Molis Coaching

One of the world’s most accomplished Invisalign providers sought a new model that would allow him to train thousands of dentists on the practices he’d refined over two decades. He needed to provide an extremely high quality product that would outperform any other. It needed to be affordable, measurable, and engaging.

Align Technology had already taken steps to help providers increase case loads, deliver more efficiency, and operate more profitability. Distance-based training, phone support, conferences, and incentives were provided to dentists but were not moving the needle. The annual average Invisalign case load hovered below five pergeneral practitioner dentists.

We provided support from concept through delivery, including business, content, and educational strategy along side executive coaching throughout.

[$2M technology and design consulting fees over 3yrs.]

 

We focused on 3 primary areas…

  • Business and Technology Strategy
    Modeling and early market positioning supported negotiation with Invisalign and others long term.

  • Brand, Marketing, and Recruiting
    Elevating the experience from ‘one man’ to an institution while keeping a true luminary approachable.

  • Training and Community Design
    Educational strategy, targeted audience engagement and more contributed to a vibrant community.

 

Business and Technical Strategy

We partnered with Molis Coaching on all strategic business planning. This included financial modeling, market valuation based on unique positioning, holistic pricing strategies, technology platform evaluation, HIPPA compliance, affiliate negotiations, and rollout plans.

To find best-fit markets for Molis Coaching, we conducted a series of user interviews with General Practitioners and sales representatives and Invisalign executives.

Software Evaluation

Based on growth plans and expected team distribution, technologies included a number of pre-packaged options with planned integrations. With Kajabi as a ‘backbone’ in the model, we designed a bullet-proof technical structure that was affordable and scalable. Target audiences and staff were presented with beta prototypes and asked to respond to varying pricing models, content structures, etc.

 
 

Brand, Marketing, and Recruiting

Based on targeted persona definition, we assisted Molis Coaching in creating a brand identity to complement Align Technology’s standards while going head and shoulders above current membership-driven learning platform providers. We created branded marketing materials, promotional flyers, business cards, and more to help partners spread the word. Once these marketing materials were released, we tracked their performance to inform future efforts.

 

HNW Practitioner Recruiting

We concepted an all-inclusive immersive training experience for high-net-worth general practitioners who were ready to make a serious investment in transforming their practices with Invisalign. These elite professionals were offered invitation-only openings and with a sense of their experience delivered in high-production video. We scripted, directed, and produced from beginning to (one of numerous high-impact video productions).

 

Outsourced Marketing and Recruiting

Our team served as the Molis Coaching business development and customer management team. We have continued refining and supplementing the course with additional videos, affiliate offers, and visual assets and coordinated social interactions. S4DC is the primary interface between B2B sales representatives and has developed collateral to help push Molis Coaching out through this highly structured network.

 

Training and Community Design

We developed a comprehensive online Invisalign training course from course design through execution of 150+ video lessons, a full two-part 350-page textbook, downloadable assets, and social communities. We consulted on video and audio recording methods and equipment, and oversaw all course video content production from original capture through editing and production. We were also directly responsible for all live-online training and recruiting events as well as knowledge transfer to the internal team Molis hired as it built its core business on full time employees.

 

Self-Paced and Community-Based Learning

Instructional design provides content in three tracks that progress in complexity but can be learned simultaneously. Offerings are metered out monthly over a twelve month duration.

Communities are organized by learning goals and facilitated in coordination with participant skills as they progress on their journey.

 

Industry-Leading Plug-and-Play Education

With over $9M in revenue to-date, Molis Coaching has exceeded all expectations, including having a direct impact on Align’s stock price through easily provable case lift and market share.

This industry-leading Invisalign course built on a scalable cloud infrastructure across four unique service offerings now includes over 400 pages of technical textbook material, 18+ hours of video across 120+ videos, and over 300 hours of educational seat time.

We have distributed the product to over 50,000 general practitioner dentists through 450 regional sales representatives. Using this model, we also provided a baseline that can be expanded to similar market offerings internationally. Australia, Canada and the UK were first to open. Following these, China and numerous South American countries are also coming online.

The systems and scalability provided are keeping Molis Coaching resilient to all market impacts (including a complete pivot during quarantine), which we also fully directed and supported.