Personify Group, Inc. and Michael R. Crane & Associates, Ltd. (MRCA) have announced a strategic alliance aimed at expanding commercialization and business advisory services for dental manufacturers, technology companies, investors, and innovators.
The collaboration brings together expertise spanning multiple aspects of commercialization, including brand strategy, market positioning, public relations, demand generation, market assessment, go-to-market planning, distribution strategy, executive leadership, channel development, and international expansion. The two organizations will continue to operate independently.
“The dental marketplace has become increasingly complex,” said David Solomon, Senior Consultant at MRCA. “Companies must navigate changing distribution models, DSOs, private equity, global competition, digital transformation, and increasingly sophisticated buyers. By connecting strategic advisory services with marketing and commercial execution, we can provide greater continuity and accountability from strategy through implementation.”
“Business scalability is rarely the result of a single initiative,” said Mark Ross, Personify Group Co-Founder and Chief Branding Officer. “It is the outcome of a deliberately connected commercialization strategy, where brand becomes an operating system for scalable growth.”
According to the organizations, the alliance will provide services in areas including commercialization planning, manufacturer, distributor, and dental service organization (DSO) channel development, U.S. and international market expansion, executive recruitment, strategic partnerships, licensing, and mergers and acquisitions.
As part of the alliance, the firms also introduced a Service Performance Guarantee™ (SPG), an engagement model under which a portion of professional fees may be tied to predefined commercial objectives, performance metrics, and execution responsibilities for qualifying projects.
“We believe accountability should extend beyond simply billing for professional time,” said Michael Nordahl, Global Dental Advisor for MRCA. “For qualifying engagements, SPG is intended to demonstrate our confidence in our people and processes, and our commitment to helping our clients achieve their business goals.”
“Our objective is not to become the largest consultancy serving dentistry,” said Michael Ventriello, Personify Group Co-Founder and Chief Communications Officer. “It is to become the industry’s most trusted commercialization partner for companies serious about shaping the future of dentistry and building lasting market value.”
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Personify Group, Inc., Michael R. Crane & Associates, Ltd. strategic alliance
