Overview

Our goal is to provide high quality general dentistry with a moderate to high price using the
most cutting-edge technology possible. Our prices though economical but high for
specialised services such as maxillofacial surgery will be justified by the advanced
technology used and the lifestyle conveniences that the dental practice will offer. The dental
practice will be positioned as a place one can get high quality dental work in an environment
of convenience and technology. Due to the increase in two-income families, many service-
oriented professions are leaning toward differentiating themselves on the basis of
convenience. For instance, we plan to have three shifts, an early morning shift and an
evening shift and a night shift during which the emergency services would be provided. later
on various days of the week. We feel that the main beneficiaries to these services are
professional, high to middle income individuals that do not feel that they can take time out
from work to go to the dentist. We are also considering hiring part-time help to do filing and
various other work during the day and to act as a sitter so that parents can leave their kids
while they are receiving dental care.

Assumptions-

 Marketing Research
While considering opening our own practice we first conducted several online
surveys where he fielded a questionnaire. The questionnaire had a decent percent of
completion and provided excellent insight to customer needs and wants.
 Delhi is chosen as the city for operating the dental clinic.

PERSONAS
Persona- 1
Name- Vaibhav Gupta
Age- 20
8 km from clinic
Pursuing Graduation (BBA)
Lives with his Family, family income is 40-50 LPA.
Very social and active on social media. Reads news online, watches content on the OTT
Platforms and plays games on his Laptop and Smartphone. Spends 2 hours in the gym every
morning and is very health conscious.
Visits dentist only when needed and goes with his mother. Judges the quality of service
based on experience and promotions.
He is searching online for best dentistry and is not price conscious willing to pay more for
high quality product and service.
Digital channel:
As he is of a younger generation and is an active internet consumer so we would use the
following methods-

 We can advertise using digital display billboards which would attract people walking
or driving by.
 Instagram- We can create an Instagram page for our practice to show-off your unique
techniques and advertise to potential patients through social media. If you regularly
update, it is sure to keep your practice top-of-mind for your followers.
 Local Awareness Facebook Ads- Being specific about who we market to is important.
We don’t want to be showing ads for our practice outside of a 50 km radius

 YouTube- The use of video content to explain concepts, demystify technology and
drive intended user activity change. We can contact local influencers who are
popular with the local population. One of the best ways to simplify complex medical
procedures and/or devices is to use explainer videos. These videos, which are usually
short and contain plenty of visual aids, distil the essence of our dental solutions.
 Google Maps Ads- An advertisement on Google maps could literally lead a potential
patient right to your dental practice. When “dentist” is entered into the search bar,
results are shown on the map and on the search results list. On mobile, these ads
also include directions and call CTAs.
 Perform a search engine optimization or SEO is the process of presenting and
promoting our pages in such a way that they become easily indexed by search
engines such as Google and Bing.
 Email Marketing and Marketing Automation- First we will get consent before
emailing patients. Ask them to sign up for your newsletter after scheduling an
appointment. Offer low-cost incentives like special deals. If we are too annoying or
aggressive in email marketing, people may be less inclined to give us that trust. So
we need to avoid cheap buzzwords like “free” or “save” or “incredible deals!” Spam
folders often catch these, and even if they don’t most people are turned off by those
kinds of marketing emails.
Name – Mrs. Nita Naik
Age- 40
Lives 5km from Clinic
Married, both wife and husband are Software Professionals
Has 2 kids age 3 and 8
Average annual Income of 20- 30 lakhs. She and her husband are active on Facebook,
LinkedIn, and Instagram.
She visits dentists every 6–8 months along with his family. Loves watching English movies
and rewards Spiritual Books. The couple loves traveling and is into Zumba for fitness & has
zero tolerance for a bad experience or product. She has a very busy and hectic schedule and
doesn’t want to wait for long.
She is smart and comes in already educated & wants a relationship type of experience from
our Dental services and wants new ideas and information. If we are able to constantly
provide education, ideas, and good experience we would make her very happy.

