3.8.10 Invisalign Website Planning Session Notes –
Align Attendees – Greg Tomita, Tim Parkyn, Ken Spiller, Cooper ?, Dan Detrick, George Huang, Henry
Chan, Paul Kimball, Rosemary ?
Wunderman Attendees – John Capano, Jeff Browe, Oletta Reed, Klaus Schlechner
PROJECT OVERVIEW
Main Reasons for redesigning the site
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Providing one unified destination (Invisalign + invisalignteen)
Need the ability/flexibility to test and learn, transparency & analytics
New brand positioning
Main Business Objectives
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Primary
o Educate & Empower prospects to “insist on Invisalign”
 Block transfer of leads – (e.g. doctors talking patients out of Invisalign for “nonmedical” reasons)
 Understand who’s a qualified lead
 Build doctor awareness and loyalty program
o Ability to quantify lead flow and show value to partners showing end to end conversion
from prospect to patient to advocate
o Lead conversion/Lead Management
Secondary - Providing visibility/transparency into conversion funnel
Tertiary – CRM – People who arrive at the site after they become patients. Get them to generate
referrals/sales (e.g. advocate Invisalign).
Other factors
o Lead Generation via SEO
o Site is a primary pathway for doctors but there isn’t anything on the site for B-to-B sales
Measuring Success
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Linking prospect data to actual sales
Raise YOY revenue 10-15%
Send leads to doctors and connecting them to a sales rep sooner (decrease the time lag)
o Push leads to the right doctors (e.g. top converters)
Differentiation
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Invisalign is a new technology that has ease of use (iPhone for teeth straightening)
Consumer doesn’t know efficacy or technology
o Preemptively assuage doubt
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o Are easily discouraged by doctors who don’t want to do use Invisalign
o Not knowing the price prevents them from taking the next step
Site needs to provide real consumer insights and a pathway to the right doctor
o Site needs to accurately describe the product
o Site needs to show affordability in a meaningful way
 E.g. 3rd party vs. corporate message
 Online financing
Audiences
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Primary – Consumers/Prospects/Patients
o Prospects needs to be broken out addressed as Adults, Moms, Teens
o Patients - Site needs resources to allow them to be educators/advocates and develop a
sense of community/tribe ID
Secondary – Existing Doctors (VIP), Prospective Doctors, Chairholders, Press
Primary Purpose of site from audience perspective – getting the facts and education
Audience hears about the site through
o Search – Natural/paid
o Banner ads
o Collateral
Content
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Advantages – Loads quickly
Disadvantages
o Too copy heavy
o Site doesn’t communicate new technology
o Non-engaging voice
o Non-compelling action to take
o No good Before and After shots or patient satisfaction testimonials
Design Look and Feel
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Not technical enough
Needs to be more in-synch with final Brand design
Needs to be elite and cutting edge
Needs to be credible, modern, approachable, inventive
o The Standard of care
o Costs about the same as braces