Simple for Your Life
Looking beyond customer survey responses can lead to breakthroughs in brand building, as evidenced by this brand strategy and campaign for Metro Dentalcare.
In 2005, Interval was approached by Metro Dentalcare — one of the largest dental practices in the Twin Cities — to create a brand strategy for its organization. Previously, leadership had relied primarily on patient surveys that showed “skill of the dentist” as the most important criteria for selecting a dentist. This led to the mistaken notion that “skill” should be the differentiating position for the practice.
Through Interval’s brand strategy process, leadership realized that, in fact, the convenience they offered patients – through such benefits as a large number of available clinics and specialists, night and weekend hours and block scheduling – was both more relevant to the decision-making of their customers, and the best opportunity for the organization to truly differentiate itself in the market.
Interval used those insights and others to develop a brand strategy and present it throughout the organization. The introduction of the strategy had immediate impact on the dental practice’s operations. For example, the purchase of a local dental practice offering only limited daytime office hours was tabled because it was not a match with the brand attribute of “convenience” valued by the organization.
While providing strategic guidance for the organization, the brand strategy also provided the framework for marketing and communications. A resulting brand campaign sought to communicate this differentiation point of convenient dental care on two levels, both in the content and the design.
“Not only do we say we’re convenient through the message points, it’s reflected through the simple and clear design. This campaign is worlds away from all the other dental advertising in the market.”
Candee Wolf, formerly Marketing Director, Metro Dentalcare