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Invisalign Case Study Williams

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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 …show more content…

6). Interestingly enough, part of the way that Align was able to increase conversion rates quickly to keep their venture capitalists happy was by going strait to consumers. When they didn’t see things progressing like they hoped, Prescott states, In the very early days, those same founders were frustrated because they were not having success with the doctors or gaining any meaningful adoption. So they decided to go right around the doctors to the consumers. They spent a lot of money early on. A lot of that money was wasted… A lot of the effort and investment turned into demand for conventional treatments but it did start to carve out a position for the company. Johnson, 2012 So, while initially, their plan backfired, it did at least lay a foundation for Invisalign and what it could offer its patients and customers. What are the options available to the organization? Branch out. According to Coughlin and Hennessy, Invisalign initially only saw a market that would be able to treat adults with minor malocclusion. One option that Align Technology was able to expand their market was through technological advances that have made it easier for them to add Invisalign Teen. This is a system that targets younger customers. Tom Prescott, the CEO of Align Technology states that one of the

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