Case study · Health & wellbeing
A large website build that integrates over 60 dental practices and helps patients find their nearest location to book dental services.
The challenge
Primary Dental brings together more than 60 independent dental practices under one brand, as part of the For Health network. Each practice has its own team, its own patients and its own way of presenting itself, and until now each had been represented online in its own way.
With a new brand identity ready to launch, the group needed a parent website that could hold every practice together, present them consistently and help a patient anywhere in Australia find the nearest place to book.
Primary Dental is a network of independent dental practices helping make dental care safe, accessible and affordable for all Australians. The new website is now truly integrated, delivering more value to each dental practice, and better value to the patient.
Armed with a new brand identity, Primary Dental (of the For Health network) required a full website overhaul. Each of their 60+ dental practices required its own page on the website. A key challenge was creating uniformity across these pages. All staff bios across all practices required copywriting to be more uniform, and staff headshots required editing to match a consistent style.
Approach
We approached the build as one central website with a dedicated page for every practice, rather than a collection of separate practice websites. That gave the group a single place to manage the brand while still letting each location present its own team and details.
Consistency was the guiding decision. Staff bios across all practices were rewritten to a common standard and staff headshots were edited to a consistent style, so a patient moving between practice pages would recognise the same group at every step.
We worked with them through discovery, wire-framing, UX design, development, multiple integrations, SEO migration, transition and security advisory. This central website now caters to 60+ dental locations within their network. New content was developed to showcase their dentists and highlight their skills, education and areas of expertise.
The shift
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The work
The goals of Primary Dental were to increase online appointment bookings and generate revenue for each of their dental centres. A key feature was the Find a centre addition, where users can input their location and find their nearest practice. The new website has a greatly improved user experience that helps drive new patients to all centres.
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