Smile Savers - Dental Patient Marketing
CASE STUDY: SMILE SAVERS
In 2011, I joined Smile Structure Dentistry and Braces. The atmosphere was heavy with medicaid
cuts and the number of uninsured San Antonio area residents was steadly increasing.
PROBLEM
Medicaid continued to cut dental coverage for many families across San Antonio.
Increasing government regulations began limiting the ways you can advertise/promote your dental clinics to medicaid patients.
RESEARCH
During my research I found a decrease in coverage and an increase in individuals directly buying coverage for their family.
Opportunity analysis showed a high percentage of the demographic profile that fits this situation is in close proximity to our two clinics.
GOAL
Provide high quality dentistry to indidivudals who are in the market to purchase dental insurance but cannot afford it.
That's when the Smile Savers program became a reaility.
BRANDING AND PRODUCT DEVELOPMENT
NEW PRODUCT
We created a product that was affordable and beneficial to those without dental insurance.
Easy to understand
Affordable
Local
VALUE BASED PRICING STRATEGY
After conducting interviews with potential customers product pricing was established. Continued interviewing and surveys during product introduction stage.
COMMUNICATIONS - PRODUCT RELEASE
RESULTS
Strengthened annual customer growth by 204% during highly regulated and challenging government regulatory environment.
DIGITAL MARKETING
Because of the regulations limiting the marketing to individuals the strategy changed and we promoted the product via digital.
