Royal

Brief – Confidential (For Digital SMM, SEO)

Company Profile:

Royal Dental’s facility, equipment, sterilization process, interior decor matches the
high International Standards of Dental Care & Services. Patients can see their cavities, decay, tartar,
etc. before treatment & thereafter, during & following treatment on the Computer Screen & can
also be supplied with a copy of their record on a Computer CD.

USP:
Advanced and Largest Centre in Mumbai for Same Day Teeth Fixing With Implants & Straightening
& Beautification of Teeth in 1 Day

Doctors:
Dr. Arun Chamria has advanced in surgical techniques in Dental Implants at Germany under Dr.
Manfred Lang and thereafter had advanced training for fixing implants in a poor bone at Los Angeles
under Dr. Parel and Dr. Peter Moy. He also undertook training in ethical practice management at
Los Angeles, and also worked under Dr. Dahlberg and others; at Sweden University Hospital and
learned, innovative technology in sinus lift and other advanced surgical techniques.
He was also the first Indian Dentist to be associated with Computer Guided Implantology and
learned the technique at Grenoble France much before the said technology being introduced.

Dr. Chirag completed his BDS from DY Patil Dental College Mumbai, India. Is now currently a resident
of Oral & Maxillofacial Surgery in Mumbai. Dr. Chirag has done advanced studies in cancer surgery
from University Medical Centre of Netherlands, Europe and advanced studies in Salivary gland-
Sialography from University of Switzerland at Geneva.

Dr. Cherry Chamria Sureka did her graduation and post-graduation from Mumbai in Periodontology
and Implant dentistry. Her scientific paper was acknowledged and accepted by the most prestigious
institution – Euro Perio at London in 2015. She has undergone specialized training in microscopic
endodontics & save your teeth from University of California-Los Angeles, USA.

Products: (Not limited To the following)

A) Preventive Dentistry
Occlusion Rehabilitation, Oral Prophylaxis, Brushing Habits, Oral Hygiene, Pediatric, Provisional
Splinting, Fillings

B) Rehabilitative Dentistry
Dental Implants, SAP Teeth, Jaw Alignment Surgery, Pulp Therapy

C) Cosmetic Dentistry
Beautification & Straightening of Teeth in 1 Day, Cosmetic dentistry , Fixing of Teeth , Prosthesis

Task:
To increase our internal capacity from 5% as of today to at least 50% through the help of
SMM SEO activities.



Marketing Objectives: (Not limited To the following)

1) Improving Search Engine Ranking – By increasing reach in the Sec A category of potential patients
who may need oral treatment and care. Also Explore Digital media and Strategize Strong Digital
Campaigns for Royal to be developed for National and International prospects.

2) Increase brand awareness about Royal and strengthen communication on our USP –

Advanced and Largest Centre in Mumbai for Same Day Teeth Fixing With Implants & Straightening
& Beautification of Teeth in 1 Day

3) More drivers for CTA to website, email, call number - Reach our TG through PRINT, DIGITAL,
BANNER ADS, CAMPAIGNS, SEO, CONTENT MARKETING and all other sources to create brand
synonymy with beauty and care on same day.

4) Collaborations can also support programs that require combined efforts of social service,
education and health care services at state and local levels.

5) More targeted and relevant Traffic on websites -
Website(s):
RoyalDentalClinics.com 
RoyalImplant.com 
SAPTeeth.com 


1.Background:

a. Category:
(Market/Brand scenario, issues facing the brand/market today)

For a population of over 1.2 billion, there are currently over 3,00,000 dentists, which include 50,000
specialists practicing in different disciplines in the country.

Every year approx. 15,000 new practices start in the country. There are more than 5,000 dental
laboratories in India

Dental Tourism forms 10 percent of the total medical tourism industry and is projected to grow at
30 percent per annum by 2015.

Over 80% under 15-year- have caries and 40% suffer from malocclusion.

The market has grown at a CAGR of 5% in the last 5 years.

We have 30+years of existence in Dental practice. When it comes to dental clinics, there are popular
names in urban set up that are sought after by most consumers. Dentzz caters to high-end
consumers, and Signature Smiles, Sabka Dentist cater to the mid-end consumers which provide
dental solution for masses.

