Central Minnesota Orthodontics

Objective

With three locations and two orthodontists, Central Minnesota Orthodontics (CMO) has built a solid practice. The nature of its business, however, presents a unique challenge: Because people only get braces once, relying on repeat customers isn’t an option, so marketing requires ongoing effort. To make the most of its marketing budget, CMO sought Affina’s help in discovering what decision makers – frequently teens and their parents – sought in an orthodontist and how to best differentiate the offices from their competition.

Strategy

We conducted a series of hands-on workshops with employees, the orthodontists, adult patients, teens, and parents to uncover consumer needs as well as CMO’s value proposition. These sessions revealed overwhelmingly positive impressions of CMO including that it had a fun environment and incredibly friendly staff.

Outcome

Based on the findings, we delivered a brand platform that informed their new tagline, “Fun atmosphere, serious results.” We also provided a variety of recommendations: from a referral program and patient gifts to social media marketing and event sponsorships. We then kicked off a new brand identity with bright colors, playful design elements and bold headlines to capture the unique energy at CMO. Deliverables included a fresh, new identity system with print collateral, marketing materials, giveaways, billboards, and more.