A Healthy Smile – Growth Strategy

1️⃣ Market Overview & Current Position

Category	Details	Implications
Total Population	~13,134 in Florham Park; ~1.5 million within 20-mile radius	Moderate local base with access to a larger regional market
Median Household Income	$147,714	High disposable income; potential for premium dental services
Age Distribution	26%: Ages 15–29 39%: Ages 30–64 21%: Ages 65+	Diverse age groups; opportunities across various dental services
Educational Attainment	66.3% hold a Bachelor's degree or higher	Educated population likely to value dental health and aesthetics
Employment Sectors	Tech, finance, and healthcare	Demand for cosmetic dentistry and flexible scheduling
Ethnic Composition	72.8% White, 10.5% Asian, 9.3% Black or African American	Marketing should be culturally tailored for outreach
Homeownership Rate	69.6%	Stable community; opportunities for long-term patient relationships
Health Insurance Coverage	High employer-based coverage	Increased likelihood of coverage for dental services
Commuter Behavior	Average commute ~26 minutes	Mobile-friendly ad targeting & convenience-focused messaging recommended

      Competition & Market Positioning: Several established dental practices, including Helix Dental, Florham Park Dental Excellence, and Park Dental Loft. Differentiation through premium services (Invisalign, Implants, Veneers) and exceptional patient experience is essential.
    

      Marketing Spend Benchmark:

      • 4% of $1M → $40,000/year (~$3,333/month)

      • 7% of $2M → $140,000/year (~$11,667/month)

      Current spend aligns with growth range.

Service	Profitability Reason	Avg. Cost ($)	Target Audience
Invisalign	High-ticket, high demand	$4,000–8,000	Adults aged 25–45
Dental Implants	High-margin, long-term treatment	$3,000–6,000	Adults aged 40+
Veneers	Luxury cosmetic service	$900–2,500 per tooth	Adults aged 30+
Teeth Whitening	Low-cost, high-volume	$500–1,000	Young professionals
Emergency Dentistry	Urgent need, high-intent	$250–800	All age groups

✦ Invisalign Marketing Plan – A Healthy Smile

Objective:
Attract and convert high-value patients seeking Invisalign treatment within a 20-mile radius of Florham Park, NJ.

Target Audience:

Adults aged 25–45
Parents of teens interested in clear aligners
Professionals concerned with aesthetics
Top 30% income households
Engaged with dental and cosmetic topics online

1️⃣ Positioning Strategy

Element	Strategy
Unique Value Prop	Discreet, comfortable, and affordable Invisalign treatment by a trusted local provider
Emotional Hook	“Fix your smile without anyone noticing” – aesthetics, confidence, convenience
Pain Point Addressed	No wires. No restrictions. No visibility.
Trust Builders	Doctor-led video content, testimonials, before/after gallery
Offer	Free Consultation + $500 Off if starting this month

2️⃣ Google Ads Strategy

Component	Details
Campaign Type	Search campaign targeting Invisalign keywords
Keywords	"Invisalign Florham Park", "clear aligners NJ", "adult braces alternative"
Ad Copy	“Discreet Braces in Florham Park – Free Invisalign Consult + $500 Off Today Only”
Extensions	Callouts: No Wires, No Restrictions, Invisible • Sitelinks: Smile Gallery, Meet Dr. Gohard, $500 Off Invisalign
Landing Page	Optimized Invisalign page with CTA and form
Budget	$2,000–$2,500/month

3️⃣ Meta Ads Strategy

Funnel Stage	Ad Type	Message
Top-of-Funnel	15s Video	Why Choose Invisalign – Before/After + key benefits
Mid-Funnel	Carousel	What Invisalign Fixes – visuals for bite, gaps, crowding
Bottom-Funnel	Lead Form	“Get $500 Off Invisalign – Ends Soon!” with embedded form

Budget: $1,000–$1,500/month

Targeting: Age 25–45, parents of teens, cosmetic interests, top ZIPs

4️⃣ Local SEO & Google Profile

Title Tag: “Invisalign Florham Park, NJ”
Meta Description: “Straighter teeth with invisible aligners – Book free consult!”
Image Alt Text: Invisalign-before-after-FlorhamParkNJ.jpg
Post Invisalign FAQs & patient tips regularly
Q&A: “How long does Invisalign take?”, “Is Invisalign right for adults?”

