CLAYCOMMUNICATIONS
Crafting the Tomorrow

hris Burton
indsey Comeau
lex Mosner
ona Weisleder Froimzon
Account Manager
Research Director
Media Planner
Creative Director
Brand Planning Director
Marketing Communications Planner
Art Director
Project Manager
&
&
&
&

37 million
edentulous people
in the United States

e·den·tu·lous (ē-dĕnʹ′chə-ləs)
adj.
Having no teeth; toothless.
[From Latin ēdentulus : ē-, ex-, ex- + dēns, dent-, tooth;
see dent- in Indo-European roots.]
The American Heritage® Dictionary of the English Language, Fourth Edition copyright ©2000
by Houghton Mifflin Company. Updated in 2009. Published by Houghton Mifflin Company. All
rights reserved.

challenge: increase the number of
“All-On-4” procedures per week as well as
awareness for the brand.

1Problem

problem: no real presence
of the brand in the United States

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
Strong
international
brand
Message
inconsistency
& confusion
about the
service offer
Lack of
understanding
target audience

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
brand identity brand imagebrand meaning
NO

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
Eat well.
Speak well.
Live well.

framework: triangular relationship
DentistsPatients
MALO Clinic

Target
Markets

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
DentistsPatients
35-54 years.
1/3 of edentulous Americans.
685,000 in the Tri-State Area.
Medical Consumer.
Active role.
Bundled services.
195,000 dentists nationwide.
Prescribers &
Influencers.
Pessimistic about the economy.
Completes the triangle.

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
Patients
MALO Clinic is the global leader in advanced oral
rehabilitation.They craft smiles, but what they do for people
goes deeper than teeth. MALO Clinic changes lives.They
provide relief not only from pain, but from the impediments
that poor oral health has had on peoples’ lives. It’s your
smile. Don’t hide who you are.

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
Dentists
MALO Clinic provides advanced oral rehabilitation to
my patients. I know that MALO Clinic is going to give my
patient the individualized care that they deserve. My
clients put trust in me for recommending MALO Clinic
and I am able to keep my patients for regularly scheduled
care and cleanings.When my clients are satisfied, they
spread the word and I am able to gain recognition as a
leader in the dental field.

Marketing
Plan
3

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
Brand Awareness
Patients
10% 50%
Consultations 75% 100%
Surgeries 10/week 15/week
Conversion rate 60% 80%

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
Brand Awareness 20% 50%
Nº Referrals 100% 250%
Participation
Dentists

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
Product Price
Place Promotion

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
DentistsPatients
Enforce.Inform.
Differentiate.
Reinforce.
Build.
Persuade.
Engage.

strategy B2C: Make MALO Clinic
the premier dental rehabilitation center in
the United States that delivers a life-
changing solution to every specific situation

strategy B2B: Make MALO Clinic a
state-of-the-art tool that would enable them
to provide timely solutions to their patients
and retain them for life.

4Creative

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
Take back your smile.
Take back your life.

Take back your smile. Take back your life.
Fear Not.
877-625-6872 (877-MALOUSA)
www.maloclinicusa.com
201 New Jersey 17 Floor 11 Rutherford, NJ 07070
Find out how we can improve your smile
0ver 40 million Americans are self-conscious about their teeth.
MagazineAd

People Magazine The NewYorkerOCT-JAN-APR

Brochure
AUG-FEB
2,500 Dental Practices

Take back your smile. Take back your life.
Enjoy.
877-625-6872 (877-MALOUSA)
www.maloclinicusa.com
201 New Jersey 17 Floor 11 Rutherford, NJ 07070
Find out how we can improve your smile
Dentures provide only 10% of chewing power.
BusShelters

MAR-APR-MAY
160 Bus Shelters
Tri-State Area
Subway Ads

Paulo Malo. Dentists. Dentures. All-On-4.
Dental implants.Teeth. Bridges.
Website & Paid Search
Separate content for each of the segments.

