Goal: Develop Consumer Product Brand & Increase Orthodontic Starts by 50%
New product solution increased orthodontic leads and braces commitments from less than 2 new customer starts to 3 new starts per doctor day within first two months of launch. Review campaign strategy below.
ClearArc Clear Orthodontic Aligner Campaign Strategy:
Profiled consumer targets (prospective and internal opportunities), reshaped messaging and offer based on targets
Developed “Perfectly Paired” campaign featuring board certified Orthodontist expertise vs competitor offers through online self-serve or general dentists
Low monthly payment offer through credit partners
Created series of campaigns targeting young adults and active adults in their preferred channels: YouTube, Paid Social, Search and Direct Mail
Modeled data of successes to find more “look-a-like” opportunities
Mined existing patients with new value-driven offers
Built in-office referral opportunities and case-acceptance tools
Built marketing and communication plan with media mix
Ensured automated tracking and KPIs were accurately reported
Adjusted plan and tactics based on KPIs (A/B Testing)
Refreshed and updated: content, media channels, geographical and digital reach, and offers for continuous growth
ClearArc “Real Stories” campaign reached nearly half a million consumers within first couple months of launch:
Targeted young adults and active adults
Testimonials and influencer stories on social media and YouTube
Content is purposefully unpolished to capture real life moments with authentic style
ClearArc Real Stories, Testimonials, Social Influencers
