How a Dental Clinic Became Kerala's Most Viral Brand

About this episode

In this episode, Dr. Mazvin Nihal and Minhajul Haque, the founders of Amend Dental, join host Shan A Salam to discuss how they built one of Kerala's most visible and viral healthcare brands. They share their transition from basic social media posters to investing in full-funnel digital marketing, performance ads, and high-production content campaigns with agency partner Haris&Co. The founders explain how entertaining and relatable content removed the fear associated with dental procedures, sparking massive inbound demand for clear aligners. They also detail the impact of authentic influencer partnerships, direct founder oversight of Google reviews, and their strategy of paying premium salaries to attract skilled doctors. Finally, they talk about catering to Gulf dental tourists with flexible clinic hours, dominating local physical spaces through massive bus station hoardings, and laying the groundwork to scale Amend Dental into a direct-to-consumer aligner brand across India and the Middle East.

Key takeaways

1. 1Combining entertaining, emotionally resonant storytelling with performance marketing can eliminate patient fear in traditional healthcare services.
2. 2Founders should personally monitor and resolve negative online reviews to preserve service quality and brand trust.
3. 3Paying well above industry-standard salaries enables clinics to recruit elite dental talent and deliver exceptional patient satisfaction.
4. 4Influencer collaborations yield the best return on investment when creators genuinely experience the treatment and share honest results.
5. 5Establishing a distinct clinical specialty, such as rapid clear aligner delivery, creates a strong competitive advantage in a crowded market.
6. 6Complementing online campaigns with high-impact outdoor hoardings at major transit hubs accelerates regional brand authority.

Chapters

1. 0:00Recap
2. 3:00Introduction
3. 4:02Journey
4. 5:57Started doing something
5. 8:53Where did Minhaj connect from?
6. 11:55Initial marketing time
7. 21:48Did they start Paid ads in the first month?
8. 24:05How did content help in growth?
9. 28:50How did they manage performance marketing?
10. 30:50Connection with Min
11. 37:50About Dental industry salary
12. 42:52Why Hananshah ?
13. 46:20Finding Arabs
14. 47:38What about the first outlet?
15. 52:07GMB (Google My Business)
16. 53:30Hoardings