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 realized 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. This brand that could compete directly with the 600-pound specialist gorilla in the category, Total Freedom Dental Implants was born--reflecting the practice's genuine knowledge of and affection for the patient. The results? From zero to operating in the black in the first quarter.
Total Freedom. "Confidence restored."
Real relatable people telling their real story. They've been where the core customer is and know what they're 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 words "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 this site is designed to put the prospect at ease. Eschewing jargon and speaking to the prospect as family is intended to get folks to call and make an appointment. 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."