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.
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 create content outlines for three doctor-facing pages and six patient-facing pages. We created patient-facing pages that:
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.
We created doctor-facing pages that:
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.
To create these pages, we performed a comprehensive audit of all the existing SureSmile marketing materials, to see what we could reuse more impactfully. 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.
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 nearly 70%, illustrating a shift in the number of users visiting content pages beyond the homepage.
The bounce rate (43%) decreased ~10% from the same time period in the prior month (47%).
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.
We created site maps and content outlines for patient-facing pages…
…and provider-facing pages.
We then moved on to wireframes. I talked through the copy with our designers, and they suggested components that would work with the story we were telling.
We showed the pages to our legal team, and ran into an unexpected obstacle — Dentsply Sirona no longer had clearance to use the patient testimonial videos. We removed them from the final design.
Here’s the final version of the doctor-facing home page. It includes a link to the white paper on oral health and general wellness, in addition to lots of info about the benefits of SureSmile to doctors and their practices.