Company Overview: A leading dental clinic, ranking in the top 3 for monthly implant installations in its market, used the Advanced Jobs To Be Done (JTBD) methodology to restructure its product and advertising, resulting in a 40% conversion increase and 37% revenue growth.

This case study, shared by Paul, the managing partner, highlights insights from the “How to Build a Product” training, with commentary from the trainer, Ivan.

Initial Challenges

From 2018, the clinic struggled with stagnant growth, barely avoiding closure with monthly revenue of $50,000–$60,000. By 2021, intuitive targeting of high-value clients drove revenue to $375,000+ monthly, but this was achieved by copying competitors without clear strategy. Paul lacked understanding of segmentation or value creation, relying on intuition and competitor features, making it unclear how to improve advertising or product to boost conversions and revenue.

Identifying Key Segment with JTBD

During the training, Paul learned JTBD algorithms for solving business challenges, including segment identification. The clinic:

  1. Conducted JTBD research with 22 interviews.
  2. Identified the largest, most profitable segment.
  3. Generated value hypotheses for advertising and product development.
  4. Tested demand through updated advertising and product offerings.

The chosen segment: Patients needing major dental restoration in one day

  • Job: When I have multiple dental issues but limited time, I want to fix my teeth quickly to chew normally and feel confident.
  • Key Value: Speed of treatment (same-day results).
  • Why Chosen:
    • High average spend ($3,750–$5,000), the highest among segments.
    • High profitability and low competition.
    • Clinic’s ability to deliver same-day treatment.

Other Segments Considered:

  • Braces/aligners: Lower spend, longer treatment cycles.
  • Single tooth issues: Lower spend, complex treatment plans.
  • Pediatric care: Less appealing due to specialized needs.

Ivan’s Commentary: The major restoration segment was ideal for this clinic but not universally optimal. JTBD prioritizes segments offering the highest ROI with minimal competitive risk, factoring in segment size, client budgets, competition, and the clinic’s capabilities. Another clinic might target pediatric care if competitors overlook it and expertise is developed.

Strategic Changes

The clinic restructured its product and advertising:

  • Renegotiated with dental labs for faster workflows and launched a mini-lab for efficiency.
  • Introduced sedation dentistry (treatment under anesthesia).
  • Focused on same-day treatment: Patients arrive in the morning and leave by afternoon with restored teeth.

Business Results

By May 2024, after refining advertising and the product:

  • Conversion rates increased by 40% (ad-to-visit: 42% → 51%; visit-to-sale: 49% → 57%).
  • Revenue grew from $475,000 to $662,500 monthly, a 37% increase.

Paul’s Reflection: “JTBD gave us clarity on our clients’ jobs and value priorities, boosting successful hypotheses. We now dismiss ideas that don’t align with our segment’s needs.”

Ivan’s Commentary: “Paul’s focus on an economically attractive segment and value-driven product showcases how JTBD drives growth and competitive advantage.”