MALO Clinic

CLAYCOMMUNICATIONSCrafting the Tomorrow

hris  Burton

indsey  Comeau

lex  Mosner

ona  Weisleder  Froimzon

Account ManagerResearch Director

Media PlannerCreative Director

Brand Planning DirectorMarketing Communications Planner

Art DirectorProject Manager

&

&

&

&

37 millionedentulous people

in the United States

e·den·tu·lous  (ē-dĕnʹ′chə-ləs)adj.Having no teeth; toothless.[From Latin ēdentulus : ē-, ex-, ex- + dēns, dent-, tooth;see dent- in Indo-European roots.]

The American Heritage® Dictionary of the English Language, Fourth Edition copyright ©2000 by Houghton Mifflin Company. Updated in 2009. Published by Houghton Mifflin Company. All rights reserved.

challenge: increase the number of “All-On-4” procedures per week as well as awareness for the brand.

1Problem

problem: no real presence of the brand in the United States

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

Strong international

brand

Message inconsistency & confusion

about the service offer

Lack of understanding target audience

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

brand identity brand imagebrand meaning

NO

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

Eat well.Speak well.

Live well.

framework: triangular relationship

DentistsPatients

MALO Clinic

Target Markets2

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

DentistsPatients

35-54 years.1/3 of edentulous Americans.

685,000 in the Tri-State Area.

Medical Consumer.

Active role.Bundled services.

195,000 dentists nationwide.

Prescribers &Influencers.

Pessimistic about the economy.

Completes the triangle.

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

PatientsMALO Clinic is the global leader in advanced oral

rehabilitation. They craft smiles, but what they do for people goes deeper than teeth. MALO Clinic changes lives. They provide relief not only from pain, but from the impediments that poor oral health has had on peoples’ lives. It’s your smile. Don’t hide who you are.

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

DentistsMALO Clinic provides advanced oral rehabilitation to

my patients. I know that MALO Clinic is going to give my patient the individualized care that they deserve. My

clients put trust in me for recommending MALO Clinic and I am able to keep my patients for regularly scheduled

care and cleanings. When my clients are satisfied, they spread the word and I am able to gain recognition as a

leader in the dental field.

Marketing Plan3

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

Brand Awareness

Patients

10% 50%

Consultations 75% 100%

Surgeries 10/week 15/week

Conversion rate 60% 80%

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

Brand Awareness 20% 50%

Nº Referrals 100% 250%

Participation

Dentists

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

Product Price

Place Promotion

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

DentistsPatients

Enforce.Inform.Differentiate.

Reinforce.

Build.Persuade.

Engage.

strategy B2C: Make MALO Clinic the premier dental rehabilitation center in the United States that delivers a life-changing solution to every specific situation

strategy B2B: Make MALO Clinic a state-of-the-art tool that would enable them to provide timely solutions to their patients and retain them for life.

4Creative

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

Take back your smile.Take back your life.

Take back your smile. Take back your life.

Fear Not.

877-625-6872 (877-MALOUSA)

www.maloclinicusa.com

201 New Jersey 17 Floor 11 Rutherford, NJ 07070

Find out how we can improve your smile

0ver 40 million Americans are self-conscious about their teeth.

Mag

azin

e A

d

People Magazine The New YorkerOCT-JAN-APR

Brochure

AUG-FEB2,500 Dental Practices

Take back your smile. Take back your life.

Enjoy.

877-625-6872 (877-MALOUSA)

www.maloclinicusa.com

201 New Jersey 17 Floor 11 Rutherford, NJ 07070

Find out how we can improve your smile

Dentures provide only 10% of chewing power.

Bus

Shel

ters

MAR-APR-MAY

160 Bus SheltersTri-State Area

Subway Ads

Paulo Malo. Dentists. Dentures. All-On-4. Dental implants. Teeth. Bridges.

Website & Paid Search

Separate content for each of the segments.

