Invisalign Case Study Williams
Char Williams
Get in line for Invisalign
MKTU 603
Marketing Management
Week 6 Case Study: Invisalign
Sunday, December 8, 2013
Abstract
Invisalign was founded in 1997 by two graduate students with no dental or orthodontic experience. What they did have was an idea about how to make “braces” aesthetically pleasing and nearly invisible. They were able to secure initial funding, set their sights on their target market and worked to build relationships and train approximately 75% of all US orthodontists (Coughlan and Hennessy, 2004, p.7). However, something wasn’t clicking; consumers didn’t believe the hype. Their advertising campaign was moving full steam ahead and inquiries were steadily growing, but being able to convert those inquiries into actual customers, was falling short. Invisalign needed to find a way to make sure that consumers not only knew about their product but trusted it enough to know that it would work for them.
Get in line for Invisalign
Introduction
We all love to see an amazing smile. A smile can brighten our day, make us smile right back and turn our frown upside down. However, for many people, a gorgeous smile costs! And it can cost a LOT! Yet, as an adult, I certainly don’t want to flashback to the days of being called metal mouth or have to have my boss or co-worker point out that I have food stuck in my braces in an after lunch meeting. Well, there is an alternative—Invisalign. In the simplest of terms, Invisalign is a system used to treat malocclusion, or the misalignment of teeth. The system corrected adult and teen malocclusion using a series of clear, removable ‘aligners’ that gently moved teeth to the desired final position. The aligners were molded in a sophisticated process that utilized three-dimensional computer imaging graphics to forecast teeth movement in sequential stages. Coughlan and Hennessy, 2004, p.1
With this invention, a new era for straighter teeth was born. There was finally another option
Get in line for Invisalign
MKTU 603
Marketing Management
Week 6 Case Study: Invisalign
Sunday, December 8, 2013
Abstract
Invisalign was founded in 1997 by two graduate students with no dental or orthodontic experience. What they did have was an idea about how to make “braces” aesthetically pleasing and nearly invisible. They were able to secure initial funding, set their sights on their target market and worked to build relationships and train approximately 75% of all US orthodontists (Coughlan and Hennessy, 2004, p.7). However, something wasn’t clicking; consumers didn’t believe the hype. Their advertising campaign was moving full steam ahead and inquiries were steadily growing, but being able to convert those inquiries into actual customers, was falling short. Invisalign needed to find a way to make sure that consumers not only knew about their product but trusted it enough to know that it would work for them.
Get in line for Invisalign
Introduction
We all love to see an amazing smile. A smile can brighten our day, make us smile right back and turn our frown upside down. However, for many people, a gorgeous smile costs! And it can cost a LOT! Yet, as an adult, I certainly don’t want to flashback to the days of being called metal mouth or have to have my boss or co-worker point out that I have food stuck in my braces in an after lunch meeting. Well, there is an alternative—Invisalign. In the simplest of terms, Invisalign is a system used to treat malocclusion, or the misalignment of teeth. The system corrected adult and teen malocclusion using a series of clear, removable ‘aligners’ that gently moved teeth to the desired final position. The aligners were molded in a sophisticated process that utilized three-dimensional computer imaging graphics to forecast teeth movement in sequential stages. Coughlan and Hennessy, 2004, p.1
With this invention, a new era for straighter teeth was born. There was finally another option
References: Align Technology. (n.d.). Aligntech.com. Retrieved December, 6, 2013 from http://www.aligntech.com/Pages/Home.aspx Brand Awareness Does Not Equal Business Growth. (2013). CallCap.com. Retrieved December, 6, 2013 from http://www.callcap.com/news/brand_awareness_does_not_equal_business_growth/ Edward, J. (2011). 9 Million Advertisers Use Facebook But Only 3.2 Million Have 'Pages '. BusinessInsider.com Invisalign Teen. (n.d.). Retrieved December, 8, 2013 from http://www.invisalign.com/braces-for-adults-and-teens/teens Invisalign. (n.d.). In Facebook. Retrieved December, 8, 2013 from https://www.facebook.com/invisalign Johnson, B. (2012). Invisalign trailblazes a path direct to the consumer: A conversation with Align Technology CEO Tom Prescott