The category is cluttered in terms of marketing on print, media, content.

In our category our USP is revolutionary and is indefinitely unique, our spread across approx. 5000
sq ft from each center is vast, our capacity of 12 Dental chairs with latest machines and tech-driven
work is insightful. We have niche segment of prospects and our pricing is premium.
b. Brand: (Not limited to the following)
(Introduction, Features & Benefits, past promotional activities)

Royal Dental Clinics has been in the Dental practice for 30 years. They have been pioneers in
revolutionizing dental technology in India with their unique services like Same day teeth fixed with
dental implants, Straightening and beautification of teeth in one day.

Our Infrastructure and Technology is world class and we have in-house facilities like CAD-CAM
Machine, OPG Scanner, 3D-CBCT Scanner, 3D Printer, 12 Dental Chairs with high capacity and high
speed accurate equipment along with Day Care Facility for patient comfort.

Till 2012 we had 70% patient flow from Print and 30% from WOM. In recent years we have 70%
patient flow from and 30% via print communication. Earlier print would give us almost 600
prospective calls per month as a result of which yearly patient conversions were 1400+. Now print
gives us 50 calls per month as a result of which yearly patient conversions are 250+.

Currently, there are few or no new patients that are directed to the clinic on a daily basis. The clinics
are operational at 2 locations: Kandivali & Malad. Our capacity utilization in terms of space and
resources is average 5% and we need this go up to at least 70% by 2019 end.

USPs:

Royal Dental Clinics cater to a niche set of consumers who are looking for quick turnaround. 30% of
the patients are from abroad who along with local patients are looking for “1 day treatment or
beautification” – by same day fixing of teeth.

With the advent of new technologies, we have launched SAPT technique to our existing portfolio
and we see it giving greater results for patients. Based on researches it can be concluded that the in
ceramic teeth, Porcelain teeth, Ni-Cr metal teeth, titanium teeth exert stresses on bone about 24
times to 149 times more than these polymers. This difference results in shock absorbable capability
of these polymers when compared to other materials. The implant and jaw bone is relaxed under
the crowns made in polymers when compared to other materials. Therefore, in patients with weak
bones or having lower calcium percentage also; the use of these polymers is recommended. Our
team of Dental Surgeons at 'Royal Dental' uses these polymers and has named this technique as
'SAPT' technology. SAPT means 'Shock Absorbable Permanent Teeth'.

Our Infrastructure and Technology is world class and we have in-house facilities like CAD-CAM
Machine, OPG Scanner, 3D-CBCT Scanner, 3D Printer, 12 Dental Chairs with high capacity and high
speed accurate equipment along with Day Care Facility for patient comfort.
We provide Consultancy from Dental experts @ INR 1,500. Includes detailed written Treatment Plan
with options with main focus on prevention of dental problems.

2.Competitive Set: (Not limited to the following)

Royal Dental has no direct competition in terms of the USP and start of art facility offered. However,
there are other popular chain of dental clinics like Dentzz who do good marketing of their practice
(Website/On-call services/Take part in conferences and Awards) and provide free consultancy and
goodies to same niche segment that we cater to. Dentzz had started operations in Dubai which gave
them a global presence. They have strong testimonials which may help generate more footfall.
Signature Smiles, Sabka Dentists, Pradhan Clinic too exist to name a few but our segment is not
same as theirs.
 3.The Target Audience:

SEC A patients looking for quick solution when it comes to dental implants and other oral or cosmetic
solutions.
Cities: Mumbai, Ahmedabad, Varanasi, Jaipur, Goa, Rajkot, Jamnagar) 
 + Abroad
Age Group: 25-35, 45+years 


