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Case study
strategic branding & marketing for Aesthetic Dental Clinic

Context

Aesthetic Dental Clinic is a dental clinic located in Târgu Mureș. It has been operating in the market for 14 years, during which it has consistently innovated.

As a result, it offers a complete range of services, some of which are unique in Târgu Mureș and rare in the region or the country, such as general anesthesia or specialized methods for children.

This innovative direction has been led by Dr. Aurel Mașca, who is also the CEO and owner of the clinic.

Objectives - business needs

The image contains the identity elements before rebranding.

The clinic's business objective is to attract more clients, particularly those seeking simple and routine interventions.

This is because, at the moment, the clinic heavily relies on clients undergoing complex procedures, some of which involve general anesthesia.

The brand objectives were:

Identity revamp:
this includes redesigning the logo, choosing new colors, revamping the website, and updating various physical materials like business cards and others.

Introducing new client experiences: this is aimed at enhancing customer satisfaction, fostering loyalty, and encouraging word-of-mouth marketing from existing clients.

Market research

I conducted a qualitative research with the clinic's clients to measure their satisfaction, identify what they like the most, what they don't like, and gather their suggestions, among other things.

Furthermore, I correlated the data with a quantitative online research conducted by Dr. Alexandra Mircea.

The most important conclusions from the market research are as follows:

For most people, going to the dentist is accompanied by a feeling of fear or anxiety.
Until a few years ago, even the thought of going to the dentist was painful.

Additionally, it's a matter of health, as someone is intervening in their body,
making it a very personal experience.
The experience with the dentist is extremely crucial.

Thus, it's essential to convey a sense of security to the patient throughout all stages of the experience.

From the website to the first interaction when making an appointment, what happens during the waiting time at the reception, how they are received by the dentist, how treatment options are explained, how they can handle the financial aspect of the procedure, post-procedure assistance, and so on.

Solutions for a better customer experience in dental clinics + 1 call bonus

I increased with 208% the number of new leads at Aesthetic Dental Clinic, through new branding experiences and marketing, all based on research.

Get access to over 10 new elements of brand experience, which you can introduce in the customer experience, for your dental clinic.

Easy to pun into practice, from financial easiness for the customers, to all the human scences, and how your team should interact with customers.

Competition

The competing clinics communicate similar benefits among themselves.

They all emphasize having experienced teams, advanced technology, and a comprehensive range of services.

However, they do not offer general anesthesia and specialized methods for children, which are unique additions at Aesthetic Dental Clinic.

One of the competitors highlights an additional aspect – that they provide minimally invasive procedures and a pleasant environment.

The colors used are standard in the industry, such as green and blue. In this regard, there is not much differentiation between them.

Brand strategy

The most crucial aspect for the client is to receive clear explanations about the treatment options, to be approached in a caring manner, and to be provided with attention and time.

Additionally, there's the fear of pain, even though it's irrational (dental procedures are mostly painless nowadays), it still remains a significant concern.

Various brand signals can be implemented to reduce their anxiety and shift their focus to something pleasant while waiting and during the treatment itself.

Therefore, we have arrived at a brand strategy, where customers will have an experience, which makes them feel, that Aesthetic Dental Clinic, takes care of them in the long term and on all fronts.

Holistic - on the financial aspect, maintenance and prevention - education, treatments, and types of services.

And most importantly, how the patient feels before, during, and after the procedure.

You've focused more on everything that doesn't pertain to the product/service itself and the patient's experience with the team, as the clinic is already performing well in these areas and significant changes couldn't be made.

In most cases, the medical services industry is automatically associated with the Caregiver archetype.

This means that customers also expect a nurturing personality when interacting with a brand in the medical field.

When we have a health issue, we need to feel protected, to have someone taking care of us.

Brand Archetype

Identification of the archetype

Following discussions with the CEO regarding himself, the business, the team, and after conducting archetype questionnaires, we have concluded that the brand's archetype is Caregiver.

Get access to over 10 new elements of brand experience, which you can introduce in the customer experience, for your dental clinic.

Easy to pun into practice, from financial easiness for the customers, to all the human scences, and how your team should interact with customers.

I increased with 208% the number of new leads at Aesthetic Dental Clinic, through new branding experiences and marketing, all based on research.

Solutions for a better customer experience in dental clinics + 1 call bonus

Brand Identity

It remained the same since the business has been in the market for 14 years.

It would have been a risky move to change it, even though ideally it might have been necessary.

Name

Logo and colours

Because the name is long and visually crowded, i made a visual highlight on the main word ‘‘Dental’’.

Also this move was made, because the clinic is offering all the dental procedures possible, and I had to move the focus on this, not on the word ‘‘Aesthetic’’.

The red icon is a symbol for strength and also is associated with Switzerland, who is perceived as safe, professional and reliable.

Dark blue is associated in the brand colours theory also with something safe, professional and reliable.

And that nuance of red from the icon, is associated with medical world, which also communicates perceptions linked with medical authority.

Mainly, in the dental industry are over used green and light blue, as colours. I chose something else for differentiation.

In the same time, red and blue with neutral colours from the brand palette, are giving a lot of mixing opportunities.

And a clean visual communication, because we can create the necessary contrast.

We take care of you.

It's a clear, simple, and meaningful slogan. It fully conveys the brand strategy and aligns perfectly with the Caregiver archetype.

It addresses the universal need that people have when seeking medical services.

At the same time, it's a familiar expression to everyone, something they often hear from their loved ones.

Tagline

Values

Empathy - Passion - Professionalism - Responsibility - Innovation

Visuals

Video

Being a Caregiver brand, we have established an area dedicated to social/community responsibility.

As such, we've decided to highlight this on the new website and to introduce several new social responsibility initiatives to strengthen this aspect.

In addition to these, we've also introduced the following two new elements.

Social Responsability

Free treatments for financially disadvantaged youths.

To support development, innovation, and community care, we offer 3 social scholarships lasting 2 years for financially disadvantaged youths.

Education

Organizing conferences on education for the general public (in high schools, schools, etc.) to inform people about what can be done in dentistry, including advantages and disadvantages.

Additionally, ongoing training for young dentists is consistently continued.

Solutions for a better customer experience in dental clinics + 1 call bonus

I increased with 208% the number of new leads at Aesthetic Dental Clinic, through new branding experiences and marketing, all based on research.

Get access to over 10 new elements of brand experience, which you can introduce in the customer experience, for your dental clinic.

Easy to pun into practice, from financial easiness for the customers, to all the human scences, and how your team should interact with customers.