menu

Case study
strategic branding
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.

Researching direct competitors

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 that 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.

Brand Archetype

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.

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.

Solutions - Implementation of new experiences

Financial

Cashback

From any expenditure the client makes within the clinic, a portion is added to their "balance".

This way, the client can use this balance for maintenance and preventive procedures, for instance, ones they might not typically consider otherwise.

Installment payments
Clients desire quality services.

However, if they have a significant procedure or simply can't afford even a simpler one at the moment, they are forced to compromise on quality and opt for a clinic with lower prices.

This way, they might incur losses in the medium and long term, a fact confirmed by some patients who participated in the qualitative research.

Gift - electric toothbrush or oral irrigator
Customers who spend above certain thresholds receive a complimentary electric toothbrush or oral irrigator as a gift.

Free insurance / warranty
The clinic will offer a warranty if certain dental hygiene rules are followed.

Birthday gift
On the client's birthday, they will receive an SMS with a greeting and a gift in the form of money, which they can use within the clinic.

Customer Care

Experience at the dental clinic

Starting from the idea that the main issue when a client arrives is fear/anxiety, the goal of the new elements introduced in the experience is to provide them with the utmost relaxation and detachment.

Smell

We have utilized scent branding/essential oils for two reasons: to neutralize the clinical smell and to provide a sense of relaxation.

A study conducted by the Rockefeller University in New York suggests that people remember 35% of what they experience as a smell out of the total 100% of a memory.

VR Glasses

Although it initially seemed like a somewhat fanciful idea, with uncertainty about its implementability, we tested it during a procedure.

I was impressed by how much I managed to focus on what I was looking at, almost forgetting about the procedure.
Automatically, I had the perception that time passed much more quickly.

Sound

We installed speakers in the treatment rooms, playing relaxing music.

The interaction between doctors and patients

Here, we intervened very little because we discovered through research that the team interacts very well with patients.

Therefore, we introduced an additional element, addressing customers by their names during their first interaction at the clinic.

In addition, the team was expanded with a new person at the reception who also acts as a hostess, providing customers with a small welcoming treat.

Appointment reminder

To ensure that the client arrives for their appointment and to simplify their life/care for them, they receive an SMS reminder about their scheduled appointment.

Post-procedure assistance

Each client will be called after the procedure to ensure that everything is alright. Through this, we convey our care for them and also address any issues that might arise.

Customer support

We have set up a message on the phone system for situations when no one can answer at the reception or when calling outside business hours.

The purpose of the message is to ensure that the client doesn't feel that there's no one available. This brand signal reinforces the perception that we take care of them.

Brand Identity

Name

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.

Logo and colours

We used the tooth symbol because it's recognizable and classic in this industry.

However, we also convey the Caregiver message by making it resemble a heart at the same time.

The colors used are also from the Caregiver archetype.

They convey warmth / closeness, compared to blue and green (colors generally used in the field), which are cooler.

‘‘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

The text for each value will be featured on the new Aesthetic website.

Mission

The mission text was inspired by the brand identity up to this point, but it was complemented with the new strategy.

You will also find this on the website.

Implementing the brand strategy in communication

Website

We are currently in the process of redesigning the website with the new visual identity, as well as refining the content and brand messaging.

In terms of macro messaging, we have taken two main directions: highlighting the fact that we offer the most comprehensive services in the area, some of which are unique.

We've also emphasized the new benefits of the customer experience, along with the social responsibility aspect and testimonials.

In addition to updating the existing sections on the homepage with new texts and images, we've created a new section for CSR - Corporate Social Responsibility.

The website is under reconstruction with the new elements and will be available at the following address: https://www.aestheticdentalclinic.ro/

Education / CSR

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.

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.

Marketing / Communication

Next comes continuous marketing and dedicated campaigns, that will align with the new brand strategy and the customer attraction opportunities identified in the research.