Carina: Dental Imaging Reimagined

Henry Schein, Inc. (HS) is an $11B global leader in the distribution of dental products and services to the dental profession. HS was launching a Digital Intraoral Sensor product to compete with leading brands in the market. This sensor is a small device that is used to capture X-ray images. Instead of a heavy vest to protect against radiation and being situated next to a large, intimidating canon-like machine, patients can remain in their exam chair while the sensor is inserted. The sensors are designed with rounded edges to be as non-irritating as possible and the sensor only has to be in place for a matter of seconds. This small, comfort and care-centered sensor needed a name that reflected its size and benefits and it also needed to fit the Henry Schein positioning of: “We take care of the practice so you can take care of the patient.”

The NameStorming team got to work ideating hundreds of names to send through their three-part screening process assessing for trademark risk & viability, domain availability, and linguistic/cultural acceptance. The names that passed through this process were then presented to the Henry Schein team with taglines and rationale for each name and its associated level of trademark risk.

The first name that the NameStormers team presented was the winning name- “Carina”. Carina is more of an abstract style of name that’s brandlike and ownable with “care” as the root word and the ending -ina, suggesting something smaller and easy to use. The name Carina stands apart from competing sensors that have more generic and technical mash-up styles such as QuickRay & ScanX. Carina is also the name of a constellation relating to something bright and smart, like the star of all sensors, which prompted the logo & associated star icon. Lastly, Carina is easy to say for both dentists and hygienists, sounding personified like an Alexa or Siri. Carina launched in 2023 and the Henry Schein team is excited to enhance the customer experience and continue to bring a human touch to the digital world through Carina.