Challenge:
How to create a brand that would set Dr. Dana apart as a leader in Orthodontics in an industry that traditionally does not advertise beyond the yellow pages.

Solution:
Dr Dana had been a dentist for two decades in Salt Lake City. He was moving into orthodontics in two separate offices and hiring other doctors. At the same time he was implementing a new brace technology that straightens teeth in significantly less time than traditional braces. His goal was to have both offices running at capacity within the year.

We immediately researched with existing patients why they chose Dr. Dana, and what they liked most about him. Our research showed that the parents were concerned primarily about price and value. The patients (both young and old) were concerned about how long they would wear their orthodontics. Both thought Dr. Dana and his staff were 'fun' people.

The message in all advertising including newspaper print and :30 TV spots were informative primarily toward the short time required to wear the braces, and secondarily towards the economical price of the braces.

Because our research showed that female adults were making a majority of the appointments, we chose our media to air during daytime news, game shows and talk shows. This turned out to be a very fortunate ROI in that a thirty-second spot (placed for about 500 dollars) during Oprah would instantly generate about 5-8 calls, and starting treatment for as many new patients. At 3,000 dollars per treatment, each ad generated about 20,000 dollars worth of new business.

Dr. Dana has opened a third office and is planning a fourth office soon. Dr. Dana has taken a little heat from his competition due to the fact that they are now seeing a need to set aside money for an advertising budget, something they have never had to do in the past.