Digital channel: As our persona has a big family and probably has a hectic work life so we
would be targeting on a family basis and also target the kids on paediatric specialisation and
dental correction services etc such as-

 Remarketing Ads- It helps us to reach people who have visited your website, or
practice, by serving specific ads focused on re-capturing those potential customers.
At your dental practice, if we collect email addresses, you can leverage these
through Customer Match on Google Ads and Facebook by creating an ad that would
entice patients to visit your practice again—maybe a reminder for a cleaning, or
whitening.

 Social media advertising- social media has become a place to shop as well and
creating pages or adverts on these platforms would be highly beneficial

 Google Ads Income Targeting- This can be used to target higher income levels with
ads for teeth whitening or veneers; lower income levels may be more interested in
maintaining basic health.

 optimizing our dental website and online ads to appeal to local prospective patients.
By remember, our prospective client don’t know the specific details of specific dental
procedures or techniques. Most clients like to shop local. They want a friendly
neighborhood dentist that will treat them and their family with care and
compassion. Emphasize this intangible local element in your digital marketing. Brand
yourself as a family friendly, local dental practice and people will learn to trust you.
  Localized Digital Events- Not only does this get your business out in front of parents
with little kids, you could also throw in free toothbrushes and a small postcard with
information on kid’s dental health. A practice that did this with kindergarteners
reported that 70% of parents switched to the practice after receiving this info.

 Click to Call Ads- The main goal for dental marketing or advertising is that patients
and prospects book an appointment—which is usually done by picking up the phone
and calling the office. Click-to-call ads are available through Facebook and Google
Ads

 Google Maps Ads

 Google Ads Income Targeting This can be used to target higher income levels with ads
for teeth whitening or veneers; lower income levels may be more interested in
maintaining basic health.

 Digital display advertising

 Inbound customer service

 PPC Advertising here we will pay for results. There are usually no minimum fees, and
we can spend as much or as little money. If our ad doesn’t catch on, you risk very
little. Free publicity. While you pay for clicks, impressions are free. Our dental clinic
will get some nice free publicity on social media platforms.

Persona 3
Name- Jaswant Singh
Age- 65
12 km from clinic
Retired Air force officer
Lives with his wife 62 yr. old and house help who lives with them, Children and grandkids
live abroad
Pension- 1.2 LPM
Actively reads newspaper, watches English news channels and watches daily soap with wife,
not on social media uses internet on his desktop for banking and other essential work,
Visits dentist only during emergencies and goes alone. Judges the quality of service based
on experience and not fancy promotions.
Walks every morning
Does not have much to do spend majority of his time watching tv and reading newspaper
Has been searching for good dentists nearby on the internet to get a good set of dentures
for the near future for him and his wife.
Is very price conscious but willing to pay more for high quality product and service
Demands and appreciates respect and consideration for his service

Digital channel:
Through the use of videos, we can build trust with older audiences, encourage herd
mentality and bridge the gap between offline and online user journeys . We have chosen
these channels because this person lies in older demographic and as it has been stated he
spends most of this time watching news channels and reading newspaper. So targeting
display advertisement on relevant news channels and video marketing on streaming
platforms seems like a good fit.

 To maximize our clinic’s local appeal, google maps and free online business
directories can be used.
 Adverting by giving special discounts for defense personnel
 Google my business- Our Clinic entries via Google My Business appear both in the
organic search results of the Google search engine as well as on Google Maps. If the
search engine recognizes a local reference in the search query, the algorithms refer
to the stored Google My Business profile and lists corresponding hits prominently
above the usual organic search hits with a map extract.
 Local regional channels on which we can advertise.
 Keep Things Simple- As seniors age, it becomes increasingly common for their
hearing and eyesight to become impaired. While a millennial probably won’t have
 any trouble navigating a flashy website with subtle drop-down menus, it might
frustrate a senior to no end. So having a simple UI on the website or simple
advertising would be beneficial
 Email Marketing and Marketing Automation
 As we are assuming he would be consuming news from online source so we can
advertise on said websites.
 Click to Call Ads- The main goal for dental marketing or advertising is that patients
and prospects book an appointment—which is usually done by picking up the phone
and calling the office. Click-to-call ads are available through Facebook and Google
Ads
 Inbound customer care

