How it started
Gentle Dental had built a large, multi-location network designed for convenience and comprehensive care. But despite strong awareness, patient relationships weren’t sticking. Most visits were one-and-done. The brand was optimized for acquisition, not loyalty — and the data showed it.
Retention rates lagged industry benchmarks. Repeat visits were inconsistent. And while satisfaction scores were solid, patients weren’t engaging beyond immediate need. Gentle Dental wanted to understand why — and how to turn one-time appointments into lasting relationships.
What we did
We started by analyzing over a million patient records, enriching them with third-party demographic and psychographic data to expose hidden behavioral patterns. We paired this quantitative work with qualitative interviews and surveys to hear directly from patients and staff — uncovering not only what people did, but why.
Our A ha moment came when we realized loyalty wasn’t about price, promotions, or even proximity — it was about consistency. Patients returned when every interaction felt the same: easy, reliable, and caring, no matter which office or provider they visited. The trust came from knowing what to expect.
That insight led to a full repositioning: “Your Dentist for Life.” It reframed the brand from a convenient provider to a lifelong health partner — one that follows through, remembers you, and supports your wellbeing over time.
We then mapped the end-to-end patient experience — from first appointment to ongoing care — and identified the moments that build or break that lifelong relationship. Each became an opportunity to reinforce trust through clear communication, consistent tone, and meaningful follow-up.
How it’s going
“Your Dentist for Life” became more than a tagline — it became a guiding experience principle. Gentle Dental implemented new CX standards across offices, retrained staff on patient communication, and built follow-through protocols that turned first-time visits into ongoing care.
The results: increased repeat visits, cross-practice referrals, and longer patient relationships.
Today, Gentle Dental aims to be known not just for convenience or coverage, but for consistency, empathy, and trust — a brand patients stay with for life.