5️⃣ Content Repurposing

Blog: “5 Signs You’re a Good Candidate for Invisalign” (Biweekly)
Instagram Reels: “Invisalign Tip of the Week” (Weekly)
Facebook: “Smile of the Month” (Monthly)
Email Series: “Your Invisalign Journey Starts Here” (3 emails)

6️⃣ KPIs

Metric	Goal
Cost per Lead	<$80
Leads/Month	25–40 Invisalign inquiries
Consult Rate	50–70% booked
Start Rate	40–60% of consults
LTV	$5,000–$7,000
ROI	10x–20x on Invisalign ads

✦ 6-Month Invisalign Marketing Roadmap – A Healthy Smile

Primary Goal: Increase Invisalign starts to 15–25/month by Month 6
Budget Range: $3,800–$6,700/month

✅ Month 1: Foundation & Launch

Setup: Analytics, Pixel, Call Tracking
Optimize landing page
Launch Google + Meta Ads
Post before/after on Google Business
“Free Invisalign Consult” offer + email blast

KPIs: 300–500 visits, 25–40 leads, 5–10 consults

✅ Month 2: Retargeting + Proof

Retargeting ads on Meta
New testimonials on LP
Blog: “Top 5 Reasons Adults Choose Invisalign”
Boosted posts of smile reveals

KPIs: 40–60 leads, 10–15 consults, 5+ reviews

✅ Month 3: Local SEO + Community

Create SEO content for “Invisalign Florham Park”
Engage local gyms/groups
IG Reels: “Day in the Life”
Blog: “What to Expect at Your Invisalign Consult”
Promo: “$500 Off – 15 Days”

KPIs: 60–80 leads, 15–20 consults, top 3 Google rank

✅ Month 4: Referral Engine

Referral bonus: $100/new start
Testimonial contest
Reallocate budget to top channels
Follow-up for no-shows

KPIs: 75–100 leads, 20–25 consults, 3–5 referrals

✅ Month 5: Scale & Urgency

Launch YouTube Pre-roll + Google PMAX
Add urgency to CTAs
Blog: Case Study – Invisalign in 6 Months
Flash Promo: “$99 Down – 48 hrs”

KPIs: 100+ leads, 25–30 consults, 15+ starts

✅ Month 6: Optimize & Audit

A/B test headlines & CTAs
Full funnel audit: CPC → CPL → Starts
Direct mail to high-income ZIPs
New video assets (walkthroughs, Q&A)

KPIs: 125+ leads, 30+ consults, 20–25 starts

🚀 Outcome Targets

Metric	Current	Target (Month 6)
Monthly Leads	20–30	125+
Consults	~10	30+
Starts	~5	20–25
ROAS	<10x	14x–20x

💼 DPM Pricing: 180-Day Initial Commitment, Then Month-to-Month

Plan	Gold – $1,799/mo	Platinum – $2,499/mo	Diamond – $3,499/mo
Google Ads	Budget on actuals	Budget on actuals	Budget on actuals
Facebook Ads	Budget on actuals	Budget on actuals	Budget on actuals
Instagram Ads	Budget on actuals	Budget on actuals	Budget on actuals
Bing Ads	-	Budget on actuals	Budget on actuals
CRM Training & Management	✔	✔	✔
Professional Creatives & Copies	✔	✔	✔
Lead Dashboard Platform	✔	✔	✔
Landing Pages	Up to 2	Up to 5	Up to 15
Tracking Phone Numbers	Up to 2	Up to 5	Up to 15
SEO Blogs / Month	1	2	4
Social Media Posts/Month	12 (incl. 2 videos)	16 (incl. 2 videos)	24 (incl. 4 videos)
Social Platforms	Facebook, Twitter, Instagram, Google My Business, YouTube
Print Assets (Complimentary)	2	4	10
SEO	Basic (5 keywords)	Advanced	Advanced
Website Management	Limited	Complete	Complete
Monthly Performance Report	✔	✔	✔
One-Time Setup Fee	$749	$999	$1,499

A Healthy Smile – Market Analysis & Growth Strategy