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Marketing Plan for MALO Clinic in Rutherford, New Jersey
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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
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
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
Magazine Ads
Brochures
Social
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
Magazine Ads
Social
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?