Mr. Dent
A new dentistry enters the highly competitive market for dental services in the centre of Voronezh.
Marketing objective
Brand-platform, communication strategy and implementation.
Business objective
Occupy a part of the market with a new brand.
Brand-platform
The Voronezh dental market has many brands that have existed for decades. Mr. Dent initially targeted the same audience with the positioning of "honest dentistry".
In the course of the analysis we chosed the target audience of young active people not engaged by competitors and formatted the brand. Without losing the past attributes that had become necessary for the dental category as a whole ("honesty"), we came up with a young technological brand with clear points of difference - evidence-based medicine, culture of oral care, digital approach.
Communication strategy and implementation
The strategy is based on the brand values of evidence-based medicine and oral care culture. We decided to make a blog in the format of useful materials about care, based solely on the latest scientific research.
We took on the parallel promotion of the doctors' accounts in a co-authored format. The result is landing pages of specialists with portfolios that inspire trust.
We have done a lot of work on the reputation of the dentists, who take an evidence-based approach to medicine and study the latest scientific research: professional review services, media articles and expert commentary.
Dmitry Sambulov, CEO