Introduction
In the clear aligner market, market segmentation is essential for success. Doctors have different needs, experiences, clinical knowledge and commercial potential which makes a one-size-fits all approach ineffective. This blog will discuss the different doctor segments, their characteristics, the challenges you might face when converting these doctors and how to overcome them with the right approach.
The Importance of Market Segmentation in the Clear Aligner Market
In the competitive landscape of clear aligners, doctors have different levels of expertise, patient flow, and brand loyalties. Recognizing these differences empowers brands to:
- Target the right doctors with the right messaging and support
- Improve conversion rates by addressing specific pain points and concerns
- Strengthen relationships and increase loyalty
- Optimize resources by focusing efforts on the segment that matters most to their brand
Segmenting the Doctor Market: Tier A, Tier B, Tier C
To navigate this competitive landscape, it’s important to categorize doctors based on their clinical experience and commercial potential.
Tier A: Experienced Orthodontists with High Commercial Potential
Key Characteristics:
- Highly skilled in orthodontics, including treating complex cases with aligners
- Well-established practices with a strong patient base
- Already work with major clear aligner brands
Challenges:
- Difficult to convert due to established relationships with leading brands
- Require a strong value proposition and a compelling reason to switch
- Conversion takes time around 9-12 months to facilitate trust building
Approach:
- Take a consultative sales approach by understanding their specific needs and pain points
- Offer exclusive training, activities or advanced case discussions to help with differentiation
- Gradually build trust through consistent engagement and personalized support
- Highlight unique advantages that set your brand apart
Tier B1: High Commercial Potential, Low Clinical Experience
Key Characteristics:
- Large patient flow demonstrating strong business potential
- Limited experience with clear aligners, treating mild cases only
- Ambitious and motivated to expand their aligner experience
- May use multiple brands but lack brand loyalty
Challenges:
- Require significant educational resources to help them confidently treat moderate to severe cases
- Need ongoing support and guidance to improve treatment planning skills
Approach:
- Focus on clinical education by inviting them to participate in expert-led events, hands-on training and case discussions. Providing continuous support to enhance their clinical expertise not only boosts their confidence in treating complex cases but also fosters brand loyalty and long-term commitment.
- Schedule one-on-one training sessions
Tier B2: Low Commercial Potential, High Clinical Experience
Key Characteristics:
- Skilled in orthodontics and in clear aligner therapy
- Struggle with patient flow
- Lack marketing strategies or are influenced by external factors
Challenges:
- Require marketing training to improve patient acquisition and case acceptance
- Resources needed to support in marketing clear aligners
- Ongoing support and guidance with a step-by-step approach to help them reach their goals
- Limited commercial knowledge including pricing strategies, managing cash flow and optimizing profitability.
Approach:
- Offer marketing consultations and advice on optimizing their marketing efforts
- Provide marketing and commercial growth support including guidance on patient acquisition and conversion
- Offer receptionist guides to ensure patients are being treated in a friendly way and are getting all the answers they need
- Offer in-clinic marketing material and online marketing resources to help them promote aligners
Tier C: Low Commercial Potential, Low Clinical Experience
Key Characteristics:
- Typically new or small practices with a limited patient base
- Minimal experience with aligners
- Interested in adopting clear aligners but are hesitant due to lack of experience
Challenges:
- Require significant time and investment to develop both clinically and commercially
- Limited patient flow makes it difficult to see a good return on investment
- Slow adoption of aligners due to uncertainty
Approach:
- Focus on onboarding and training to promote their confidence so they can start with mild cases
- Provide step-by-step clinical support to guide them through treating moderate cases
- Offer in-clinic marketing materials and online resources to attract patients
- Encourage to gradually improve clinical and commercial skills
Conclusion: Choosing The Right Tier For Your Brand
Every clear aligner brand has its own strengths and unique value proposition. The key to success lies in identifying the doctor segment that aligns best with your brand’s capabilities and focusing your efforts there. By leveraging your unique selling points, you can effectively convert and support doctors while maintaining secondary engagement with other tiers.
For example, Tier A doctors may take longer to convert, making them a secondary focus while your primary resources are directed toward the segment that drives the highest case volume and delivers the best return on investment. Prioritizing the right tier ensures sustainable growth while keeping all potential partners engaged and supported.
