An established, award-winning local dental practice that focuses on spa dentistry and next level comfort went through a rebrand and new website launch to better align the practice’s offerings with its environment.
The client approached Workshop Digital to:
- Drive local awareness to promote their new brand
- Showcase growth in practice space and staff
- Promote an inaugural event
- Develop a targeted grassroots outreach campaign
- Improve their website’s authority to support SEO strategies
Digital PR directly informs prospective customers through trusted, authoritative media coverage.
We developed a 12-month Digital Public Relations plan that was broken into three distinct phases to support the client’s key objectives.
- Drive awareness around the new practice name
- Increase recognition through goodwill in the community
- Target new patient acquisition
Phase 1: New Brand Recognition
Our Digital PR team built a month-long strategy to share the rebrand announcement around the launch of the new website. The goal was to raise brand awareness, prevent any brand confusion of the new practice name, and gain coverage in key online (and offline) publications to reach their target local audience.
Phase 2: Goodwill in the Community
The client hosted a free community dental care event. The event gained online and offline media coverage, which was timely because it kept the rebrand announcement momentum alive by calling out the new practice name with each media pickup.
Phase 3: New Customers
The client wanted to focus on more grassroots community awareness opportunities, so our Digital PR team researched and developed a list of social influencers and bloggers that aligned with the client’s brand and image. These new relationships and partnerships helped to share the client’s message and unique dental approach through a more organic and authentic voice.
Lastly, we wanted to leverage Digital PR efforts to support SEO strategies by sharing the client’s niche approach and expertise to relevant online sources that focused on dental, healthy lifestyle, and wellness.
Between Q1-Q2 2016 and Q1-Q2 2017 there was a 21% growth in new patients. This growth can be attributed to our integrated digital marketing strategy that aligned paid, owned, and earned media to drive brand awareness and new patient appointment requests.
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