A Clear Turnaround – Invisalign Case Study

 
 

Situation

  • Invisalign positioned as “The clear alternative to braces”

  • Three-year decline in North American business (2007 – 2009)

Our Analysis

  • MetAnalysis™ of existing research to identify 800 lb. Gorillas™ holding back the business

  • Contextual research to provide deep insight into orthodontists, dentists, and consumers

  • NeedsMaps™ for all three audiences to socialize customer insights throughout the marketing organization

Actions

  • Repositioned the brand to both professionals (dentists and hygienists) and consumers

  • Worked with Align Technology to institute a new product innovation strategy to address 800 lb. Gorillas™

Results:

  • 14%+ growth in North American business in for six consecutive years (2010 – 2015)

  • 26X increase in stock price

 

 
Invisalign Shipments (hockey stick).jpg
 

Previous Consumer Strategy

  • Positioning: The clear alternative to braces

  • Result: Effective with early adopters, but failed to continue driving growth

 

New Consumer Strategy

  • Positioning: Emotional benefit of the confidence of a great smile

  • Result: Helped restore growth in consumer interest in teeth straightening and requests for Invisalign

 
Case StudyScott Seidewitz