Client
Maccabident
Industry
Health | Tech
Skills
Brand Strategy | Visual Identity | UI design
Rep it up
They say that the only people who like going to the dentist, are dentists. We constantly procrastinate, and when we finally take care of that annoying little ache or get our pearly whites white again, we usually do so at a super costly private clinic. Public dentistry has got a lifetime of bad rep and Maccabident, a public chain of dental health clinics, wanted to turn the publics’ frown upside down. This is where we come in. We had a good starting point, too: by law, children under the age of three get free dental care, which inevitably has adults coming in as well – and sticking around. We figured Maccabident must harness that effect and through it, emphasize its given adventeges.
Supersize me
When facing Maccabident’s rebranding process, we had to shake and remodel some pretty sturdy conventions and basically revolutionize common opinions regarding public healthcare. It was perceived as low quality, unreliable, simple and alienated to costumers, while seeming mediocre and subordinate to professionals. Now, throw the general fear of dentists into the mix, and you get a multi-faceted, complex process. When dealing with costumer pain points, this time they were literal. You can’t make a root canal sound friendly, so we stirred clear of sugarcoated terminology (see what we did there?), and decided to focus on two points: the first one being size, and the second one, stemming from the first, regards quality of service. Essentially, a bigger system offers more and does it better.
Love the
system
Ask yourself: why are malls, marts or big travel companies better than smaller, single branch ones? Because systems are powerful. They have bigger personnel, bigger budgets – so the best doctors and tech, more branches, consistent standards. It’s a great incentive for professionals and doctors especially, to be a part of a big company that has their backs and gives them the absolute best conditions, means and spaces to work and thrive in. Considering that, we positioned Maccabident as an Advanced Dental Care System and set its mission to Easing the Pain. Finally, we decided to put the costumer in the center of attention, as opposed to private clinics who focus on the doctor, since a system can do everything in its power to make the entire dental experience easier, smoother, less painful and highly accessible. We believe the positive journey we took together establishes Maccabident not only as a proper alternative for private dental clinics – but as the best way to go about it for costumers and pros alike.
