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Strengthening a Dental Practice’s Brand to Transform its Online Presence

Todd A Fleischman & Associates is a dental practice in Center City Philadelphia that offers a high-end, personalized dental experience in the heart of the city. As the oldest continuously run dental practice in Philadelphia, it was originally founded in 1902 and in September 2009 revitalized by Dr. Todd Fleischman, who brought a modern, patient-focused approach.

THE CHALLENGE

When Dr. Todd Fleischman took over the practice, he wanted to increase the number of new patients coming to the practice who didn’t know him personally so that they could work with his associates. He also wanted to grow his own skillset so he could do more cosmetic procedures and thereby attract higher value patients. However, his existing website failed to convey the exceptional care and luxurious experience the practice offers. Without effective visuals or messaging, prospective patients weren’t able to see the value of choosing his practice.

THE APPROACH

Dr. Fleischman partnered with the team at Day One to revamp his practice’s online presence, transforming it into a powerful tool for attracting and engaging the right patients.

Audience analysis: To better understand the practice’s target audience, the Day One team conducted interviews with several of Dr. Fleischman’s existing patients. From here, they built profiles of the practice’s ideal patients including pain points, dental needs, and their perception of the practice. These insights became the inspiration for the website’s content and messaging, ensuring it spoke directly to the needs and desires of the practice’s ideal patients. These insights were also used for the subsequent advertising and lead magnets.

Website: Rather than mainly focusing on the different dental services and technologies available, the new website was designed to create a welcoming, high-end atmosphere that would resonate with Dr. Fleischman’s ideal patients. This included:

  • Clear, patient benefit-driven messaging that highlighted the great experience patients receive from the practice’s personalized services.
  • Professional photography and videography showcasing the practice’s modern, spa-like environment, emphasizing the culture, premium location, and luxurious experience. This helped create a strong sense of exclusivity and professionalism.
  • Easy navigation to help visitors quickly find important information.
  • Emphasizing the location of the practice and that it was a high-end, big-city practice.

Digital marketing strategy: Day One ensured that all parts of the practice’s digital marketing worked together to present a consistent, compelling brand experience. They also focused on starting with a few high-impact activities rather than spreading efforts too thin across many marketing channels.

Local SEO: Through Google Business Profile optimization and other local SEO tactics, the practice’s online listings were enhanced to improve visibility in search results for key phrases like “dentist near me.”

Online advertising: The team implemented targeted Google Ads and social media advertising campaigns to reach potential patients in the local area. The ads featured compelling copy and visuals aligned with the website’s messaging.

Lead magnet: Day One created a downloadable brochure to educate patients about the “Personalized Dentistry” approach of the practice. The lead magnet was triggered by social media adverts and accompanied by a sequence of welcome emails with the final goal of encouraging the recipient to schedule an appointment with the practice.   

THE RESULTS

With the new website in place, the practice has already seen a positive impact from the digital marketing overhaul:

  • Increased website traffic and engagement, indicating greater online visibility
  • More inquiries and appointment requests from ideal patients
  • Stronger brand identity and positioning within the local community

By focusing on creating a patient-first online experience, the practice has positioned itself to attract and retain the ideal patients it needs to drive sustainable growth.

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