Sample Marketing Plan for a New Product or Service
Autor: Joshua • November 21, 2018 • 2,041 Words (9 Pages) • 644 Views
...
[pic 7]
Establishing a value proposition
Pearl Dental’s customer-specific approach focusing majorly on patient needs and satisfaction levels will differentiate us from and make us credible among the existing competition. We expect that customers will choose us, and other practices will refer patients to us for this reason. Also, we plan to compete on quality and authority rather than on price.
SWOT analysis
STRENGTHS
- Loyal customer base
- Word of mouth publicity over a decade
- Already existing strong partnerships
- Comprehensive treatment plans that are included within orthodontic plan for over 2 years
- Our payment plans that are less troublesome for patients
WEAKNESSES
- Less willingness of Dr. White to upgrade to new treatment methodologies
- Existing competition from Columbia dentistry by design since they already use Invisalign
OPPORTUNITIES
- Existing patient need for a better treatment experience
- Being a preferred provider for Invisalign
- Scope to expand patient base
THREATS
- Risk of emerging new orthodontic clinics
- Existing clinics can start a similar service delivery
- Reduced partner compliance
Product/service Positioning
The chart below can be used to understand patient perception, education and advertising.
Invisalign
Conventional braces
Virtually invisible
+
Costs are almost same as the conventional braces
+
+
Covered by most insurances like any orthodontic treatment
+
+
Reduced dental chair time
+
50% faster treatment times
+
Can be used in a wide variety of mal-alignments
+
+
Removable aligners so one can enjoy all the foods and activities, and brush and floss easily
+
No injuries due to broken wires or brackets
+
No pain from sharp brackets and wires
+
Easier to see results at every stage of treatment
+
Office visits only every four to six weeks
+
+
Reduced oral discomfort
+
Increased patient comfort and ease
+
Better speech and esthetics
+
Invisalign Teen Guarantee: If unsatisfied with treatment within the first six months, switch to braces at no additional cost
+
Competitive analysis
Major Competitors
- Columbia Dentistry by Design – Invisalign
- Advance orthodontics
- Central Missouri Orthodontics
- Robinson & Ries Orthodontics
- Twaddle orthodontics
- Plaza Dental group
- Sterling Dental Care
Competitive Advantage
Pearl Dental has been in orthodontic business for over a decade and experienced the highest reach through word of mouth from the happy and satisfied customers. We believe this loyal customer base would be our primary competitive advantage. Our other tangible advantages are being in the commercial area of the city, flexible timings of appointments. Our intangible advantages are our relationships with our loyal customer base, personalized and dedicated comprehensive care delivery that has improved the trust in our patient base. We believe these intangibles are the factors that added value to Pearl Dental.
Sales or utilization goals/objectives
Current average orthodontic cases per year at Pearl Dental – 250
Expected transition to Invisalign within next 6 months – 40%
Overall goal of replacing conventional metal braces with Invisalign within 2 years – 85%
Promotional strategy/analysis
- Implementing a strategic marketing process, that gives importance to stakeholders, target market and the external and internal environments
- Using push strategies such as, partner negotiations for orthodontic referrals.
- Invisalign itself is a broad umbrella, therefore, website space on their website along with being their preferred provider would aid in better patient outreach.
- Social media presence and an online ask a question portal on Pearl Dental website
- Facebook ads
-
...