SEP-OCT-DECMAR-APR-MAY

JUN-JUL

Retargeting

Go Ahead.

Take back your smile.Take back your life.

877-625-6872 (877-MALOUSA)

www.maloclinicusa.com

201 New Jersey 17 Floor 11 Rutherford, NJ 07070

Find out how we can improve your smile

94% say the very first thing they noticeabout someone is their smile.

Inte

ract

ive

Bann

er A

ds

Videos NotesPhotos

Facebook

Twitter

Inte

rior

Des

ign

Good Morning America. O Magazine. Men’s Health.

SEP-OCT-JAN-MAY

Television + Blogs + Magazines

Public Relations

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

Create a client for life.

Mag

azin

e A

d

877-625-6872 (877-MALOUSA) www.maloclinicusa.com @maloclinicusa MALO Clinic USA

201 New Jersey 17 Floor 11 Rutherford, NJ 07070

Create a client for life.

you see your life’s work.He sees a beautiful smile...

Learn the MALO Clinic way.Refer your patient for dental implants.

Keep your patient for all follow-ups.

JADA Dental TribuneOCT-NOV-DEC-MAR-APR-MAY

Boot

h M

ood

boa

rd

He sees a beautiful smile...

you see your life’s work.

Create a client for life.

877-625-6872 (877-MALOUSA) www.maloclinicusa.com @maloclinicusa MALO Clinic USA

201 New Jersey 17 Floor 11 Rutherford, NJ 07070

Learn the MALO Clinic way.

Refer your patient for dental implants.

Keep your patient for all follow-ups.

InteractiveBanner Ads

SEP-NOV-OCTMAR-APR-JUL

Retargeting

Twitter

Media5

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

DentistsPatients

65% of ADA members.

Three times.15% of ADA members.Five or more times.

10% of edentulous people.

Tri-State Area.

Five or more times.

Three times.35% of edentulous people.

Tri-State Area.

Communication Tools AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL

Digital

Website

Banner Ads

Paid Search

Print

Magazine Ads

Brochures

Social

Facebook

Twitter

YouTube

Blog

Out-Of-Home

Subway

Bus Shelters

Broadcast

Television Commercials

Point-Of-Purchase

Interior Remodelation

Public Relations

News

Communication Tools AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL

Digital

Website

Banner Ads

Paid Search

Print

Magazine Ads

Social

Twitter

YouTube

Blog

Experiential Marketing

Convention Stands

Seminars

Budgets & Forecasts6

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

2%7%

57%

2%

12%

11%

2%6%

Advertising AgencyPublic Relations AgencyInterior Design RemodelationEvents & Experiential MarketingB2B MediaB2C MediaB2B & B2C Shared MediaMiscellaneous

MarketingBudget

Total $4.630.080

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

12%

20%

68%

Digital PrintSocial

24%

18%

2%

47%

9%

Digital PrintSocial Out-Of-HomeBroadcast

B2C Media Budget

B2B MediaBudget

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts

0

12500000

25000000

37500000

50000000

Year 1 Year 2 Year 3

RevenueGross MarginMarketing BudgetOperating Income

Financial Forecasts

$13,228,800 - $27,672,000 - $42,028,800

Procedure Price Units per Month Monthly Total

Year 1 $1,102,400

All-On-4 Procedure $45,000 20 $900,000

Other Implants $25,000 8 $200,000

Consultations $150 16 $2,400

Year 2 $2,306,000

All-On-4 Procedure $45,000 40 $1,800,000

Other Implants $25,000 20 $500,000

Consultations $150 40 $6,000

Year 3 $42,028,800

All-On-4 Procedure $45,000 60 $2,700,000

Other Implants $25,000 32 $800,000

Consultations $150 16 $2,400

evaluation: Advertising + Social Media + Public Relations

CLAYCOMMUNICATIONSThank You.

CLAYCOMMUNICATIONSQuestions? Comments?