DR SMILE.

Growing sales and profit whilst scaling into a new marketing-led organization

Project Plan.

• 01

  Phase 1: Discover - Marketing due diligence
  

  During the initial phase, we conducted a thorough marketing audit to understand the DR SMILE’s current situation, what an efficient team setup would look like, and how to best manage its digital capabilities.

   

  Short and long-term opportunities were uncovered to outline how the customer navigates and interacts with DR SMILE on all marketing channels and where improvements could be made. 

   

  It was determined that DR SMILE needed enhanced channel accountability to understand the steps between someone visiting the website and making a purchase. A project roadmap was subsequently created to boost lead and contact generation through channel optimizations and CRM.

• 02

  Phase 2: Accelerate - Data transparency and profit-driven acquisition
  

  Mobilizing our co-creation approach, we worked alongside the DR SMILE team over several months at their headquarters to collaboratively build strategies and processes. This allowed us to optimize learnings together and overcome boundaries in communication and team dynamics.

  
  One of the first collaboration topics was setting company-wide goals and individual KPIs, aligning the organization’s focus and each team member’s roles and responsibilities. 

  We identified key areas for improvement and developed a strategy to increase efficiency and productivity within the marketing team. These efforts helped the company streamline its team management and improve communication and collaboration across the organization.

   

  To improve data transparency and focus on profit-driven acquisition, we implemented new database structures and utilized Looker as the central source of truth for the organization. By implementing enhanced data visualization and using cohort analysis, we were able to gain a clearer understanding of the data and help the C-Levels make more informed business decisions.

• 03

  Phase 3: Accelerate - Contact as a lead and CRM

  To bolster lead management and generation, we introduced the notion of working with a contact as a lead. Once direct two-way communication begins, a dedicated person is tasked with following up to prompt actual registration and to optimize the user journey on the eCommerce platform as well.

   

  This lead management CRM strategy was tied to optimizing the acquisition channels, allowing the emphasis and budget to be placed on marketing channels that brought the most active contacts, ensuring a more cost-effective way to grow the organization.

• 04

  Phase 4: Accelerate - Integrating channel experts 

  Channel experts were also integrated into the organization to work as an extension of internal teams and capitalize on existing digital growth opportunities.

   

  We saw the opportunity to scale up Paid Search and pursue additional channels, as the existing team had been focused primarily on social media marketing. Leveraging our transitional operational support services, we brought in two channel experts from GANDT to focus on improving how Google worked within the respective budgets. Once the channel potential was validated, the accounts were scaled up to a level where it was viable to employ experts to oversee this aspect of the business full-time. 

   

  Simultaneously, we brought in a GANDT expert to work on the CRM strategy to establish that email marketing had growth potential too. When it was made clear that this approach was profitable, we helped DR SMILE hired for these roles. 

• 05

  Phase 5: Navigate - Harmonizing inter-departmental processes 

  One of the first actions of our partnership with DR SMILE was to leverage the Navigate phase of the DNA Program. The aim was to set DR SMILE up for future success by guiding the strategic view of the business and their market intelligence. 

   

  To ensure that the partnership was off to a strong start, our CEO, Remco Livain, stepped in as interim CMO for nine months. During this time he streamlined and harmonized inter-departmental processes, worked on stakeholder management and eventually oversaw the hiring of a new CMO.
  
  Throughout the partnership, Remco worked closely with DR SMILE’s senior management and investors to keep them updated on marketing plans, whilst collaborating on the evolution of their marketing structure. Remco actively led DR SMLE’s marketing team, handling contracts, budgets and strategies for them. With the marketing teams and stakeholders he deep-dived into the digital performance marketing setup, implemented the tools needed for data-driven decisions and managed organizational changes.
  
  The GANDT team also played a vital role in helping DR SMILE’s marketing team succeed. By coaching them on strategic decisions such as budgeting, KPI development, and stakeholder communication, we helped lay the foundation for the team to operate independently and effectively.

• 06

  Phase 6: Navigate - Market intelligence and organizational development

  A blueprint for internationalization was created to generate value through new market discovery. By looking to new markets, horizons were expanded when monetizing existing leads. The increase in reach also fueled the introduction of new products. This meant selling implants, bleaching products, and other services. 

   

  In addition to revenue growth, we focused on growth in development. By building up the team according to necessity, in the end, there was a full marketing team focused on product UX optimization, SEO, Paid Search experts, paid social, organic social, and PR. A baseline that will empower them to continue growing as their needs evolve. 

   

  Through extensive organizational development, DR SMILE went from being a company with a marketing team to a full-stack marketing organization enabled for growth.