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MALO Clinic

Emerson College
Emerson College

This document provides a marketing plan summary for MALO Clinic USA. It identifies the problem as the brand having no real presence in the United States. The target markets are identified as dentists and patients aged 35-54. The marketing plan aims to increase brand awareness and the number of "All-On-4" dental implant procedures. The creative assets include magazine ads, brochures, videos and social media content. Paid digital, print and social media are the main communication channels. The total initial marketing budget is $4.63 million. Financial forecasts project revenues of $13-42 million over three years as procedures and consultations increase.

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MALO Clinic
CLAYCOMMUNICATIONS Crafting the Tomorrow
hris Burton indsey Comeau lex Mosner ona Weisleder Froimzon Account Manager Research Director Media Planner Creative Director Brand Planning Director Marketing Communications Planner Art Director Project Manager & & & &
37 million edentulous people in the United States
e揃den揃tu揃lous(-dn聞ch-ls) adj. Having no teeth; toothless. [From Latin dentulus : -, ex-, ex- + dns, dent-, tooth; see dent- in Indo-European roots.] The American Heritage速 Dictionary of the English Language, Fourth Edition copyright 息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
MALO Clinic
Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts Eat well. Speak well. Live well.
framework: triangular relationship DentistsPatients MALO Clinic
Target Markets
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 Patients MALO 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. Its your smile. Dont hide who you are.
Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts Dentists MALO 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 Plan 3
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% N尊 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. MagazineAd
People Magazine The NewYorkerOCT-JAN-APR
Brochure AUG-FEB 2,500 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. BusShelters
MAR-APR-MAY 160 Bus Shelters Tri-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-DEC MAR-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 notice about someone is their smile. InteractiveBannerAds
Videos NotesPhotos Facebook
Twitter
InteriorDesign
Good Morning America. O Magazine. Mens Health. SEP-OCT-JAN-MAY Television + Blogs + Magazines Public Relations
Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts Create a client for life.
MagazineAd 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 lifes 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
BoothMoodboard
He sees a beautiful smile... you see your lifes 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. Interactive Banner Ads SEP-NOV-OCT MAR-APR-JUL Retargeting
Twitter
Media 5
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 & Forecasts 6
Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts 2%7% 57% 2% 12% 11% 2% 6% Advertising Agency Public Relations Agency Interior Design Remodelation Events & Experiential Marketing B2B Media B2C Media B2B & B2C Shared Media Miscellaneous Marketing Budget Total $4.630.080
Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts 12% 20% 68% Digital Print Social 24% 18% 2% 47% 9% Digital Print Social Out-Of-Home Broadcast B2C Media Budget B2B Media Budget
Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts 0 12500000 25000000 37500000 50000000 Year 1 Year 2 Year 3 Revenue Gross Margin Marketing Budget Operating 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
CLAYCOMMUNICATIONS Thank You.
CLAYCOMMUNICATIONS Questions? Comments?
MALO Clinic

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MALO Clinic

  • 3. hris Burton indsey Comeau lex Mosner ona Weisleder Froimzon Account Manager Research Director Media Planner Creative Director Brand Planning Director Marketing Communications Planner Art Director Project Manager & & & &
  • 5. e揃den揃tu揃lous(-dn聞ch-ls) adj. Having no teeth; toothless. [From Latin dentulus : -, ex-, ex- + dns, dent-, tooth; see dent- in Indo-European roots.] The American Heritage速 Dictionary of the English Language, Fourth Edition copyright 息2000 by Houghton Mifflin Company. Updated in 2009. Published by Houghton Mifflin Company. All rights reserved.
  • 6. challenge: increase the number of All-On-4 procedures per week as well as awareness for the brand.
  • 8. problem: no real presence of the brand in the United States
  • 9. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts Strong international brand Message inconsistency & confusion about the service offer Lack of understanding target audience
  • 10. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts brand identity brand imagebrand meaning NO
  • 12. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts Eat well. Speak well. Live well.
  • 15. 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.
  • 16. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts Patients MALO 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. Its your smile. Dont hide who you are.
  • 17. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts Dentists MALO 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.
  • 19. 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%
  • 20. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts Brand Awareness 20% 50% N尊 Referrals 100% 250% Participation Dentists
  • 21. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts Product Price Place Promotion
  • 22. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts DentistsPatients Enforce.Inform. Differentiate. Reinforce. Build. Persuade. Engage.
  • 23. strategy B2C: Make MALO Clinic the premier dental rehabilitation center in the United States that delivers a life- changing solution to every specific situation
  • 24. 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.
  • 26. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts Take back your smile. Take back your life.
  • 27. 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. MagazineAd
  • 28. People Magazine The NewYorkerOCT-JAN-APR
  • 30. 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. BusShelters
  • 32. Paulo Malo. Dentists. Dentures. All-On-4. Dental implants.Teeth. Bridges. Website & Paid Search Separate content for each of the segments.
  • 33. SEP-OCT-DEC MAR-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 notice about someone is their smile. InteractiveBannerAds
  • 37. Good Morning America. O Magazine. Mens Health. SEP-OCT-JAN-MAY Television + Blogs + Magazines Public Relations
  • 38. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts Create a client for life.
  • 39. MagazineAd 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 lifes work. He sees a beautiful smile... Learn the MALO Clinic way. Refer your patient for dental implants. Keep your patient for all follow-ups.
  • 42. He sees a beautiful smile... you see your lifes 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. Interactive Banner Ads SEP-NOV-OCT MAR-APR-JUL Retargeting
  • 45. 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.
  • 46. 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
  • 47. 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
  • 49. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts 2%7% 57% 2% 12% 11% 2% 6% Advertising Agency Public Relations Agency Interior Design Remodelation Events & Experiential Marketing B2B Media B2C Media B2B & B2C Shared Media Miscellaneous Marketing Budget Total $4.630.080
  • 50. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts 12% 20% 68% Digital Print Social 24% 18% 2% 47% 9% Digital Print Social Out-Of-Home Broadcast B2C Media Budget B2B Media Budget
  • 51. Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts 0 12500000 25000000 37500000 50000000 Year 1 Year 2 Year 3 Revenue Gross Margin Marketing Budget Operating Income Financial Forecasts
  • 52. $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
  • 53. evaluation: Advertising + Social Media + Public Relations