“The dental clinic branding programme is all about establishing a working relationship with dentists in areas like Soweto, in understanding the work they are currently doing and the challenges they face. It also provides an opportunity for Aquafresh to look at how it can assist them in the future while giving something back to the community through education,” explained Michelle Cloete, group product manager for the company.
Conceived by ComutaNet together with Notabene, the dental clinic branding initiative set out to give oral healthcare a new image in Soweto. Once the practices most suited to makeovers were identified, the company provided eye-catching signage. These were followed by branded notepads and appointment cards which, according to dentists, not only helped patients remember their appointments but also made the practices present a professional image.
However, the entire project went far beyond slick new stationery and a coat of paint, according to Cloete. Each of the practices was supplied with educational material such as children's growth charts together with products from the kids range and toothpaste and toothbrushes to hand out to patients as they educate them on how to brush for two minutes twice a day for stronger teeth.
According to a ComutaNet spokesperson, the dental clinic branding initiative has been well received by dentists and has already had a positive impact. “They are more loyal to the brand and realise just what it can do for their patients and oral healthcare in their communities. The dental clinics are more visible with the signage boards and dentists feel proud of their rooms and thrilled to be associated with the brand.”
He added that the company was effectively “making dentists' dreams come true and giving them the opportunity to think big.” One of the dentists whose clinic was revamped decided to expand his practice by relocating his revamped reception and appointing an oral hygienist.
