Digital Patient Resource Center
Working cross-functionally to create a microsite in a compressed timeline.
Grounded in dental patient journey, the digital Patient Resource Center is Aspen Dental’s one-stop shop for modern and robust educational content, driving exploration, patient relationship management and SEO.
From mid-July through mid-October in 2023, our team worked cross-functionally with digital commerce, UX, IT, product development, and service line marketing partners to research, write, and design 90+ pages of content focused on 3 patient sectors: dentures, implants, and general dentistry. Using a mix of infographics, video, iconography, and an approachable voice, we provide comfort and clarity on otherwise complicated topics.
As of the start of January 2024, the microsite has helped drive a 21% increase in gate 1.5 conversion and a 13% increase in overall site conversion.
Additionally, we are driving denture patients who are amid their care journeys to the site through unifying CRM touches that educate and inspire them to learn more.
General Dental Services
Our front door for patients seeking education guidance on all things dental. Using an approachable, empathetic, and friendly tone, we guide patients to the answers they are looking for when it comes to their oral health.
How to Clean Your Dentures
From the front door … the back. The further into the microsite the user clicks, the more granular the information gets. Here we feature a step-by-step visual demonstration of how to clean your denture (pro tip: skip the toothpaste and reach for the dish soap instead).
Getting Used to Implants
Getting dental implants is a journey, and so is the healing process. Through a mix of spot illustrations and approach after-care tips, we help show patients what they need to know as they settle into their new smile solution.
Your First Denture Visit
Taking patients through a step-by-step experience of their first denture visit helped establish the patient’s trust, especially during the uncertainty of the start of their journey.
Denture Pre- and Post-extraction CRM Journey
One of the ways we continue to drive traffic to the resource center is through the patient CRM journey. From pre-extraction appointment prep to healing time and relines, we take them on a 10–touch journey of empathetic care—guiding them both to the resource center and their next milestone of care.
The Team
Creative Director
Jenn Danko Fenske
Web Designers
Dustin Dubois, Lauren Campbell
CRM Designer
Copywriters
Alex Bennett, Rachel Villaverde
Angelyn Shi