Premium patient strategy
Before any campaign was created or any system was built, we mapped the premium patient personas in detail — who they were, what they were searching for, what language they used, what made them trust a clinic enough to commit to £2,000–£30,000 of treatment, and what would make them choose a brand-new practice over an established competitor with years of heritage.
This strategic foundation informed every decision that followed.
Tone of voice and copywriting
We developed the complete brand voice for Dream Smiles — the language, the positioning statements, the tone across every channel. Then we wrote everything: page-by-page website copy mapped to the patient decision journey, working closely with the developers on the UX and UI at every stage to ensure the copy and the experience worked together, not separately.
Patient journey mapping and systems
We mapped the complete patient journey page by page and touchpoint by touchpoint — from first awareness through to treatment completion and long-term retention. We integrated the key practice management and CRM systems, built the automation frameworks, and ensured that by launch day every enquiry was being captured, followed up, and nurtured without anything falling through the cracks.
Social media — built from zero
Every social channel was built from scratch. Content strategy, creative direction, posting cadence, and brand voice across every platform — all engineered to move the right people through the patient journey from awareness to enquiry to booking. Not just content for the sake of presence. Content with a commercial purpose at every stage.
The Waitlist Method — diaries full before opening
Our launch strategy — now formalised as The Waitlist Method — was built around a single objective: a fully booked diary before the practice opened. We ran the complete pre-launch acquisition campaign including the paid ads, the creative strategy, and the physical campaign visuals outside the clinic itself. We built genuine anticipation, captured deposits, and filled the appointment book with new patient consultations before a single patient had walked through the door.
The practice opened not with empty chairs and nervous hope, but with a full diary of high-value patients booked in for treatments ranging from £2,000 to £30,000 — and an exceptionally high conversion rate, because the quality of lead coming through the door had been engineered from the very start.
Invisalign — rebranded, relaunched, and sold out
We took a well-known Invisalign campaign concept and did something most practices never do: we gave it its own brand identity. Rather than running a generic Invisalign promotion, we developed a distinctive campaign brand — its own name, its own creative, its own narrative — that made it feel like an exclusive event rather than a standard dental offer.
The campaign sold out. So the following year, we ran it again with an even bigger footprint and even greater success. A repeatable, branded commercial event that generated significant treatment revenue while building the practice's reputation simultaneously.
Community and charity campaigns
We conceived and led a programme of charity and community campaigns that positioned Dream Smiles as a business genuinely embedded in its local area and community — not just a dental practice. These campaigns generated press coverage, organic word-of-mouth, and a depth of community trust that no paid advertising can replicate.
National award strategy
We led every aspect of the award entries — identifying the right categories, building the case studies, and writing the submissions to speak directly to the judging criteria. This was a deliberate positioning strategy, not an afterthought, and it delivered results on the biggest stage in UK dentistry.
