How it started

Gentle Dental wanted to break through the “sea of sameness” and lead the dental category with unique brand positioning and an appealing, engaging approach.

With more than 1 million records of current and lapsed customers, the brand wished to enhance these records with 3rd party data and perform segmentation, interviews, and surveys to develop an overall customer profile.

The team sought to understand: What are the trigger moments – aside from lost crowns and toothaches – where we can meet our potential customers and convince them to choose and form a relationship with us?

What we did

Program 11 embarked on audience research and segmentation, deploying surveys and conducting interviews, and delivered three current customer segments plus one relationship opportunity persona.

With our customer knowledge, we presented several options that led to their new tagline: “Your Dentist for Life.” From there, we designed commensurate messaging, positioning, and visuals.

The a-ha moment? Gentle Dental loved it…but recognizes that we may see more than one provider in their vast network. Because of its continued growth in services and locations, the brand wanted to be your “dentists for life.” No matter where you live or who you see, you can trust on the same excellent experience.

How it’s going

To ensure this work fit with Gentle Dental’s internal goals, culture, and relationship with its customers, we leveraged workshops, frequent review sessions, and other joint efforts to ensure the team would embrace the new positioning.

The brand – and most importantly its distributed offices – embraced the new approach and tagline.

A “dentist for life” is a premise and a promise that you are forging a relationship built on both trust and need…a repeated engagement where you’ve found “the one” who will take care of you…and your family.