The problem:
For the past five years, Dentsply Sirona’s SureSmile digital orthodontic brand has focused their business on GPs. Now, they wanted to capture the attention of specialist dentists, including orthodontists.
The solution:
After brainstorming with the SureSmile marketing team as well as dental clinicians on our Clinical Affairs team, we created a SureSmile landing page targeted toward specialists, showcasing the features and benefits of SureSmile digital orthodontics. Since this was a doctor-facing page, I included complex dental terms that would resonate with specialists, and didn’t worry too much about explaining those terms — the right audience would immediately understand them.
The results:
This specialist landing page drove a 3x increase in high-value orthodontist leads.
We gathered marketing research…
…and began thinking about where on the site map our specialist page would live.
Next, we planned out content hierarchy.
This was the first draft of the page. I collaborated with our designers to decide which pre-built components would best fit the copy ideas I had. We reviewed the copy with the marketing and legal teams.
Copy considerations:
- I tried to utilize pre-approved claims as much as I could, so as not to create more work for our legal team: you’ll see those claims have footnotes attached.
- I also leaned into the features that set SureSmile apart from other digital orthodontic brands, such as the use of robotically bent wires.
- I wanted to make sure that specialists understood there are three separate SureSmile software platforms, and that the Ortho and Advanced platforms are the ones that will best fit their needs.
- I included some trust-building content about Dentsply Sirona and SureSmile’s longevity and reliability.
This was the final designed version of the page. You’ll see that:
- we moved the trust-building module farther down the page, which let potential clients focus more on the capabilities of the software platform and the benefits of using robotically bent wires.
- we removed the introductory “The SureSmile difference” module, because stakeholders felt it was too general, and that we needed to get into the details of wire and aligner treatment right away.
- we added an Onboarding and Support module to emphasize that specialists who integrated SureSmile into their practice would be guided by a dedicated team every step of the way.