Taking University Healthcare to market

‘Smiling Sarah’ - The Category Sameness

Whether it’s the patient or the dentist, there’s a perfect smile on every dental clinic’s branding. Australian Dental Association research identifies that some of the barriers to getting regular dental care are embarrassment and anxiety about the state of teeth. Another is cost. Therefore, showing perfect teeth is potentially alienating.

To invite people in and communicate the cost advantage of the student based service, we helped Melbourne Dental Clinic break away from category norms. The creative is designed to push the public into action by highlighting what can happen if you don’t look after your teeth.

01.
How it started
University of Melbourne had a number of unconnected health clinics both for student training, and open to the general public. Our task was to unite them within a master eco-system and rebrand them, enabling them to compete as standalone public-facing clinics. We started with their dental clinic, then all remaining clinics.
02.
How it's going

Whether it’s the patient or the dentist, there’s a perfect smile on every dental clinic’s branding. The Melbourne Dental Clinic (MDC) is staffed by graduate students and postgraduate students from the Melbourne Dental School, guided and closely supervised by the Melbourne Dental School staff. It’s a more cost effective way for the general public to access the next generation of Australia’s leading dentists and dental specialists.