SEP-OCT-DEC
MAR-APR-MAY
JUN-JUL
Retargeting
Go Ahead.
Take back your smile.
Take back your life.
877-625-6872 (877-MALOUSA)
www.maloclinicusa.com
201 New Jersey 17 Floor 11 Rutherford, NJ 07070
Find out how we can improve your smile
94% say the very first thing they notice
about someone is their smile.
InteractiveBannerAds

Videos NotesPhotos
Facebook

Twitter

InteriorDesign

Good Morning America. O Magazine. Men’s Health.
SEP-OCT-JAN-MAY
Television + Blogs + Magazines
Public Relations

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
Create a client for life.

MagazineAd
877-625-6872 (877-MALOUSA) www.maloclinicusa.com @maloclinicusa MALO Clinic USA
201 New Jersey 17 Floor 11 Rutherford, NJ 07070
Create a client for life.
you see your life’s work.
He sees a beautiful smile...
Learn the MALO Clinic way.
Refer your patient for dental implants.
Keep your patient for all follow-ups.

JADA Dental TribuneOCT-NOV-DEC-MAR-APR-MAY

BoothMoodboard

He sees a beautiful smile...
you see your life’s work.
Create a client for life.
877-625-6872 (877-MALOUSA) www.maloclinicusa.com @maloclinicusa MALO Clinic USA
201 New Jersey 17 Floor 11 Rutherford, NJ 07070
Learn the MALO Clinic way.
Refer your patient for dental implants.
Keep your patient for all follow-ups.
Interactive
Banner Ads
SEP-NOV-OCT
MAR-APR-JUL
Retargeting

Twitter

Media
5

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
DentistsPatients
65% of ADA members.
Three times.
15% of ADA members.
Five or more times.
10% of edentulous people.
Tri-State Area.
Five or more times.
Three times.
35% of edentulous people.
Tri-State Area.

Communication Tools AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL
Digital
Website
Banner Ads
Paid Search
Print
Magazine Ads
Brochures
Social
Facebook
Twitter
YouTube
Blog
Out-Of-Home
Subway
Bus Shelters
Broadcast
Television Commercials
Point-Of-Purchase
Interior Remodelation
Public Relations
News

Communication Tools AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL
Digital
Website
Banner Ads
Paid Search
Print
Magazine Ads
Social
Twitter
YouTube
Blog
Experiential Marketing
Convention Stands
Seminars

Budgets &
Forecasts
6

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
2%7%
57%
2%
12%
11%
2%
6%
Advertising Agency
Public Relations Agency
Interior Design Remodelation
Events & Experiential Marketing
B2B Media
B2C Media
B2B & B2C Shared Media
Miscellaneous
Marketing
Budget
Total $4.630.080

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
12%
20%
68%
Digital Print
Social
24%
18%
2%
47%
9%
Digital Print
Social Out-Of-Home
Broadcast
B2C Media
Budget
B2B Media
Budget

Problem Target Markets Marketing Plan Creative Media Budgets & Forecasts
0
12500000
25000000
37500000
50000000
Year 1 Year 2 Year 3
Revenue
Gross Margin
Marketing Budget
Operating Income
Financial
Forecasts

$13,228,800 - $27,672,000 - $42,028,800
Procedure Price Units per Month Monthly Total
Year 1 $1,102,400
All-On-4 Procedure $45,000 20 $900,000
Other Implants $25,000 8 $200,000
Consultations $150 16 $2,400
Year 2 $2,306,000
All-On-4 Procedure $45,000 40 $1,800,000
Other Implants $25,000 20 $500,000
Consultations $150 40 $6,000
Year 3 $42,028,800
All-On-4 Procedure $45,000 60 $2,700,000
Other Implants $25,000 32 $800,000
Consultations $150 16 $2,400

evaluation: Advertising + Social
Media + Public Relations

CLAYCOMMUNICATIONS
Thank You.

CLAYCOMMUNICATIONS
Questions? Comments?