STP
Segmentation- Demographic, Geographic

 Targeting-
Adults:  Younger adults, typically 27-39 who are concerned about their appearance.
They have a preference to take care of these cosmetic corrections while they are still
young, maybe before they incur the expenses of children. This group can be further
defined as both male and female with individual incomes over 6 lpa a year. While
some of the target groups are professionals, a large segment of this target segment
are-live-at-home spouses who do not have a full time job. This group is more likely
than not to consider cosmetic surgery as a method for improving their appearance.
The adults are also health conscious, more so from an aesthetic point of view instead
of a sustainability point of view.

 Seniors/ Retirees: This group has more time and money now that the kids are grown
and their expenses have decreased. This group sees the dental work as a safe way to
improve the way they look. The seniors typically live off onin retirement savings. This
group is almost entirely retired and their day is mainly composed of leisure time
activities.

Demography-
All age group above 16,
Gender-
male and female
Marital Status-
married/ Unmarried
Literacy-
Literate
Geography-
Urban- radius 20 km
Unique Selling Point-

 we are open 24/7 open.

 We’re the dentistry that makes crowns on site.
 We accept more insurances than any other dentist.
 We provide specialized Pediatric services that takes care of your child’s every
dentistry needs from birth through adolescence.
 We’re ranked the #1 children’s dentist in Denver by 5280 Magazine.
 Oral & maxilla facial surgery

Positioning-
Marketing mix-
7P’s of marketing mix-

1-Product : dental office provide high level service, we offer every service of dental care
from simple to complicated. The dental service we provide is trustful and you can rely on
the service, increase the value of the service with extra facilities. Depending on the quality
of the product we make different from competitors.
2-Price : Comparing to other competitors the price is higher and try to use different
strategies to have a pricing power. The equipment, the dental office facilities and office
furniture creates our good dental clinic
3-Promotion : The Dental office depends on word of mouth, and the channels mentioned
For the patients they provide them with short films or brochure to show them the
procedure and treatment process.
4 Place-place is the name of dental office.It is located in very to residential areas and it is
easily accessible as it is near the metro station.
5-People : The most important thing in the service nature is the employee, the employee
should be satisfied and happy. We will make sure to motivate and train the employees to
add skills and positive attitude, bonuses, vacations and makes sure to listens to our
employees ideas and suggestions.
6-Process : Staff's work is organized between the employees and try to reduce errors by
educating and examine the assessments then ask a professional to help them. The patient is
a direct receiver of the service, that's why the office make sure that the client is satisfied
with the service and we offer extra services to improve for an example : if there's a change
in the appointment's time we call to inform the patient.
7-Physical evidence : new office concentrated on the decoration and on patient's
satisfaction with modern, spacious and attractive place, the colors used for uniforms and
office indicate feeling of relaxation ensureing the patients comfort by providing flowers,
coffee or tea, magazines for patients seating areas. We also make the client feel safe and
confident by hanging dental degrees on the wall.

ENVIRONMENTAL ANALYSIS
PESTAL
POLITICAL: A stable and friendly business environment with predictable market growth
trends is provided by high political stability. When there is political chaos, however, it deters
investors and harms stakeholders' trust in economic and, as a result, organizational
performance. Changes in government policies have a negative impact on business
performance by increasing environmental uncertainty. Dental Clinic. should carefully
examine protests by pressure groups, social/environmental activists, and labour unions, as
such protests play an important role in policymaking. Close collaboration with such groups
may improve the Dental Clinic's ability to collaborate with the community while also
achieving long-term corporate goals. Corruption can have an impact on a variety of business
operations, including licencing, contracting, fraudulent deals, and frequent lawsuits. High
trade barriers can complicate the business environment by affecting exports and harming
relationships with foreign trade partners. Furthermore, if the government of the country
under consideration is not serious about protecting business organisations' intellectual
property rights, it will discourage entrepreneurs from investing in organisations due to the
high risk of ideas being stolen.

