Aviva Dentistry

How do you cut through the noise in a very competitive market, saturated with ads and price undercutting strategies? How do you stand out when everyone markets a “Free Invisalign Consultation”? This was the challenge Aviva Cosmetic Dentistry faced before partnering with Wave. And this is how we solved it!

Problem – price saturation, value scarcity

Aviva Cosmetic Dentistry came to us after a disappointing experience: they were just finishing an Invisalign Focus Day campaign with another agency and only had 3 or 4 bookings to show for it. Clearly something wasn’t working. Situated in an extremely competitive part of the UK for Invisalign marketing, the clinic could not rely on the same approach as everyone else — and they could not afford to keep losing, focusing on discounts, rather than on value. A messaging and brand repositioning intervention was needed – fast.

Solution – twofold strategy, constant refining

We wasted no time: eager to see some results, the client asked us for an immediate Focus Day, so we fast tracked onboarding and scheduled the campaign to run for 4 weeks instead of 5 with an event date in June.

Our bespoke strategy for Aviva centred on two factors:
→ hyper-targeting to counter the increased competition in their area
→ and thinking outside the box with patient-centric, journey-focused messaging.

We needed to cut through the noise of Invisalign marketing and help the client truly stand out. This meant moving away from messaging focused on offers and discounts; the status quo in their area and honing in on something much more valuable - patient journeys and experience. 

Aviva was very much in tune with this: a fully digitised practice, they offer smile simulations with realistic before/after as well as video mock-ups via intra-oral scans. Their whole approach is built around the patient’s well being and satisfaction, hour long consultations for each patient, giving them the opportunity to see their potential smile in real time — so our messaging focused on journeys, instead of freebies.

However, even with our custom approach and tighter targeting we had a few hurdles along the way: the competition and time of year made things harder for us, meaning that the campaign was off to a slower start than what we had expected.

But the whole point of having a dedicated partner with a custom approach is that we’re able to adjust and think on our feet. In the end, even with the best conditions, no campaign runs itself – you constantly tweak, optimise and adjust accordingly.

So we tested and tested: everything from multiple areas to ad copy, creatives and landing page funnels, refining and adjusting to find the winning combo for their area.

During all this time we constantly kept our finger on the pulse: as usual, we had weekly check-ins, gave the team our CRM training (which they loved) and made sure everyone was aligned and on board.

Outcome – improved positioning, increased bookings

In the end, our strategy and re-positioning paid off: we filled all the 11 slots Aviva gave us and we had an additional 19 enquiries for the practice to follow up with. In total, with £2000 spent over 4 weeks, our Focus Day brought in 30 enquiries and 11 bookings — a far cry from their previous results.

And it’s not just the bookings: with a 100% attendance rate, it was great to hear comments from Aviva’s patients remarking on how positive their experience was. Unlike other previous Invisalign consults, they felt their needs were put first — and that makes a world of a difference, building rapport and customer satisfaction beyond the results of a specific campaign.

This is what patient-centric, brand-conscious messaging does: it cuts through the noise and it speaks to the right people. Through our analysis and research we devised a campaign that not only stood out, but was much more aligned with Aviva’s brand positioning, future proofing their growth as an established leader in their area.