A Clear Turnaround – Invisalign Case Study
Align Technology experienced a three-year decline in Invisalign’s North American business (2007 – 2009).
Conducted contextual research and developed NeedsMaps™ to provide a deep understanding of dentist, orthodontist and consumer needs.
Performed an analysis of the concept and volumetric forecast results, which showed current product innovation strategy was not significantly increasing doctor utilization of Invisalign
Completed a MetAnalysis™ (comprehensive audit of existing research and strategy documents) that identified three “800 lb. Gorillas”—barriers holding back the business.
What We Did:
Worked with Invisalign to develop a new product innovation strategy to address Gorillas and drive doctor utilization.
Used deep customer understanding to develop highly compelling new positioning strategies for both consumers and professionals (dentists and orthodontists).
15%+ growth in North American business in for six consecutive years (2010 – 2015).
- Invisalign is the clear alternative to braces.
- Result: Did not effectively drive category demand. Mainly convinced the adults already considering teeth straightening to choose Invisalign over braces.
- Emotional benefit of greater confidence when you straighten your teeth.
- Result: Strong increase in consumers considering teeth straightening and requesting Invisalign