ECONOMIC: A country's economic development has a direct impact on organisational

performance. Growing economies provide the Dental Clinic with numerous opportunities for
expansion. The ability of the Dental Clinic. to pursue long-term growth strategies will be
determined by the GDP growth rate. A high GDP also indicates that consumers are willing to
spend more money on the products on offer. High unemployment indicates the availability
of surplus labour at lower wages. Operating in such a market can help Dental Clinic reduce
its production costs. The organisation should also carefully consider the interest rate and its
impact on borrowing ability and investment attitude. Wage rates and the availability of
skilled labour are determined by labour demand and supply. Dental Clinic must research and
forecast labour market conditions in order to understand how to attract talented employees
and leverage their skills to improve business performance. The Dental Clinic's global
expansion strategies are influenced by the efficiency of the financial markets. The Dental
Clinic's business practises are influenced by the current economic structure.
SOCIAL: Organizational culture is heavily influenced by societal norms, values, and trends.
Understanding demographic trends, power structures, consumer spending habits, and
shared beliefs can assist Dental Clinic in developing effective marketing messages. Changes
in demographic patterns, such as ageing populations, migration trends, and socioeconomic
variables, are critical for international business organisations. Migration has an impact on
business and marketing strategies. It is critical for Dental Clinic. to understand the general
public's attitude toward migration, as this can affect firms' ability to bring international
managers to the host country. The acceptance of hierarchy and income inequality is
reflected in the power distance within any society. When entering markets with high or low
power distance, Dental Clinic must adjust its business management practises. Culture is
regarded as an important variable by international marketing executives. Each society has
its own set of norms and values, which influence consumer behaviour. Dental Clinic. should
form local teams and form local partnerships to better understand societal attitudes and
norms in order to tailor marketing strategies to the unique cultural context. The Dental
Clinic also values the observation of social class stratification.

TECHNOLOGICAL: The rapid advancement and diffusion of technology around the world has
increased the importance of understanding technological factors during the strategic
decision-making process. A thorough examination of the technological environment can
assist Dental Clinic in capturing technological trends in order to gain certain business
advantages, such as increasing profitability, accelerating the innovation process, and
improving operational efficiency. The advancement of information and communication
technologies has resulted in the adoption of novel marketing techniques to improve
customer collaboration. In today's business world, the use of social media is commonplace.
Dental Clinic. can improve business performance by leveraging the opportunities provided
by social media marketing. Technological trends can be used to launch innovative social
media campaigns aimed at building online brand communities.
ENVIRONMENTAL: Growing environmental pollution, combined with technological
advancement, has compelled businesses to implement novel recycling and waste
management practices. Recycling has almost become a business necessity in some
countries. Furthermore, implementing efficient waste management practises in
organisational units located in or near urban areas is critical for Dental Clinic. Many
countries have imposed stringent regulations in order to protect their urban areas through
effective waste management.
Weather and climatic conditions can have an impact on business efficiency. Extreme
weather conditions, for example, can raise the cost of operations and force the Dental Clinic
to make the value chain more flexible.
LEGAL: To avoid getting into serious legal trouble, a careful evaluation of legal aspects is
required. Ignorance in this area can lead to unfavourable outcomes for Dental Clinic, such as
a loss of competitive advantage as a result of intellectual property rights violations and a
tarnished organisational image as a result of violations of
consumer/employee/environmental protection standards. Because of consumers' privacy
and security concerns, data protection has become an important issue. To protect the
customer data, the Dental Clinic should research data protection regulations. Intellectual
property laws are intended to safeguard companies' patents and valuable ideas. Inability to
protect intellectual property rights may result in a loss of competitive advantage, weakening
Dental Clinic's position in the market.