While competing to become the dental benefits provider for GE Appliances, Delta Dental of Kentucky (DDKY) set themselves apart by incorporating a suite of Delta Dental-branded products into their proposal. As part of their offering, DDKY provided an annual supply of free athletic mouthguards for all employees, a 50% discount on additional mouthguards, and 5,000 sustainable oral health kits for employees. Moreover, 5,000 additional oral health kits were donated to a nonprofit of GE’s choosing, in the company’s name.

Despite facing fierce competition from Anthem, whose administrative services only (ASO) fee was 25% lower, DDKY’s creative product strategy proved pivotal. Willis Towers Watson, the benefits consultant involved in the RFP process, noted that claims costs and network access were equivalent between the finalists. Ultimately, GE Appliances selected DDKY, and more than 15,000 employees will be enrolled in DDKY’s dental benefits plan starting in January 2025.

Delta Dental of Wyoming became the Official Mouth Guard provider for the University of Wyoming through a strategic partnership with the university’s athletic department. As part of this collaboration, Delta Dental supplied 1,200 custom-colored mouth guards and cases, along with co-branded product bags for distribution to athletes. The University of Wyoming will also capture footage of football players receiving and unboxing the mouth guards, which Delta Dental can leverage for future marketing efforts.

Additionally, the agreement allows Delta Dental to engage fans at university games by offering mouth guard giveaways in custom co-branded packaging. This initiative not only helps protect student-athletes but also enhances Delta Dental’s visibility and strengthens community involvement.