Branding Case Study: Carolina Children's Dentistry

Situation

Carolina Children's Dentistry was established ten years ago in Sumter, South Carolina. In 2001, the practice expanded to Columbia, South Carolina. Through the past five years, they had established a successful practice but still found themselves closely associated with the much-beloved former occupant, a fellow pediatric dentist who had died in a tragic accident. As they moved to a new state-of-the-art facility, they hired Davis Public Relations and Marketing to help with a branding campaign. The timing was ideal as the practice moved not only into its own building, but also into its own identity.

Strategy

Davis Public Relations and Marketing conducted interviews with the owners of the practice to identify what makes Carolina Children’s Dentistry different from its competitors. The message that kept resonating with us was the fact that the practice is owned and operated by all female dentists and an all-female staff, who see themselves as providing the kind of care and attention one would expect from a mother – a woman’s touch. Knowing that women tend to make the majority of healthcare decisions for their families, we developed the campaign slogan “Mom Knows Best” and chose two side-by-side creative strategies – one that would build the recognition of the doctors themselves and one that would focus on families.

Tactics

We designed two parallel advertising campaigns. The first targeted a prominent parenting magazine and features real mothers and children who are patients of the practice. The other targeted two local magazines that skew heavily to women and features the doctors themselves in approachable, friendly settings throughout the new office. We wanted to personalize them and highlight their philosophies on patient care.

Results

While the campaign is still ongoing and results are forthcoming, the doctors have been very pleased with the increased name recognition and new patient inquiries.