Case studies
Devon Dental Centre of Excellence
Brief
To reposition the practice as a centre of excellence reflecting its clinical expertise, comprehensive dentistry services, dentist training and mentoring services and state-of-the-art technology used at the practice.
Solution
A marketing plan was created to attract both new patients and referring dentists. A new brand identity was developed to reflect the Centre's growing status as a leading South West dental practice and this was the springboard to a series of successful marketing and advertising campaigns spanning direct mail, door drops, press ads and patient newsletters.
To further elevate the Centre's status, all patient communications were reviewed as part of a 'patient journey audit' and this led to the creation of a new suite of patient information leaflets and brochures, as well as new stationery and signage. A new website is in development.
A concerted PR campaign focused on increasing both local awareness of the range of dentistry services on offer and building national recognition for the Centre as a practice at the forefront of clinical excellence. As an ongoing programme, this includes media relations and articles in clinical magazines.
Patient numbers continue to rise and an extension to the premises has been completed. Additional clinical specialists are available to both patients and those patients referred by other dental practices throughout the South West.
The Liverpool Brace Place
Brief
Formerly Liverpool Orthodontic Centre, we were asked to help launch the new state-of-the-art orthodontic practice in Central Liverpool. Building on its reputation as a leading Merseyside referral centre, the requirement was to develop and implement a marketing plan targeting current patients, new patients and GDPs.
Solution
Together with the client, a comprehensive two phase marketing plan was devised – pre-launch and launch - to achieve maximum awareness, initial consultations and appointments for the practice.
An integral part of Phase 1 was the development of a new practice identity - to reflect a modern and professional practice and the warm and approachable team of orthodontic specialists.
Following the design of a portfolio of high quality patient literature and a referral pack was a multi-media programme of activity including direct mail, door drops, targeted PR, advertorials, a wedding fair together with bus sides and strategically placed posters in high footfall areas of the City – all designed to compliment web and e-based activity.
The launch was very successful and client was very pleased with appointments and referrals generated and the positive feedback from referring dentists in the Merseyside area.
Bicton Place Dental
Brief
To underpin the conversion from NHS to private, the practice wanted a more modern and patient-friendly image together with a range of professional on and off-line patient communications.
Solution
As well as rebranding the practice to give a fresh, clean, bright image, other initiatives were successfully implemented, to include an new website (timed to be ready for conversion from NHS to private and including lots of information on Denplan and the reasons for change). The communications plan for patients, which was very well received, included a personalised mailing together with enquiry pack containing a leaflet explaining the conversion, a helpful practice leaflet for new enquirers and a clear price list.
To ‘over arch’ the campaign was a local PR campaign which built awareness of the conversion and also celebrated Bicton Place Dental’s achievement of BDA Good Practice and Denplan Excel accreditation.
A smooth transition was achieved and the practice continues to build its local reputation as a practice of choice.
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