Marketing’s first town hall meeting
“We need to be the architects of brand transformation, not the ones promoting the hospital or running ads.”
“Advertising that makes customers buy and branding that makes them want to buy are the two keys to marketing,” said Kim Tae-hoon, deputy CEO of the company, at a town hall meeting at the marketing headquarters on the 14th floor lounge of Minish Dental Hospital on June 6.
The town hall meetings were the first time Kim shared marketing updates and brand strategy with employees. It will be held every two months from now on.
Kim first pointed out Minish’s brand positioning. Analyzing the customer journey to Minish, he emphasized that the top brand “Minish” should be imprinted in the initial contact stage.
We agreed on a phased approach to communication, introducing individual products such as White-Line one after another.
He also ordered a shift in the way content is created. “It’s not just about the celebrity, it’s about designing how that image works within the trust structure of our brand,” he said, using the celebrity model as an example.
For channel operations, he said, “We should avoid content that does not lead to search traffic,” and called for complementing SEO with AI. The company also plans to diagnose funnel disconnection, where the incoming DB does not lead to actual calls, as a cause of stagnant sales, and to increase the unit price and referral sales in conjunction with TC team-CRM.
He also laid out his vision for global expansion. “If Minish enters the 95% of blue ocean markets where there is no branded dentistry yet, we can grow by trillions,” Kim said. To do so, the company plans to invest an unprecedented marketing budget.
“The experience of building Minish into a global one-brand in this market will be a great success story in your career,” said Kim. He also promised open communication, saying, “If you have any difficulties, please don’t assume, but ask directly.”
