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Doubling New Patient Growth Across Diazo Family Dental and Brace’s Multiple Locations with a Bilingual Marketing Strategy

Diazo Family Dental and Braces, led by brothers Dr. Alex and Dr. Lucas Brimley, serves patients in Western and Southern Phoenix, Arizona. Both practices are in high-traffic areas where Spanish-speaking families live and shop, making them highly visible in-person. Like many practices, Diazo Family Dental and Braces was relying on word of mouth and walk-ins. That wasn’t enough to support their long-term goals.

THE CHALLENGE

The practices’ online presence didn’t reflect the care and accessibility they were providing in their community. Lucas’ West location had a website in Spanish and Google Ads running, while Alex’s South location was only added as a location to the original website. They needed a stronger digital marketing strategy to attract future patients, both Spanish- and English-speaking, and grow their practices. Their online challenges included:
A website with some translations that didn’t feel natural to native Spanish speakers.
Poor visibility in search results, especially for Spanish dental terms.
Google Ads that were too general to bring in the right patients.
Social media activity that wasn’t reaching their local audience.
They knew they had the right location and quality care. What they needed was a marketing plan to match

THE APPROACH

When Day One started working with the brothers in 2023, the team created a bilingual, multi-channel dental marketing strategy to strengthen their online presence and drive patient acquisition. Day One started a comprehensive update of the practice’s digital marketing presence, which it is now entirely responsible for. This included:

WEBSITE & TECHNICAL UPDATES

Built separate English and Spanish pages for both locations on the website.

Added browser detection so visitors automatically see their preferred language.

Rewrote Spanish content with idiomatic, natural grammar.

Improved backend performance, set up analytics, and took over hosting.

SEO & LOCAL SEO

Focused on Spanish-language SEO keywords to match how patients search.

Optimized Google Business Profiles for both locations.

Added directory listings to expand reach in the local market.

GOOGLE ADS

Started broad with Spanish-language ads while the organic SEO was building.

Shifted to treatment-specific campaigns (orthodontics, emergency care, retainers).

Adjusted for their patient base, many of whom are cash payers, leading to high conversion rates.

REPUTATION MANAGEMENT

Responded to reviews in Spanish

Supported the Brimleys’ in-house system for gathering patient reviews.

SOCIAL MEDIA

Created and managed bilingual posts for Facebook and Instagram.

Boosted bilingual posts to a 4-mile radius around each location to strengthen brand recognition.

RESULT

The brothers’ investment paid off quickly. By connecting authentically with their Spanish-speaking community and strengthening visibility online, Diazo Family Dental is experiencing steady practice growth and stronger patient engagement.

Next Steps

The Brimley brothers are now preparing to add an associate dentist and are considering additional locations as their practice continues to grow. Day One will support them with expanded campaigns, new photography and video, and ongoing website improvements to keep their marketing aligned with their growth goals.

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