Ormco, headquartered in Brea, CA, is a global leader and innovator of orthodontic products and solutions to enhance the lives of our customers and their patients. For nearly 60 years, Ormco has partnered with the orthodontic community to help create over 20 million smiles in over 130 countries. Distinguished products range from twin brackets (Symetri™ Clear, Titanium Orthos™ and Mini Diamond™) to pioneering the self-ligating appliances with the Damon™ System (including Damon™ Q2 and Damon™ Clear 2). Ormco’s Insignia™ Advanced Smile Design™ provides an all-inclusive customized indirect bonding solution for increased clinical efficiency. Spark™ Clear Aligner System is designed to meet the needs of the orthodontist with the TruGEN™ material and 3D Approver software. From personalized service to professional education programs and marketing support, Ormco is committed to helping orthodontists achieve their clinical and practice management objectives.
Market Intelligence and Share Gain Strategy
Project Background & Overview
Ormco is focused on growing the business through expanding existing customer utilization and driving market share gains with competitive take. Ormco’s Wire and Bracket business reflects best in class products and has a strong presence in the marketplace. The organization’s commitment to customer centricity is a pillar within the organizational framework fueling long lasting customer relationships. Ormco also continues to innovate and bring to market new premium technologies such as the Damon Ultima System that launched in 2021 Q1.
The COVID pandemic beginning in 2020 resulted in changes within the orthodontic market. Restrictions and lockdowns altered day to day activities for consumers and new patient demand. The world adapted to the changes through different practices by leveraging technology to stay connected. This resulted in a significant ramp up in virtual meetings. The increased virtual presence created the ‘Zoom effect’ with consumers desiring to improve their physical appearance. Additionally, there were multiple economic stimulus payments issued within the US that supplemented the cashflow for consumers. The COVID restrictions along with unique dynamics in consumer activities resulted in an increasingly complex lens to understand the size and timing of new patients within the orthodontic market.
With Ormco’s focus on growing the business, the organization requires a comprehensive view on the market to clearly articulate the overall impact of the COVID pandemonic on current share as well as future orthodontic market projections. A deep understanding of the market will enable the commercial team to develop, deploy, and execute on strategies to continue accelerating growth and increase share.
Objectives Develop a wholistic framework to measure the orthodontic market and Ormco’s Wire and Bracket market share. Synthesize a cohesive framework that informs commercial leaders of the future market dynamics based on the continued recovery from COVID.
The Ormco Sales Operations Intern will partner with the Sales, Marketing, Finance, and existing analyst team to build out market intelligence insights. The position will be exposed to a broad group within the commercial team in order to gain key insights and inform the development of market intelligence.
Anticipated Sales Ops Intern activities:
Develop list of testable hypotheses in partnership with manager Partner with commercial stakeholders to collect and capture market intelligence Leverage data and visual tools to develop consolidated reporting Pressure test market dynamics and market share assumptions with senior leadership (L1 presentations, stakeholder interviews)
Deliverables Synthesize market data from multiple external vendor sources to measure total orthodontic market and Ormco’s market share Create a cohesive and compelling understanding of the orthodontic market recovery from COVID Develop a sustainable process to refresh market intelligence and share on a monthly/quarterly basis Create customer / competitor market share maps showing areas for opportunity Define specific recommendations to accelerate 2H 2021 growth leveraging market intelligence along with the 2021 competitive take and expand growth strategies
Must be currently enrolled in a MBA program
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Envista is a global family of more than 30 trusted dental brands, united by a shared purpose: to partner with professionals to improve lives. Envista helps its customers deliver the best possible patient care through industry-leading dental consumables, solutions, technology, and services. Our comprehensive portfolio, including dental implants and treatment options, orthodontics, and digital imaging technologies, covers an estimated 90% of dentists’ clinical needs for diagnosing, treating, and preventing dental conditions as well as improving the aesthetics of the human smile. Envista companies, including KaVo, Kerr, Nobel Biocare, Implant Direct and Ormco, partner with dental professionals to help them deliver the best possible patient care.
Envista separated from Danaher as an independent company in 2019. We brought with us the proven Envista Business System (EBS) methodology, an experienced leadership team, and a strong culture grounded in continuous improvement, commitment to innovation, and deep customer focus to meet the end-to-end needs of dental professionals worldwide. Envista is now one of the largest global dental products companies, with significant market positions in some of the most attractive segments of the dental products industry. For more information, please visit www.envistaco.com .