Case Study Series: Florida Denture Institute

Industry

Consumer Healthcare

Scope

Naming, Branding, Web Design

Results

A Fort Lauderdale, FL based dentist desired to migrate her practice from general dentistry to an exclusive focus on denture therapy. She would offer the Turbyfill Denture Technique, a unique and little-known method for creating highly customized dentures.

The challenges were significant: an essentially new practice with zero awareness or credibility and a superior but expensive procedure that virtually no prospective patients had ever heard of. This would require a quick “Aha!”

Using Merit Mile’s proprietary “BrandDemand Exploration” methodology, we conducted extensive competitive and market research. We recommended changing the name of the practice to Florida Denture Institute and developed a new corporate identity, including logo, positioning line and signage. Next, we designed, programmed, wrote and published a website for the practice, for which we continue to provide hosting and maintenance services.

The “Aha!” was achieved with an integrated campaign that encompassed collateral literature, email, PR and a tradeshow presence, along with comprehensive SEM/SEO programs, that drove patients, referrers and dental labs to the website. The site's home page uses animation, calls to action, and e-newsletter elements - and is bolstered by FAQs, before-and-after photography, patient testimonials, and “Denture ABCs” sections.

This campaign and prominent “institute” branding achieved instant category credibility and awareness. Today, Florida Denture Institute is the leading provider of high-end denture therapy within the South Florida market. And, as one of the nation’s best-known practitioners of the Turbyfill Denture Technique, is a thought leader in the category.