Blank Dental Group
Brand identity development and marketing strategy for Ohio dental practice.by MODintelechy
Dr. James Blank, who was ready for his dental practices to better reflect his modern approach to dentistry and goals of expansion, turned to MODintelechy. From discovery and re-positioning to naming and strategy, our teams collaborated to create Blank Dental Group. In short, we got to work.
From initial discovery—stakeholder interviews, surveying, values alignment—we determined the existing brand sentiment to find opportunities for the then Advanced Dentistry brand to move forward. We then shifted perspective to an area of competitive analysis. Similarly-named dental offices were affecting brand equity and searchability, so the renaming process began. Advanced Dentistry became Blank Dental Group. Under its new name, the brand was able to not only stand out among other practices but speak to its breadth of service and, with four locations and counting—its regional presence. Of course, naming was only one factor of the analysis. Considering the messaging and design of other local practices, we identified the whitespace for Blank Dental Group to express their difference: attention to technology, patient-centered care, and dedication to industry change. We further positioned the brand with a developed messaging framework and visual brand identity—comprised of modern typography, sophisticated imagery, a distinctively warm color palette, and a newly designed logomark—to guide future marketing efforts. With a strengthened brand to stand behind, we moved into website design to make the brand stand out in the digital space.
Creative teams consolidated information from four existing websites, aligning content with the new messaging approach and organizing it for optimal engagement and interaction. Our development team then built a customized WordPress multi-site to connect users with the overall brand as well as their nearest Blank Dental Group location. We modified sections to accommodate graphic elements and created custom buttons, plug-ins, and page functionality for an overall seamless user experience. During this time, we were also managing the limitations and effects of the global pandemic. We worked closely with the Blank Dental Group team to communicate health protocols and market industry best practices with both email and website patient communications, all on a significantly reduced timeline. As the site progressed, we developed a multi-channel marketing strategy, including direct mail, email, social, SEM/SEO, and PPC campaigns for initial increased brand awareness to evolve into conversion-driven efforts.
Now, with a newly launched brand, cohesive infrastructure, and custom strategy, we continue to partner with Blank Dental Group in their growth and pursuit to reshape the dental landscape of Central Ohio.
- Largest Producing Week Achieved Post-Launch
- 1,035% Increase Social Engagements
- Increased Qualified Conversions and Lowered CPC by 48%