First Choice Dental Marketing Campaign & Website

Getting new patients for less with a better brand story

Happy stock photo families. Flawless, sparkling smiles. (Yawn.) Dentists’ healthcare marketing ads are all the same. If First Choice Dental wanted to increase their market share, they needed to swap that boring industry standard for a desirable difference all their own. From site to spots, KW2 helped them make it happen.


Dentists like to promise consumers a healthy smile. But for actual patients, a healthy mouth is the bare minimum a provider should deliver. KW2 message testing revealed that, for many young professionals and busy families, going to the dentist can be a bigger pain than an actual toothache. They want a clinic that takes care of their problems, not just their teeth.


First, we branded the patient-centric services that have always placed First Choice Dental a cut above the competition. Then we highlighted those solutions in fresh digital and broadcast ads that proved First Choice Dental’s “got going to the dentist solved.” Next, we launched a completely redesigned, with the seamless online tools patients want, like appointment scheduling, interactive maps, bill pay and more. The refreshed healthcare web design also features new content for specialty seekers and an expanded experience for prospective patients that lets visitors preview their first visit , find the perfect First Choice Dental provider and explore the clinic’s services by priorities like comfort, convenience and affordability.


Highly effective healthcare marketing ads across social media, paid search, radio and TV have helped drive a flood of new appointments—and drop the clinic’s Cost Per Acquisition for new patients by a stunning 35%. And within 8 hours of launching the brand’s ecommerce-ready site redesign, more than 70 patients had scheduled an appointment via

Cost Per New Patient Acquisition

Graphic showing 35% savings in cost per new patient acquisition metric

New Patients

Graphic showing 9% increase in new patients between 2017 and 2018

The campaign has earned two wins—for television advertising and online display ads—at Healthcare Marketing Report's 36th Annual Healthcare Marketing Awards.

Proud to be a

36th Annual Healthcare Marketing Awards Winner Online Display Ads and Television Advertising
Laptop computer showing FCD locations on styled website map

Print collateral advertising First choice dental
First Choice Dental Social Media Ads
First Choice Dental Instagram Stories

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