Carolina Dental Alliance
Carolina Dental Alliance is a coalition of dental offices with 17 locations throughout South Carolina. They partnered with us to help them engage the Hispanic community. CDA had no prior experience with the Hispanic market and were unfamiliar with the demographic. We assessed the market potential and provided an effective and engaging communication strategy that continues to fuel their growth in this key sector.
The Action Plan
Our first step was to develop our Hispanic Market Opportunity Assessment (HMOA) to determine the following:
How do we communicate to and connect with the Hispanic segment?
How do we grow the dental services segment in the Hispanic market for the client?
Once the market was identified, we discovered the following:
The test market had a $1.9 million revenue potential.
Compared to the rest of the client base:
Hispanics were more likely to ignore basic dental symptoms and issues.
Hispanics were more likely to have a negative experience at the dentist.
Hispanics were less likely to visit a dentist.
We developed creative messaging around one key finding: Hispanic Millennials were more likely to visit a dentist if their condition adversely affected the quality of life.
Don’t let unhealthy teeth and gums prevent you from enjoying life’s simple pleasures.
Digital, print, radio, and grassroots executions
A 6-week test market yielded the following:
Increase of brand awareness among Hispanics in the test market by 5%
Increase of new patients by 10%
Increase of potential revenue from new patients by 50%
As a result of the HMOA with the test market, we expanded the campaign throughout the state with radio, in-office messaging, retail, and social media activation.
With the test market results being as positive as they were, the client challenged us to create a more robust integrated brand campaign that would create buzz and move the needle even further.
Potential revenue from new patients
Increase in new patients
Increase in brand awareness