What does a brand with 100% prompted awareness worry about?

This campaign sought to refresh and modernise Denplan’s image to support growth, given increased competition in the dentistry payment plan sector. An opportunity to showcase and celebrate Denplan’s impressive, loyal and successful members - and give dentists new reasons to believe in the Denplan brand.

Campaign idea

The UK dentistry profession needs hope. NHS dentists feel a lack of confidence in the system; there’s an air of pessimism accompanied by a call for change. And competitor comms lack positivity.

Building the most optimistic brand in the sector

On to a brighter future with Denplan. Denplan is the only brand in the market who can make the promise of long-term prosperity. We wanted dentists to think “I can trust Deplan will be good for my practice and patients”, feel optimistic about the future, and do: join, use, stay, and advocate.

How did we do it?

An integrated marketing campaign with a primary focus on content, spanning digital (website, PPC, SEO, display), social (LinkedIn, Meta), press, events, email, PR and partnerships. Delivered through paid and organic activity. Focused on quarterly themes with supporting content; interviews, case studies, articles, photography and short videos.

The result?

A new lease of life for Denplan; 91% increase in lead generation vs. set target of 25%.

Feedback

“An amazing campaign, right at the sweet spot of how Denplan needs to diversify and attract new customers. Superb work!”

Non-member Dentist

“A brilliantly designed and stylish campaign. Perfectly timed too - this is a time of revolution for UK dentistry and Denplan”

Member Dentist

“Fabulous work. The work that has gone into this, and the end result, is a great example of thinking and doing things differently. Re-positioning ourselves and getting really close to - and involving - our customers!”

Denplan Sales Director