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Building a Digital Presence for a Niche Patient Population

THE CHALLENGE

Dr. Michael Vaughan had a vision for his practice that extended far beyond traditional general dentistry. As one of Tennessee’s leading dentists for patients with special needs (physical, mental, or emotional), he wanted to create a destination practice that could serve underserved patients from across the country. However, his digital presence told a fragmented story.

His online footprint was scattered across multiple brands, including where he previously worked, his former practice name, and various listings under his own name. In addition, the existing website for his current practice was text-heavy and failed to communicate the unique, holistic approach that set his practice apart.

Dr. Vaughan needed a digital presence that would:

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Consolidate his fragmented online identity

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Communicate with two distinct audiences: special needs patients and their families, and referring dentists

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Showcase his unique niche in serving patients that other practices couldn’t accommodate

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Support his vision of becoming a national destination for special needs dentistry

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Social media management

THE APPROACH

What made this project special was the focus on a niche audience rather than service specialization. While many dentists differentiate themselves through specialized services such as implants or cosmetics, Dr. Vaughan’s distinction is who he serves: patients that other practices are unwilling or unable to care for.

To reach this specific audience, Day One developed a comprehensive digital strategy that brought Dr. Vaughan’s vision to life through a new website and strategic listings management.

Website Development

In the new website, Day One balanced the two critical audiences:

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Special needs patients and their families: Compassionate, reassuring language about caring for the whole person and whole family

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Referring dentists: Clinical credibility showcasing expertise with a range of special needs patients.

The site features several unique elements that reflect Dr. Vaughan’s innovative approach:

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Referring Doctor Portal: Day One developed a specialized patient referral form, making it easy for other dental practices to refer patients they’re unable to serve. This feature highlights Dr. Vaughan’s role as a resource for the entire dental community.

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Destination Nashville Page: Recognizing that many patients travel for treatment and may need to stay overnight for multiple treatment sessions, Day One created a dedicated travel resource page. Dr. Vaughan partnered with a travel agent to help families turn necessary dental visits into positive experiences, and Day One integrated this service seamlessly into the site.

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Educational Content Platform: The site has been structured to eventually host Dr. Vaughan’s extensive speaking engagements and articles, as well as training videos he created for the State of Tennessee on preparing dental practices for special needs patients.

Listings Management

Day One consolidated Dr. Vaughan’s digital footprint by:

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Managing online listings, including the practice’s Google Business Profile

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Ensuring accurate name, address, and phone number across all platforms, including social media platforms

SEO Foundation

Day One built the site with optimization in mind, setting up the architecture for future content expansion around specific conditions (autism, ADHD, physical disabilities) and search terms that both families and referring dentists would use. This included creating an FAQ page with an extensive list of answers, to aid SEO and AI searchability.

RESULT

The website launched in early January 2026, providing Dr. Vaughan with a consolidated digital presence that matches the caliber of care he provides. 

Most importantly, Day One helped Dr. Vaughan make the impact he wants on his community by creating a digital presence that serves not just the whole person, the whole family, and the broader dental community, committed to caring for these underserved populations.

“I shared my vision with Jamie and the team at Day One, and they were able to put it together into a website that truly represents how we care for our patients and their families.“

  • Dr. Michael Vaughan
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