Our Dentists Make the Difference
Vision Fest discovery planning revealed that the strongest conversion tool for new customers has been a face-to-face meeting with a Dental Choice Dentist. With this in mind, we crafted a new brand tagline, “Our dentists make the difference”. This spoke to the quality of dentists that Dental Choice selects, without explicitly breaking any of the guidelines set out by regulatory bodies.
KPI’s were identified and an audit of current foundational marketing materials highlighted many areas for improvement. Key touch points such as the website, brand messaging, and advertising initiatives were not optimized to generate results. Tactics were detailed in the marketing plan accordingly to reposition these essential components. This kick-started our ideation process for the new brand campaign that would serve as the basis for Dental Choice’s re-introduction.
It’s no secret that most people do NOT enjoy going to the dentist.
In fact, 40-60% of the population suffer from dental anxiety. Our campaign does not shy away from this. In fact, it was this insight that helped shape our core idea and messaging. Our headlines reflect true statements that people are thinking or feeling about an upcoming trip to the dentist.
- Hate going to the dentist?
- Nervous about getting braces?
- Too busy to visit the dentist?
- Avoiding your hygienist?
The Dental Choice response – ” We get it. We can help.” This show of empathy lets the customer know that we understand them. No one wants to go to the dentist and get lectured about flossing or not coming frequently enough. Our campaign was built around the idea of leading with empathy and approachability. By meeting people where they are, we’re able to relate to their pain points, validate their concerns, create an emotional connection, and present Dental Choice as the solution.
We brought the campaign to life featuring a wide spectrum of personalities representing our target demographics and a range of dental needs. Our digital media buy was focused on targeting Residential, Downtown and University areas, so we selected a group of talent that could represent those demographics.
Raising the bar for dental websites.
Every industry creates its own ‘boring’, and the majority of dental industry websites fall into this category. Cookie cutter sites built on pre-existing templates and full of the same generic stock photography make up a large majority in the industry. This presented an opportunity to really stand apart from the competition.
The new Dental Choice website has been crafted using custom imagery to stand out from the crowd and provide an interactive experience that better reflects the ambitions and professionalism of the company. It’s also been built with the ability to easily and continually make updates in the future, ensuring that it remains engaging to users, relevant to Google, and optimized to encourage new patient inquiries. The new website also surpasses industry standards and best practices for site speed, accessibility, and other website performance metrics that will greatly impact not only its rating on Google but also its overall user experience.
With foundation marketing assets optimized, we shifted to activating the plan and driving patient inquiries.
Dental Choice was already fairly active on social media, however was experiencing relatively low engagement for their efforts. Our new social media strategy honed in on creating consistent and visually appealing content that would inspire engagement, while using all of the social media tools at our disposal. Reels, stories, and carousel posts were incorporated, and will continue to be monitored and updated to ensure that Dental Choice thrives on social media.
A strategic digital advertising program was at the heart of our marketing plan to drive qualified customers to the Dental Choice website. Research shows that almost 40% of patients say they choose or change dentists because of the office location. Our digital advertising strategy gives us the opportunity to target users in areas surrounding each office at the point that they are considering switching dentists. Search, display, social media and video ads are all working together to bring more customers into their sales funnel and to move patients already in the funnel further down into the buyers’ journey, ultimately leading to an increase in patient leads.
Check out the Dental Choice campaign at DentalChoice.ca, and book your next cleaning while you’re at it.