From Awareness to Appointment: Building a DTC Strategy for Orthodontic Innovation
This project details the development and successful implementation of a Direct-to-Consumer (DTC) strategy for a medical device company in the orthodontics industry.
The Goal
The primary goal was to not only build their customer base of orthodontists but also drive consumer demand into their existing provider network.
Key Tactics & Phases
The project included several key phases:
01
Strategic Framework
A comprehensive analysis of the current business landscape, desired state, and market trends was conducted. This included a thorough SWOT analysis, competitor comparison (identifying points of parity and differentiation), and the development of in-practice activation plans.
02
Targeted Digital Marketing
A multi-pronged digital marketing strategy was created for key Direct Market Areas (DMAs) in Phoenix, Arizona and Dallas, Texas. This encompassed organic and paid social media campaigns, targeted search engine advertising and SEO optimization, creation of conversion-focused landing pages, impactful video content, and strategic influencer marketing partnerships.
03
Data-Driven Optimization
Performance metrics were meticulously monitored daily, weekly, monthly, and quarterly. Transparent and detailed reports were presented during regular client meetings, allowing for continuous optimization and refinement of the strategy.
04
Holistic Support
Beyond the core DTC strategy, the project encompassed additional efforts to support new initiatives and drive demand across various channels.
This project exemplifies how a data-driven, multi-channel DTC strategy can create a powerful force in the medical device landscape, successfully building consumer awareness and driving demand towards a network of providers.
Content Strategy
Founder Spotlight
Client Testimonials
Influencer Partnerships