Cleardent: Sinking their teeth into the market
In 2023, Cleardent, a network of dental clinics in Andalusia led by Dr. Cerezo, faced crucial challenges. With 34 clinics and a changing market, the company had to decide on its marketing budget and its most efficient allocation among various media, weighing whether to emulate the tactics of large chains or maintain its unique approach. This decision involved evaluating the effectiveness of channels such as television, social media and local advertising. In addition, Cleardent faced organizational dilemmas, particularly in terms of integrating or keeping the marketing and operations functions distinct. These decisions were key to its profitability and expansion in the competitive Spanish dental sector, where traditional clinics and specialized chains coexisted.
Collection: IESE (España)
Ref: M-1410-E
Format: PDF
Number of pages: 14
Publication Date: Nov 7, 2024
Language: English, Spanish
Description
In 2023, Cleardent, a network of dental clinics in Andalusia led by Dr. Cerezo, faced crucial challenges. With 34 clinics and a changing market, the company had to decide on its marketing budget and its most efficient allocation among various media, weighing whether to emulate the tactics of large chains or maintain its unique approach. This decision involved evaluating the effectiveness of channels such as television, social media and local advertising. In addition, Cleardent faced organizational dilemmas, particularly in terms of integrating or keeping the marketing and operations functions distinct. These decisions were key to its profitability and expansion in the competitive Spanish dental sector, where traditional clinics and specialized chains coexisted.
Read more
Year: 2022
Geographic Setting: Spain
Industry Setting: Health
Learning Objective
The Cleardent case is designed with several key pedagogical objectives in mind, suitable for both master's and executive education programs:
- Understanding marketing strategies in a competitive context: analysis and understanding of how marketing strategies are developed and executed in a competitive and constantly changing marketplace. This objective focuses on the critical evaluation of different marketing tactics and the efficient allocation of resources in various channels.
- Budget decision analysis: evaluation of the most critical budget decisions, particularly in the marketing arena. This objective focuses on understanding how to allocate a limited budget effectively to maximize ROI.
- Organizational and structural change management: exploration of how organizational decisions, such as team structure and department integration, can impact a company's operational and strategic effectiveness.
- Evaluation of growth and expansion strategies: study of how companies can grow and expand in a sustainable manner, taking into account internal and external factors, and how to balance growth ambition with operational and market realities.
- Reflection on corporate social responsibility (CSR) and business ethics: discussion of CSR in business and the ethical implications for business decision making, especially in a globalized world.
- Understanding marketing strategies in a competitive context: analysis and understanding of how marketing strategies are developed and executed in a competitive and constantly changing marketplace. This objective focuses on the critical evaluation of different marketing tactics and the efficient allocation of resources in various channels.
- Budget decision analysis: evaluation of the most critical budget decisions, particularly in the marketing arena. This objective focuses on understanding how to allocate a limited budget effectively to maximize ROI.
- Organizational and structural change management: exploration of how organizational decisions, such as team structure and department integration, can impact a company's operational and strategic effectiveness.
- Evaluation of growth and expansion strategies: study of how companies can grow and expand in a sustainable manner, taking into account internal and external factors, and how to balance growth ambition with operational and market realities.
- Reflection on corporate social responsibility (CSR) and business ethics: discussion of CSR in business and the ethical implications for business decision making, especially in a globalized world.
Leave your rating
"Cleardent: Sinking their teeth into the market"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Companies
Individuals