The Brief
Dental 99 approached Tag The Cat to assist in developing a new campaign message and new design direction for the website. To date, the primary message communicated to patients had been one of affordability, with other important aspects of the service offering and positive benefits for patients, taking a back seat. The task was to simplify and extend the brand message, focusing on the patient experience.
The Result
After a brand messaging audit and patient interviews, a new campaign message was developed, which emphasised the positive aspects of the service offering. At Dental 99 patients enjoy complete transparency over their dental records and procedures, receive follow up care and advice via their phone, can book and manage their appointments 24 hours a day through an automated booking app, and have access to a full range of dental services at an affordable price. The campaign message, 'Dental that feels good', was chosen to highlight the elements of the patient experience that are highly supportive, convenient, affordable and put patients in control of their dental health. The bold campaign message matched the boldness of Dental 99, as an industry disrupter, as well as Dental 99's mission to provide a genuinely affordable and positive dental service. To support the campaign a script was prepared for a one day photo and video shoot. The video and still photography told the story of two patients visiting Dental 99. Images and video stories were designed for roll out across multiple customer touchpoints and a new website homepage design was developed for the campaign.
Services
- Messaging audit
- Messaging strategy
- Customer interviews
- Copywriting
- Ux design
- Creative direction
- Video production
- Photography
