Dental branding case study
A new website and branding for a London Dental Specialist
In early summer 2013, having sought and reviewed proposals from various UK companies, Dr Elaine Giedrys-Leeper selected Dental Media as her marketing project partner. The brief was quite broad but with the main elements including a new logo, a full suite of business stationery, a referral pack, banner displays, email marketing system and a new website.
One of the main foundations for the new visual brand was the development of a practice logo. Following detailed discussion with the client and completion of a thorough questionnaire, the Dental Media graphics team worked to research the client’s market, target demographic and competition.
This information helped the team to generate five concept designs for the client’s inspection and feedback. Each design was presented in different formats; on a sample business card, note paper and compliments slip to give the client the most realistic idea possible of how the finished design would look.
The client then selected a preferred design and after a couple of iterations of font style and colour schemes, the final logo design was completed. The final logo pack consisted of various logo formats with file versions suitable for web and high-resolution print work.
Practice stationery and referral pack
The underlying concept of the visual brand and logo was then extended out to generate a set of business cards, headed note paper and compliment slip for the practice.
The graphic design team also worked with the client to create a striking referral pack incorporating photographs of the practice and team, bespoke text and custom referral form; all designed to the printing templates requested by the client’s local printer.
Working to the client’s preferred printing format will make future printing cost-effective and convenient.
We also advised on the type of ‘stock’ (paper) to use to produce a professional and durable product at an affordable price.
Dr Giedrys-Leeper is a well-known dental specialist who hosts and participates in dental conferences and study groups in London. To assist with her presentations, Dental Media designed a prominent, portable display banner system incorporating the newly developed branding.
Email marketing system
Prior to contacting our team, the client used a standard email system for sending out simple emails to her contact list. We introduced her to the excellent ‘MailChimp’ system and developed a branded, re-usable email template for the practice to use. We also included a ‘join our newsletter’ sign-up on the new website, imported the client’s approved mailing list and configured her first promotional mail-shot. This was extremely well-received.
The new website
The client had been offered a standard website and complementary mobile site by other suppliers but sensibly opted for a new responsive design from the Dental Media web team. The new site is optimised for display on tablet and mobile devices without the need for a separate mobile version. This saves the client from having to update two websites and is also easier to manage for search engine optimisation.
Google ranking position
The website is already ranking well in Google, just 4 months after launch. Key search terms relevant for the client e.g. ‘gum disease London’ are already prominent on page one of the search results and generating new patient and referral enquiries.
We are already scoping additional techniques to improve the already impressive search engine results including options for regular blogging and use of social media.
The full project was completed to a clearly defined budget, extremely cost-effectively and to an exacting standard. As an indication of affordability, all elements were provided for less than the price some dental marketing companies quote for a simple website. Please contact us for more details and to see why a comprehensive project of this type might cost less than you think.
Many dentists find it much easier to deal with a full-service marketing provider who can provide a full range of affordable, consistent and complementary services. Whether you simply need a new website or a full brand development, please call us on 01332 672548 for a more detailed discussion and no-obligation advice.Google+