The Challenge

By 2019, the Australian dental lab market had become highly competitive and commoditised, leading dental labs to engage in a price-driven race to the bottom. Avant Dental found themselves struggling to stand out amidst the sea of competitors and were ranked 10th in the market. They recognised the need to break free from commoditised competition and achieve growth, so they partnered with The Growth Activists (TGA) for business growth through integrated marketing. Their key objectives were to acquire new dentist customers, drive revenue growth, and move up from the number 10 spot in the dental lab market.

The Approach

TGA adopted a data-driven approach to devise a comprehensive growth strategy for Avant Dental:

• Market Research: A thorough qualitative and quantitative analysis of the dental lab market, the brand’s perception, competitors, and target customers was conducted. This research laid the foundation for identifying growth opportunities.

• Brand Strategy and Rebrand: The findings from the market research informed a brand strategy that would set Avant Dental apart in the competitive landscape. A rebranding initiative was undertaken to establish a compelling brand identity and resonate with the target audience.

• Updated Website: A modern and user-friendly website was developed to showcase Avant Dental’s value proposition and drive lead generation. The website served as a powerful tool to attract and engage potential customers.

• Marketing Strategy and Plan: A robust marketing strategy and plan were formulated, outlining the key channels and tactics to reach and engage the target audience effectively.

• New Communications: Updated communications, including messaging and creative assets, were designed to align with the new brand identity and connect with customers on a deeper level.

• Integrated Digital Marketing (CRM, social, and search): An integrated digital marketing approach was adopted to leverage various online channels such as social media and search to maximise the impact of Avant Dental’s marketing efforts.

The research, analysis, strategy, and planning phases were finalised in late 2019. Following this, the implementation of brand, communications, and marketing initiatives began in early 2020, coinciding with the onset of the COVID-19 pandemic.

The Deliverables

The marketing engagement between TGA and Avant Dental included the following deliverables:

• Market Research: Comprehensive research reports detailing market insights and growth opportunities.

• Brand Strategy and Rebrand: A refreshed and differentiated brand identity for Avant Dental

• Updated Website: A fully revamped and optimised website to enhance user experience and generate leads.

• Marketing Strategy and Plan: A well-defined marketing strategy and a comprehensive plan for effective implementation.

• Ongoing Integrated Marketing: Continuous execution and management of integrated digital marketing campaigns.

Avant Dental achieved remarkable results through their strategic partnership with TGA:

• Customers: Despite the challenges posed by the COVID-19 pandemic, the powerful new brand identity and digital marketing techniques proved highly effective in acquiring new dentist customers.

• Cost per Acquisition (CPA): The cost per acquisition for leads reduced significantly, down $1,400-$1,200 per lead.

• Customer Lifetime Value (CLV): The average Customer Lifetime Value increased, indicating stronger customer loyalty and retention.

• CRM Database Growth: Avant Dental’s CRM database experienced substantial growth, expanding from 900 to over 7,000 contacts.

• Revenue Growth: Avant Dental achieved and exceeded their target of 30% revenue growth for both FY20/21 and FY21/22. This momentum carried forward into FY22/23, where they experienced an impressive 58% growth in revenue.

• Market Share: They grew considerably faster than their competitors, effectively capturing a larger market share and moving from number 10 to number 4 in the market. 

In conclusion, Avant Dental were able to rise above a saturated market, becoming a leader in the dental lab sector. With a strong brand and united digital marketing, they achieved remarkable growth, widened their market presence, and established a solid foundation for lasting success. Avant Dental’s experience highlights how a well-executed, data-driven marketing strategy can drive a business to lead in the market and achieve lasting growth.