Orthodontics Brand Platform Focused on Patient Experience
Smile Doctors
How do you stand out from competitors?
By daring to be yourself.
When faced with orthodontic practices making me-too claims, Smile Doctors decided it was time to stop competing on services and start winning on experience. Through extensive interviews, site visits, and deep social listening, we discovered not just a category-defying advantage – but a cliché-defying one: dental practices that were surprisingly fun – even for (gasp!) teens. Don't just smile. Smile happy. opened Smile Doctors' doors to present the true stories of real patients, parents, and staff. In just three years, the brand expanded from 30 locations to more than 200, generated 30,000 consultation requests, delivered 720% ROI, and won smiles all around.
A proud mom sits on a couch layered with throw pillows featuring her son's braced smile, shelves of matching framed photos behind her, under the Smile Doctors Braces logo.
Outdoor billboard reading "Don't Just Smile. Smile Happy." showing a girl hugging a puppy on a yellow background with playful star doodles and the Smile Doctors Braces logo.
Campaign photo of Ethan, age 15, standing in a handcrafted paper-art world with a castle, dragon, and UFO, captioned "What makes you Smile Happy? Reading."
Campaign photo of Stephanie, age 13, standing in a paper-art candy land of giant lollipops and cupcakes, captioned "What makes you Smile Happy? Sweets."