Aiming to become a leading dental group in New Zealand is no easy challenge.
The Dentists were originally known as Laser Dentistry, and focused their value to its customers through the lens of technology. Founding directors, Adam Durning and AJ Rajasingham, were about more than straight white teeth - they had a genuine care about the long term health and happiness of their patients. As they were growing and acquiring new practices, focusing on delivering value to their patients through technology wasn't a strong enough backbone to support their growth ambitions.
BlueOcean was challenged to align one of New Zealand's largest and technology-based leading dental groups behind the founders values and deliver better outcomes for patients, driving growth. Shaping an organisation inside and out to deliver consistent value to its customers was no overnight task.
We began by understanding and capturing the founding values of The Dentists that led to shifting the organisations approach to dental care from products and features (lasers and technology) to what the customer valued. The customer journey was mapped out and value creation at each stage of their experience was identified.
Total oral health for life became the driver for everything The Dentists group did.
To align the organisation around its purpose and values and ensure consistent customer-centric service was delivered across all practices, a new brand was developed and a central space "The Hub" was created. It became the backbone for aligning consistent delivery nationwide by streamlining processes and structure.
KPI's were developed not around "how many patients were seen" but the value received. Patient satisfaction and delivery of service became the key indicators to whether the customer-centric approach was being delivered consistently at each practice.
By understanding the customer journey, the ethos of total oral care for life could be delivered. Clear processes for team members to follow, such as The Diag, ensured every single patient received the highest value of dental care possible beyond that just of straight white teeth, but their entire long term health and wellness.
The Dentists became your home for oral health for life.
See a sample of our favourite client success stories.
Challenge: To align six dental practices across New Zealand behind the founders values and deliver better outcomes for patients. To make the organisation less dependent on founders and ready to scale.
Approach: Define and document purpose, goals and patient value. Build a strong organisation and brand focused around customer centricity. Implement streamlined processes, systems and structure across all practices to ensure consistent delivery of highest value.
Challenge: Aligning strategy, sales and service to achieve growth in a market dominated by large and influential competitors and clients.
Approach: A strategic shift from equipment supplier to solutions partner. Redefinition and refinement of segmentation, targeting and value proposition. Sales and Marketing knowledge exchange to provide a two-way market feedback loop and shape communications execution.
Challenge: Shape an already successful organisation to become a fully-fledged hotel group, centred around the customer.
Approach: Internal stocktake of culture, systems and process from the boardroom to the broom cupboard. Market research. Value Proposition design. Processes, scorecards and objectives set at every level of the organisation. Brand refresh. Portal and property-level websites. Marketing comms execution.
Challenge: Help a business that had achieved light-speed growth to reaffirm their values before taking on big new markets where the competition already has a foothold.
Approach: Listen and learn the back story. Primary and Secondary market research to understand the end-consumer. A new value proposition, brand refresh, customer journey mapping and market penetration strategy.
Challenge: Client needed to stand independent from TOP10 holiday parks after heavily investing in upgrading their park to a holiday resort; and wanted to create long term growth strategy.
Approach: Clarify and refine a clear value proposition by shifting to their strategy from product to customer centric. Align marketing and digital to communicate value to target markets and distribution channels. Create a pricing strategy to maximise yield and occupancy.
Challenge: Take a business with incredible internal culture and turn it into a value proposition to gain competitive advantage in a red-ocean market. Attract and retain good-fit staff.
Approach: Understand the culture and leadership. Understand the customer. Develop a differentiated value proposition, translate through brand and take to market.
Challenge: An incredible property that was being sold as an overnight luxury lodge, rather than a destination in its own right, with some misaligned guest expectations.
Approach: Define who the customer is, understand their journey and develop a go to market strategy and positioning. Build a clear value proposition, a brand and an innovative digital strategy that attracts the right guests and is understood by trade distribution channels.
Challenge: Taupo based yachting excursion company suffered a terrible blow. One of their yachts ran aground, instantly halving their business potential. A new vessel was acquired but it didn’t fit the sustainability brand values. With the clock ticking towards summer an entirely new value proposition had to be developed to maintain their eco-friendly reputation.
Approach: Drive campaigns to target market segment. Develop new products and propositioning for new vessel while maintaining continuity with the over-arching brand.
Challenge: In an industry that is overwhelmed with travel options how does one luxury travel company stand apart from the others and increase bookings and dollar value of high net worth travellers?
Approach: Define the intrinsic value that our client offers outside of the “holiday package” market. Develop a separate strategy for the owner of the company as the definitive expert in the luxury travel market.
Challenge: Implement a new brand and grow revenue for a Wanaka based climbing business. Develop a long-term strategy to keep the business sustainable in an industry that has been predicted to decline.
Approach: Develop a guest focused strategy through emotional values rather than competing on product and price.