A Rebrand with A Target
SITUATION
Dr. Rath purchased her practice and had a clear picture of who she was targeting — 25-50 year old women who were health conscious and wanted to look their best. Dr. Rath had invested in offering botox as well as top-shelf veneer treatment and now wanted to get the message out.
Her dental marketing challenge was that the practice had been owned by a dentist that had never done much to promote cosmetic dentistry OR appeal to women. So eve though she bought an established practice, it was as if she had to build a new one from scratch.
PROCESS
We strongly believe that the best branding is derived from an accurate and compelling definition of a business’s culture, their TRUE mission, vision, and values. After spending time with Dr. Rath and learning about her life, we learned how innate her desire to nurture is. She loves spending time with her family, picking wildflowers, and helping people bloom in their life. This gave us all the information we needed to start developing multiple concepts that represented her, and appealed to her target market.
CULTURE
SLOGAN (abbreviated mission statement / your BATTLE CRY)
“Nurturing Your Smile”
MISSION (WHY you do what you do)
“We nurture our patients’ smiles and build lifelong relationships through comfortable, compassionate, and science-driven dental care.“
VISION (WHAT success looks like to you)
“To be Billings residents’ first choice for exceptional family dental care AND top-quality cosmetic solutions.”
VALUES (HOW You Act)
- LISTEN FIRST – We listen to our patients to understand their dental needs and build trusting relationships
- CONTINUING EDUCATION – Stay at the forefront of science-driven dentistry
- RESPONSIBILITY – Always do what’s best for the patient and allow our team members to have autonomy to do what is right
- COMMUNICATION – Communicate with the team and patients with transparency
- HOLISTIC APPROACH – Be mindful of the entire body when treating one’s oral health
- SOLUTION ORIENTED – We always present solutions for the identified problems
IDEATION
Though the previous dentist used a type of lotus flower concept as their logo mark, we had no intention of keeping a flower. But as we really got to know the doctor and understand what is important to her, we had our Harry Potter moment (“the wand chooses the wizard”). The Montana state flower is the bitterroot flower (Lewisia Rediviva). Its noteworthy distinction is that the plant can go completely dormant during long and dry months, then revive (rediviva) and bloom when it has access to water. Dr. Rath also enjoys picking wildflowers in Montana with her daughters. Her passion in dentistry is bringing smiles to life through nurturing care. BOOM. Perfect fit. The image of bitterroot flower wonderfully tells her brand’s story and is visually appealing to her target market. We also took the time needed to work through different name ideas to complete the presentation. We landed on “Radiance” and Dr. Rath was thrilled.
(Check out her branding on her website)
FINAL PRODUCT
MAKEOVER YOUR MARKETING
Want to elevate your own practice’s marketing and start attracting your ideal patients? Book a free consult with us now to see if we’re a good fit for you.
