Overview

 The problem:

My team was tasked with refreshing the content and design for SureSmile’s patient-facing and doctor-facing websites.

SureSmile is the digital orthodontics branch of Dentsply Sirona, the world’s largest diversified manufacturer of professional dental products. They offer an end-to-end solution for dentists who want to prescribe clear aligners or braces for their patients. They also operate a customer-facing site where prospective patients can learn about treatment and find a participating provider.

SureSmile’s brand recognition, however, was not optimal among consumers and providers. They planned to grow by:

Growing consumer demand through digital channels, resulting in more patients asking for SureSmile

Recruiting more providers through digital channels, resulting in more providers recommending SureSmile

Their first task was to redesign their website, which was confusingly structured and not well designed.

When our team interviewed stakeholders about the existing website for SureSmile digital orthodontics, they identified several issues:

• there needed to be a way for prospective patients to identify local dentists who offered SureSmile and reach out directly to them for an appointment;

• the website needed to be the place where prospective patients learned about SureSmile orthodontics and their benefits before reaching out to a representative, thus easing the burden on reps;

• the current site didn’t contain doctor-facing content that informed potential new doctors about the brand and its benefits;

• the current site didn’t differentiate SureSmile as a brand that focuses on overall wellness through oral health.

The solution:

I worked with a service designer to build three new doctor-facing pages and six new patient-facing pages that would attract more doctors and patients to SureSmile.

First, we reviewed the information on the existing website, including copy, videos, and marketing materials. We also looked at existing service blueprints for consumers and providers. The service designer created a list of jobs to be done, and we then defined our messaging priorities.

Our patient-facing pages:

• informed prospective patients about SureSmile and its benefits;

• set the brand apart by discussing the importance of oral health to overall wellness;

• allowed prospective patients to find doctors in their area and directly request appointments with them, on a Find a Doctor/Provider Search page.

Our doctor-facing pages:

• informed potential new doctor clients about SureSmile and its benefits;

• allowed potential new doctors to register with SureSmile and begin offering it as part of their practice.

We created content outlines and presented them to our marketing stakeholders before I began adding copy to the pages. Our UX design team created a library of components that made it easy for us to break page content into modules. Finally, we created and implemented a globalization strategy.

For consumers: the Find a Doctor page and the search results page.

The results:

• There was an increase in unique visitors reaching the Find a Doctor/Provider Search page by ~30% over the same period in the prior month. Our analytics team attributed this increase to more touchpoints into the Provider Search page (from our revamp of each patient-facing page), as well as cleaner Ul.

• There was engagement with the existing SureSmile marketing material we repurposed on our pages, including a video of the patient journey and a white paper detailing how oral health improves overall wellness.

• Average unique pages visited increased by 70%, illustrating a shift in the number of users visiting content pages beyond the homepage.

• There was a 10% drop in bounce rate.

• There was a 6x increase in valuable provider leads

• We had three months to do this work before launch. We successfully launched within our three-month window.

Conclusion:

We built a better-performing site that increased traffic to our Find a Doctor/Provider Search page. The content I created helped inform doctors and patients about the benefits of SureSmile treatment. To see the entire suite of pages, visit SureSmile.com.