Total Freedom Dental Implants
"Let's just run some ads. That'll do it, right?"
A general dental practice in Phoenix said, "We want to run some radio commercials for dental implants" Which could have happened. But look at the dental implant landscape, and you recognize that it's dominated by a 600-pound national gorilla brand called Clear Choice. Slow Burn's advice was to forget merely advertising implants. Instead, create a new and separate brand that promises the prospect a better mode of care when it comes to dental implants. The brand that would compete directly with the 600-pound specialist gorilla was born: Total Freedom Dental Implants. With messaging that reflects the doctors' genuine knowledge of and affection for the patient, they went from zero to operating in the black in the first quarter.
Total Freedom. Confidence restored.
Real people telling the real story. They've been where the prospect is and know what the prospect is going through. And because of the dentists at Total Freedom, they're now enjoying their lives. No hard sell. No need. The truth, at least in this case, helped set people free. (And Ben became a minor celebrity.)
Explain the process without scaring off the prospect. Just saying the phrase "dental implant" makes people uncomfortable. And many websites in the category fill their pages with graphic, clinical, unromantic and scary-looking photography of the insides of patients' mouths. The solution? From an inviting layout to friendly, calming copy, everything on the Total Freedom site is designed to put the prospect at ease. Eschewing jargon and speaking as if to family is designed to get the prospect to call and make an appointment for a consultation. The doctors can seal the deal face to face.
After interviewing several dental implant patients, a pattern of questions and concerns became apparent. The print is designed to ask the prospects the same questions they were probably asking themselves. And the answer to these questions? Always, "It's going to be great."