People will do just about anything to avoid having their teeth examined. It’s the thing of nightmares and horror movies. That fear, combined with the proliferation of online solutions for everything, has led to the rise of direct-to-consumer “braces”. So how does a group of brick and mortar orthodontic practices overcome those obstacles and take back the turf that traditionally belonged to them?
Starting with a new brand position of “Don’t just smile. Smile happy.”, we reshaped Smile Doctor’s visual brand experience to better align with the service experience — namely lots of positive energy, dancing, love, support and celebration. Through precise digital media targeting, we told stories customers could relate to and gave them strong incentives to give Smile Doctors a try.
Happiness reigns. In just eight months, the campaign generated nearly 30,000 initial consultation requests resulting in an overwhelming ROI of 720%. Best of all, Smile Doctors continues to chew up new territory, growing from 31 locations in five states to over 200 clinics across 14 states in less than three years.