results they needed: "I knew I needed a tool to help us scale personalized campaigns from 100 to 850 DSOs. Since Tofu had been so effective for me before, it was just such a given to use Tofu again."
The dental industry presented a distinct opportunity for differentiation through personalization. As a peer-driven market that has been slower to adopt advanced marketing technology compared to sectors like FinTech, most competitors were relying on manual, unscalable methods for outreach. Lundaas saw this gap as a competitive advantage, noting that "it was very likely that our competitors weren't using something as good as Tofu." By implementing Tofu across both marketing and SDR workflows, Videa could deliver tailored, relevant messaging at a scale that simply was not possible before.
Building an Always-On Campaign Engine Across Marketing and Sales
With Tofu, Videa built a comprehensive campaign infrastructure of 9+ autopilot campaigns running simultaneously across marketing and sales. On the marketing side, the team deployed a full-funnel nurture campaign segmenting leads into top-of-funnel, mid-funnel, and bottom-of-funnel emails, with prospects moving through segments based on HubSpot engagement scoring. They also created targeted re-engagement campaigns for closed-lost opportunities customized by specific lost reason and competitor, highly targeted outreach based on practice management system (PMS) integrations, incentive campaigns for MQLs not converting to demos, and event follow-up sequences designed to maximize ROI from one of the company's largest budget line items.
On the SDR side, the team automated outreach for specific practice sizes, enrolling new prospects into personalized campaigns automatically without any manual intervention. Because the dental industry is so heavily peer-driven, Tofu's ability to pull in the right case studies, impact data, and customer quotes based on prospect attributes like DSO size, number of locations, and specialty type proved to be a critical differentiator. Videa also relied on Tofu's version control capabilities to keep rapidly changing company statistics current across all active campaigns, updating figures like FDA clearance counts and clinician numbers from 50,000 to 90,000 without having to manually edit each workflow individually.
We booked 4 meetings the first day we turned a personalized SDR campaign on. We had to change the SDR commission structure because it was ridiculous how many meetings they were booking!
Driving Immediate Pipeline Impact and Operational Transformation
The results were immediate and substantial. Within hours of launching the incentive campaign to book demos, the team saw bookings come through. On the sales side, one SDR booked four meetings on the very first day of using the tool! The 80% increase in positive email reply rates validated that the personalized, hyper-relevant approach was resonating with dental prospects in a way that previous generic outreach had not, with click-through rates and positive responses improving across the board.
The operational impact on the sales organization was equally telling. The volume of meetings being booked through automated, personalized outreach grew so significantly that Videa had to restructure SDR commission plans to account for the increased output. Account executives reported that they could not take on additional demo meetings because their calendars were completely full. For a company that had previously seen minimal engagement from email marketing, the transformation was remarkable. With Tofu powering their always-on campaign engine across hundreds of target accounts, Videa turned a scaling challenge into a pipeline generation advantage that manual processes could never have achieved.
