DENTAL CLINIC BRANDING STRATEGIES FOR MILLENNIALS

• Main Author: Gunawan, Joseph
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70390
• Institution: Institut Teknologi Bandung

Asia Afrika Dental, which is famous as “tukang gigi simpang lima”, has been renovated become futuristic elegant dental clinics with 10 dental treatment rooms. Known as the place for denture maker, more than 50% patients are elderly. Board of directors plan to achieve more millennial patients, as a regenerative strategy. Social media marketing has been done and achieve no significant results. This issue led to the preliminary research to know millennials’ perception and complaints to the clinic. The preliminary research was analyzed using thematic analysis and results the millennials have perceived Asia Afrika Dental as dental clinic but not really engage with the branding and pricing. From the preliminary research, the researcher proposed two alternative branding strategies for the clinic winning more millennial patients. The first one is rebranding strategy which includes repositioning, redesigning, and relaunching. The next is sister brand strategy to win more low-middle class millennial patients. The final research is testing the two alternative brand concepts, to know if it is fit with the market and the differences between the segments. The analysis was conducted by ANOVA comparison test and result no significant difference (P>0.05) between each segment. This result concludes that the clinic could use generic strategy, combination of rebranding and sister brand, to win millennial patients. Rebranding and sister brand concepts are the answers for the clinic to gain more younger patients, but not simultaneously. The clinic should run the rebranding strategy first as it cost less money, and then the sister brand concept. To avoid cannibalism of target segment, the main brand should target high-class-millennials, while the sister brand target low-middle-class-millennials.