Brand Identity, Web Design, SEO & Customer Journey Mapping.
SECFilms collaborated with us to market their flagship innovation—a non-invasive, at-home tool designed to reduce dental anxiety. With 1 in 5 individuals suffering from dental phobia, this tool offers a transformative solution for those avoiding dental care due to fear. The project required building a cohesive brand identity, a calming and functional website, and a comprehensive digital strategy to attract participants, improve lead management, and establish trust in a competitive market.
Challenge.
SECFilms faced several challenges:
An uncohesive brand identity for their innovative dental anxiety tool.
A technically complex portal for study participants that was expensive to build and could not easily be modified for marketing purposes.
A significant lead loss—approximately 50%—due to a lack of follow-up and an absence of a CRM system.
The need to build credibility and attract participants in an industry where trust and empathy are critical.
Solution.
Brand Identity: We created a calming, professional visual identity using soothing colours like cream, light blue, and dental green, paired with rounded shapes to promote feelings of wholeness, calm, and support. This design was crucial for easing anxiety and aligning with the tool’s purpose.
Website Redesign & Content Strategy: We designed a user-friendly, aesthetically pleasing website to serve as the marketing hub. The website includes essential pages like About, Blog, Contact, and a streamlined Participant Form for better lead management. We tailored the content to target individuals with dental anxiety, using terms people search for when seeking solutions, thus enhancing SEO and engagement.
CRM Implementation: We implemented HubSpot CRM to efficiently segment and nurture leads, ensuring no potential participants fell through the cracks. This simple, effective system was critical for following up on inquiries and increasing conversion rates.
Lead Engagement: We added QR codes to direct potential participants to the website and study portal, and advised on digital strategies for maximising leads generated by media outreach.
Achievements.
A professional, calming, and cohesive brand identity that resonated with the target audience.
A redesigned website with a clear and calming user experience, leading to improved engagement and trust.
The implementation of a CRM system that significantly improved lead management and follow-up efficiency.
Enhanced trust through thoughtful design and relevant, empathetic content.
Supporting Innovation.
During the trial, SECFilms has already seen a significant reduction in dental anxiety for study participants, with improved confidence and willingness to seek dental care. Each successful participant is a testament to the tool’s potential to transform lives, demonstrating the positive impact of this marketing and branding overhaul.
SEC Films is a collaborative research program in association with the University of Queensland Dental School, led by Dr. Ian Davies and Associate Professor Ratilal Lalloo. Their innovative Self-Empowerment Cinematography (SEC) film is a unique intervention aimed at reducing dental anxiety through a non-confrontational and simple daily viewing process.
About.
Testimonial.
“We’re a big fan of ocean imagery and very happy with the design. It perfectly captures the calming, serene experience we want to convey to participants.” — Dr. Ian Davis, SECFilms Co-Producer