Pin codes Priority – Within Mumbai City
400001 - Crawford Market 400035 - Raj Bhavan 400061 - Andheri West
400005 - Colaba 400032 - Mantralaya 400062 - Goregaon West
400006 - Kemps Corner 400049 - Juhu 400063 - Goregaon East
400007 - Grant Road 400050 - Bandra West 400064 - Malad West
400008 - Mumbai Central 400051 - Bandra East 400065 - Goregaon East
400014 - Dadar East 400052 - Khar West 400066 - Borivali East
400018 - Worli 400053 - Andheri West 400067 - Kandivali West
400020 - Churchgate 400054 - Santacruz West 400068 - Dahisar
400021 - Nariman Point 400055 - Santacruz East 400069 - Andheri East
400023 - Fort 400056 - Vile Parle West 400071 - Chembur East
400024 - Kurla 400057 - Vile Parle East 400072 - Andheri East
400025 - Prabhadevi 400058 - Andheri West 400074 - Chembur East
400026 - Kemps Corner 400059 - Andheri East 400090 - Goregaon West
400029 - Santacruz East 400060 - Jogeshwari East 400076 - Powai
400030 - Worli New 400098 - Santacruz East 400091 - Borivali West
400102 - Jogeshwari West 400099 - Andheri East 400092 - Borivali West
400103 - Borivali West 400101 - Kandivali East 400093 - Andheri East
400104 - Goregaon West 400096 - Andheri East 400095 - Malad West
400097 - Malad East

4.Campaign Objective: (Not limited To the following)

1) Increase reach through big campaign idea across Mumbai and Internationally.
2) Increase direct footfall of patients and enhance value creation in patient journey.
3) Strengthen awareness on Royal Dental not just via BTL activities but also create presence on social
media via blogs, FB, Instagram etc.
4) Campaigns must be insightful and reaching our target audience to be able to convey about Royal
and its values.

5.Key Consumer Benefits/USPs:
(What are the key/differentiated consumer benefits?)

Treatments: Digitally planned & guided procedures for T/T of patients through the help of have in-
house scanners, 3-D imaging system (CBCT-OPG-CEPH), 3-D printers (FORM LAB), CAD-CAM
(EXOCAD, HYPERDENT, MILLING) which makes the treatment more success oriented, efficient &
capable.

Complimentary Consultation: Additional Consultation by our Dental experts
Complimentary Cleaning: Post 1 month from Treatment date - includes polishing, cleaning &
whitening
Same day teeth fixed with dental implants, Straightening and beautification of teeth in one day.
6.Deliverables: (Not limited To the following)
• On page optimisation of the website is essential keeping in mind the SEO requirements.
• More aggressive engagement on social media

• Creation on blog page - We would focus on developing content (written articles, graphics and
videos) and this can help us in developing our brand and also in our SEO and SMM activities.
• In-depth Site Analysis
• Initial Backlinks Analysis
• Keyword Research - Targeted keywords that will produce the highest volume of traffic, Good
conversion rates to increase our ROI 

• Robots.txt Creation/Analysis
• Google Analytics Account Creation/Analysis
• XML Sitemap Creation
• Social Media Forum Posting with likes comments etc.
• SEO for the website (On Page and Off Page): Incorporate selected keywords into existing web
pages, Adjust the keyword needed to achieve top ten rankings, Edit and optimise the most
important areas within website page, Baseline / Monthly Ranking and Status Reports
• Pay per click campaigns across Face book, Google search, Insta and other internet networks.
• Social Media:
YouTube – Ads, Before after videos, Walk through of clinic/guided tour, Treatment explanation,
Patient Education
Facebook & Instagram – Ads, Branding Posts, Motivation Posts, Announcements, Did you know, Call
to Action
Google Adwords and SMS Marketing

S No. Our tentative Keywords Plan
1 Dental X Ray Centres
2 Rhinoplasty Doctors
3 Prosthodontist Doctors
4 Implantation
5 Implantologist Doctors
6 Oral Maxillo Doctors
7 Dental Surgeons
8 Cosmetic Surgeon Doctors
9 Orthodontist Doctors
10 Cosmetic Dentistry Doctors
11 Maxillofacial Surgeon Doctors
12 Endodontist Doctors
13 Pedodontist Doctors
14 Periodontist Doctors
15 Doctors For Dental
16 Doctors For Dental Implants
17 Same Day Teeth Fix
18 Beautification In One Day
19 Invisalign Orthodontist Doctors
20 Root Canal Doctors
21 Dental Clinic