Teaching Case: Straightening Smiles and Strategies: Orthodontist Targets New Markets Amid Population Shifts

Overview Bosonac Orthodontics faced a challenge as the technology-averse and highly conservative Orthodox Jewish community flocked into Lakewood, New Jersey, leaving their treatment chairs unoccupied. To maintain their position as the leading dento-facial provider in Ocean County, the practice needed to revamp its marketing strategies and make crucial decisions regarding target market selection. This case is ideal for undergraduate students in Principles of Marketing, Advertising, or Consumer Behavior courses. Sudents will apply their understanding of the 4Ps of marketing, target marketing, and segmentation to a real-world business scenario. Students will analyze demographic trends, explore the values and beliefs of a unique subculture, and develop innovative marketing strategies to effectively reach this secondary target market. They must also consider how to align marketing mediums and strategies with the chosen target audience. Learning Outcomes 1. Analyze population trends, evaluate best practices in target marketing, and provide recommendations for market selection. 2. Assess the effectiveness of newspaper marketing and propose alternative strategies and improvements.