Marketing and advertising high-dollar transformative dental cases creates unique challenges to which solutions became obvious, yet difficult to address... After all, patients requiring this level of advanced dental care didn’t get that way overnight. In fact, some patients may be resigned to live in their pain for the rest of their lives. So, we ask ourselves “how can we influence people to ‘want’ what they ‘need’? How do we generate and accelerate emotion in regards to dentistry, something so clinical and sterile in nature? What do we need to do to create a vision of a better life and place the audience within that construct?” We had to simultaneously create a need and sense of urgency while also showcasing the practice to build instant trust with the audience. These were the questions that we needed to answer within the design, content, and user experience of the Kois Dentistry website. Given that the entire strategy is built around emotion, it became clear that we would need a website design with a comprehensive platform that did a great job of highlighting videography, and photography. We wanted a design that would underline powerful and emotional patient stories, before and after transformative photography, and the human and cultural side of the doctor and the team members. We utilized auto play b-roll to grab the user’s attention and specific typographical choices to enhance clicks, views, and engagements. As you will see, the focus of our messaging is not on the dentistry itself, but rather the clinical outcomes, the quality of care, and the increase in quality of life that the dentistry provides. This website is about advertising and showcasing the side of dentistry that transcends cost, price, & convenience. It's about making the connection between one practice, one doctor, one team, and one philosophy to the betterment of the lives of the patients that trust them with care.
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