Star Dental a case study

Brief
 Star Dental Clinic is stepping into Indian market under the brand name
CLOVE
 Company would be launching a chain of clinics across India beginning from
Delhi
 The official launch will be done by opening of Rajouri Garden clinic on
October 29, 2012
 The Indian venture would be led by Mr. Amrinder Pal Singh, CEO, Star Dental
Centre India. Dr Hari Prakash would lead the dentists team
 Currently they have 5 centers in Delhi & 1 mobile Clinic under construction
 Brief
 Target to open 300 clinics by Dec 2015 out of which 15 clinics will be in Delhi
NCR
 Painless Dentistry , Latest technology and Hygiene would be the USP of the
clinics
 Clinics will be supported by independent dental labs
 Some activities that Clove will undertake:
o Free check-ups & treatment to economically deprived /village people.
o Workshops on oral health with schools
o Free check camps with RWAs, Schools
o Free Friday check-ups for all
 Target Audience
 General Public
 NRI and Dental tourist
 Dentists and Dental Institutions
 Health Ministry
 Media
 Communication Objective
 Launch and build credibility of brand ‘Clove’ in the target audience
 Create substantial visibility in the media
 Reach out to target audience on regular basis
 Establish Clove as one stop shop for Oral Health
October 29, 2012

LAUNCH
 Clove Launch in India
Clove, Rajouri Garden clinic to be inaugurated on October 29, 2012
Invite a celebrity for the inauguration of the clinic and build an interesting
photo-opportunity for the media
Clinic inauguration to be followed by selective one-on-one media
interactions in the following weeks
 Clove Launch in India
 Photo-opportunity:
o Option 1 - Celebrity to inaugurate the
clinic by ribbon cutting using a life size
scissor. Mr. Amrinder Pal Singh, CEO,
Star Dental Centre India and Dr Hari
Prakash, lead dentist, Clove, to
accompany the celebrity
 Clove Launch in India
 Photo-opportunity:
o Option 2 – Celebrity to pose sitting on
the dentist chair (wearing CLOVE
branded apron) and Dr Hari Prakash
and Mr. Amrinder Pal Singh pretending
to treat her
 Clove Launch in India
 Celebrity Option – The celebrity
should be someone who
champions oral hygiene and can
promote oral hygiene on a
regular basis.
 Suggested celebrity :Meiyang
Chang (studied Dentistry )
 Cost: Rs 2 lakh approx.
 Clove Launch in India
 Spokesperson to address the event

 Key talk Points

o Oral hygiene yet to receive due importance in India.
o Ignorance leads to multiplication of problems.
o Oral care and hygiene prevents a large number of diseases.
o Clove to emphasize requirement of high quality oral care and hygiene.
o Clove will bring the best possible oral care for all and revolutionize the concept
of dentistry in India.
 Clove Launch in India
 Photographers, Health and Lifestyle media to be invited for the launch
MAINLINE VERNACULAR ELECTRONIC WIRES HEALTH MAGAZINES

Hindustan Times Navbharat Times NDTV PTI Health & Nutrition

The Hindu Hindustan CNBC IANS eHealth
The Indian Express Dainik Jagran Aaj Tak UNI Prevention
The Tribune Dainik Bhaskar Delhi Aaj Tak Univarta Total Health
The Pioneer Amar Ujala Sahara TV PTIBhasha Good Housekeeping
The Asian Age Punjab Kesari P7 Men’s Health
Mail Today National Dunia IBN 7 Modern Medicare
Rashtriya Sahara Zoom TV Complete Wellbeing
 Clove Launch in India
 Launch to be backed by a
paid feature in TOI
supplements - Times
Wellness/ Delhi Times.
 Clove Launch in India
 Clinic inauguration to be followed by one-on-one interactions with
selected corporate media
 Two interactions per month
 Talk points
o Growth and expansion plan of Clove
o Inspiration behind Clove
o Investment plans
o Creating job opportunities for dental students
POST LAUNCH
 News Based Features
 Create awareness about issues on
oral hygiene, wrong eating habits,
general trends of ignoring dental
problems and implications of
alternate therapies than visiting a
dentist

 Clove experts to share their opinion

on these topics
 Lifestyle Feature
 Stories around latest trends in Cosmetic
Dentistry for a million dollar smile to be
explored in order to build a direct
connect with the readers:
o Diamond studded teeth
o Tooth Tattoos – Good or bad
o Cosmetic dentistry /Smile makeovers to
provide an edge in today's competitive job
market
o Get Ready with fresh mouth/smile this
Valentine.
 Walk on the existing platforms
 Be a prominent voice in spreading oral
health awareness around the days like
World Dentist day and World Oral Health
day to be leveraged
 Case Study
 Complicated and Human interest cases
to be leveraged in national and regional
media to bring forth the quality of
treatment at Clove.
 Audience Connect
 Profiling Dentist
o Profiling stories of Clove’s dentists who
have achieved credibility in the market.
o The association of best names in
industry will garner trust.
 Contributory Articles
 Contributory Articles
o Issues pertaining to Oral Hygiene to
be addressed through contributory
articles.
o Suggested Topics
• Chewing technique vis-a vis
teeth placement can alarm
Stomach problem.
• Revolutionizing dentistry-
Painless oral care.
 State of Art
 Highlight the latest equipments,
unprecedented technology and
unmatched services to demonstrate
the best in class quality treatment
available at Clove.
 Media Engagement
 To create a total brand recall for Clove in journalists’ mind.
o Invite health and city editors & correspondents to the clinic on a regular
basis and offer free check ups.
o Leverage it by educating the media about state-of-art technology available at
Clove.
 Catchment Area
 Free treatment of rural/poor children,
treatment at doorstep by mobile clinic to
be capitalized in regional media.
 Small vernacular media based around
locality to be invited.
 Know your teeth
 Tie up with leading health magazine for a
regular column on teeth hygiene.
 Each issue to address one topic :
o 10 myths associated with teeth cleaning
o 10 ways to brighten your smile
o 10 ways to know if your teeth is healthy
 Work for Better Tomorrow
 Tie ups with Delhi Health Ministry in their latest
campaign of making Delhi a Tobacco free city by
exercising ban on its sales & manufacturing.
 Join the drive to support prevention of oral
disease.
 Organize special treatment camp for people
suffering from teeth problem on account of
chewing tobacco habit .
 Healthy Smile Week
 Create a property of Healthy Smile week to
promote dental care in association with
Times Wellness .
 Entire week to be packed with various
educating programs on oral hygiene, in
schools, colleges, RWA’s and in Clove,
across Delhi NCR .
 Conclude the week by felicitating 7 best
smiles of the week with a gift of free dental
treatment for any one family member.
 Cross Brand Promotions
 Tie up with brands like Colgate or
Pepsodent to give 25% discount in dental
check ups/treatment .
 Colgate/Pepsodent to issue a certificate to
its buyers to redeem the offer.
 Certificate can come in form of a slip
packed inside the toothpaste cover.
 Discover The Beautiful Smile
 Organize a week of tracking beautiful
smiles across Delhi University campus
and other universities in Delhi.
 Tie up with the colleges to crown one
Ms/Mr beautiful smile for each college.
 Felicitate him/her by giving the title such
as Ms Miranda/Ms LSR beautiful smile
2012.
 Painless Dentistry-The next big Game changer
 Leverage the concept of the
revolutionary method of Painless Dental
treatment
 Showcase machines/technique by
organizing media meet at the clinic
and educate them on the features and
applications
 Spokesperson to address the meet
 Build on stories supported by case
studies