How Might We…effectively advertise and build the brand of a new at-home dental care practice, ensuring it resonates with target audiences, highlights the unique benefits, and establishes trust in a competitive market?
ROLE
Project Manager
Designer
Advertising & Brand Promotion
Branding & Identity
Marketing Research
User Interviews
3 months
Cleary Place Dentist strives to create a private and comfortable experience through at-home dental care services, ensuring that patients are protected from infection, able to eat their favorite foods, and smile with confidence! As a new business, Cleary Place Dentist lacks brand awareness. Additionally, the majority of the target market is unfamiliar with the specific type of service offered—at-home dental care.
Objectives
Business Objective:
To build Cleary Place Dentist’s customer base, generate profit, and increase bookings/inquiries for CPD’s services.
Advertising Objective:
To build awareness of portable dentistry/at-home dental care by creating a value proposition based on being accessible, convenient, and patient-centered.
Situational Analysis
Industry Overview
Growing Market Opportunity
The global dental market is projected to grow from USD 36.08 billion in 2022 to USD 65.23 billion by 2030, driven by dental tech advancements and aging populations.
Innovative Service Delivery
At-home dental care offers a convenient alternative to traditional visits, using portable tech to deliver services directly to patients.
Growing Market Demand
Growing demand for geriatric and accessible dental care positions at-home services to capture a key market segment.
Competitive Analysis
Cleary Place Dentist faces competition from both large companies and solo practitioners in the at-home dental care market.
Major competitors like Enable Dental and Jet Dental emphasize convenience and transparent pricing, with some also offering specialized services through mobile apps, appealing to niche markets like geriatric care.
Among solo practitioners, Dr. Lisa Thompson shares a similar focus on community health and senior dentistry, while others, like Dr. Charles Seitz and Dr. Jason Outlaw, operate in different areas of dentistry, reducing direct competition.
Despite these competitors, Cleary Place Dentist can differentiate itself through its unique approach to providing personalized, at-home care.
Target Audience
Key Insights
Demographics
People with Disabilities: At-home dental care reduces physical and transportation challenges for those with mobility issues.
Elderly Individuals: Seniors aged 60+ benefit from comfortable and convenient care to prevent age-related oral diseases.
Currently, when at-home dental care is mentioned, people:
Think at-home dental care is a foreign concept, and there is skepticism about the quality and setup
The dental services are like those you are familiar with at the clinic, but there is still uncertainty about its price, effectiveness, and professionalism
Question the range of services that are able to be offered and the pricing model
We want them to think:
Cleary Place Dentist offers unparalleled convenience without compromising on the quality of care
The key to what makes our services stand out from traditional dental services is their convenience, accessibility, and personalized care
Personas
Pain Points
Limited Mobility
Elderly people and people with disabilities often experience difficulties in getting to and from the dentist due to limited mobility or lack of transportation.
Accessibility
There is a gap in the provision of services specifically for the convenience and comfort of these groups, especially in the provision of flexible and easily accessible dental care.
Campaign Strategy
Single-Minded Proposition
Cleary Place Dentist offers high-quality dental services in the comfort of your own home, providing the same quality of care as a traditional dental office at an equivalent price.
Positioning Statement
For people with disabilities or mobility challenges and elderly individuals, Cleary Place Dentist is an at-home dental care provider that delivers high-quality care. Ranging from routine check-ups to specialized treatments, patients can receive professional dental care with the convenience of staying at home – because everyone should have access to quality dental care.
Media Strategy
Big Idea
Personalized Dental Wellness, Right at Your Doorstep
Your Place. Your Dentist.
Redefine your dental experience with Cleary Place Dentist. CPD brings professional oral care to you, eliminating the challenges of transportation. Tailored for seniors and individuals with mobility challenges, our at-home services ensure unparalleled accessibility, privacy, and convenience.
The Big Idea we focused our campaign on…
Emphasizes practice’s core value of accessibility, aligning with Cleary Place Dentist’s philosophy
Meets essential needs for convenient care, targeting seniors and individuals with mobility
Offers patients greater autonomy and flexibility
Ensures a warm, personalized experience, consistent with the campaign’s focus on care, comfort, and convenience
Addresses market gap by providing easily accessible dental services, fulfilling the client’s aim to introduce and spotlight innovative solutions
I collaborated with the client to develop a cohesive visual identity for Cleary Place Dentist, focusing on colors, typography, and visual language that embody the brand’s desired values of being approachable, elegant, and classic. We selected a purple tone as the primary color, drawing on its associations with dentistry. With this visual identity in place, we then created six different media vehicles to effectively advertise Cleary Place Dentist.
Community Organization Outreach
Key Performance Indicators: How many community members, through our outreach efforts, have become new patients? How many partnerships have we formed with local community organizations?
Print Ad (Direct Mail)
Print Ad (Magazine/Newspaper)
Key Performance Indicators: How many people receive and/or subscribe to the publication? What is its reach? Did website traffic and inquiries/bookings increase?
Social Media Post
Key Performance Indicators: How many clicks and impressions were gained? How many likes and comments?
Website
Key Performance Indicators: How many clicks were generated? How many inquiries/bookings originated from website navigation?
Radio Ad
Key Performance Indicators: How many calls/inquiries were received following the release of the radio ad?
Key Takeaways
Cleary Place Dentist will strive to transform the experience of dental care through at-home services that ensure accessibility, privacy, and convenience.
Emphasize that the services as being especially tailored to meet the needs of older individuals and people with mobility challenges.
Highlight the professionalism and trustworthiness of Cleary Place Dentist that guarantees high-quality services in the private setting of a patient’s home.
Bring attention to how at-home dental services eliminate the commute and wait times for traditional dental appointments, therefore giving time back to individuals.
Recommended Next Steps
Professional Media
Capture high-quality photos and videos to showcase at-home dentistry and portable dental supplies.
Brand Consistency & Visibility
Implement the new color palette across all platforms and utilize Google Ads to boost visibility.
Strategic Marketing Support
Invest in marketing agency services, address language barriers, and explore grants or financial support.
