Case Study: Community Dental Parnters

Great dentists are just that: great dentists. Not necessarily great practice runners, or business owners. Community Dental Partners (CDP) is a Dental Support Organization that lets dentists do what they do best, and takes all the other elements of running a practice off their plate. 

They are exceptional at what they do – but they found themselves struggling to market consistently, communicate effectively internally, and position themselves in a market. 

With three major initiatives happening at the same time, two of which were so genuinely  innovative it was hard to describe them, they needed someone who could come in and help them organize and execute an effective positioning and communications plan.

I started off by getting a sense of what was going on in the many diverse plates CDP was spinning. They had their own site, which needed copy, video scripts, and internal messaging to their clients; the Smile Magic clinic, their own dental clinic staffed by a co-founder; and the other co-founder’s solo business that still needed to tie into the overall brand family, but needed to be differentiated enough to stand on its own. Then, I prioritized each project on a matrix of effort and impact. 

I quickly created a series of video scripts for CDP along with an internal guide to their newly onboarding dentists, so everyone would be on the same page. At the same time, I created a series of ads for local media promoting the Smile Magic clinic and explaining how it wasn’t just another pediatric dental clinic, but rather a dental office created specifically to cater to the emotional and psychological needs of pediatric dental patients and their parents. For our final top-line item, I rewrote the copy for co-founder Emmet Scott’s solo business website, working with him to ensure brand consistency and create a strong jumping off point for increased visibility.

Once I had the most pressing issues taken care of, I integrated with CPD as an internal writer, writing additional ad copy, drafting bios of new dentists as they came on board, and creating a series of guides to showcase the benefits of CDP to dentists who were considering joining.

By the end of our time together, CDP was still growing fast, but had a solid sense of where they were going and how to talk about what they do; Smile Magic was crowning Kings and Queens of the Smile Magic Kingdom (and making moms and dads feel so much better about dental visits too!); and Emmet Scott had a clear path forward with his own messaging that still fit in well with the CDP brand family.

CPD was such a great experience, because it let me do what I do best: unravel a tangled web of problems and potential, create a clear plan that’s just as useful at the 10,000 foot view as the ground-level view, and then work my way through the bottlenecked top priorities before sticking around to help out with the day-to-day.

Got a whole bunch of complicated things happening that all need to be done yesterday? 

I’d love to help. Let’s talk about it – tell me what’s going on here.