CASE STUDY • HEALTHCARE
Midlothian Family Dentistry (MFD)
Brand refresh, conversion-focused website, scalable service-video system, and SEO industry articles that showcase MFD’s differentiated sedation expertise and full-service family care.
Role: Creative Director
Scope: Brand Refresh · Website Redesign · Service Video Production System · SEO Industry Articles · Messaging/Positioning · Analytics & Attribution
Situation
Midlothian Family Dentistry (founded 1999 by Dr. Robert Sorenson; joined by Dr. William Monacell in 2005) is known for high-tech, judgment-free care and customized levels of sedation up to general anesthesia—alongside full-service family, cosmetic, implant, and orthodontic dentistry.
The brand needed a modern identity and web experience that reflect its compassionate culture, premium technology, and “get it all done in one visit” differentiation—plus scalable content systems (video + articles) to grow authority across sedation and specialty services.
Problem
- Legacy visual identity and common dental tropes under-represented MFD’s unique sedation depth and concierge experience.
- Website didn’t fully convey “anxiety-free, one-visit” differentiation or make service pathways/CTAs obvious for high-intent visitors.
- Video and article content were ad-hoc; no reusable format tying mission, credentials, value prop, and next steps together.
Solution
- Brand Refresh: iterative stakeholder process; selected typography and a modern color system (calm, confident blues; health/innovation greens) aligned to the brand personality.
- Website Redesign: mobile-first performance, anxiety-reducing messaging, clear “Book/Call/Consult” CTAs, and service hubs for Sedation, Implants, Cosmetics, Ortho, Family.
- Service Video System: single format for all services—Problem → Credentials → Value Prop → CTA with QR/links—to streamline production and maintain consistency.
- SEO Industry Articles: expert, judgment-free articles mapped to sedation FAQs, post-op care, and specialty decision journeys to build topical authority.
Achievements & Highlights
Brand System
Lettermark + color/typography kit expressing compassionate, innovative, personal care.
Experience-First Website
Clarity for anxious patients; fast paths to sedation consults and family care bookings.
Reusable Video Format
One structure for any service video → consistent storytelling + easier production.
Brand & Visual Systems
- Logo/lettermark, color families, and typography aligned to “calm, confident, innovative.”
- Voice guidelines: conversational, judgment-free, expert & friendly.
- Badge set for sedation depth, advanced tech, and limited referrals (full-service).
Campaigns & Content
- Service video series (Sedation, Implants, Cosmetic, Ortho, Family) using the shared format.
- SEO industry articles mapped to FAQs & decision journeys; tone of relief, confidence, trust.
- Website CTAs and scheduling pathways for “get it done in one visit.”
Creative Leadership
- Stakeholder workshops; iterative optioning for colors, type, and marks.
- Message architecture centered on compassion, innovation, personalization.
- Content ops: repeatable video & article templates + analytics definitions.
Key Outcomes & KPIs
↑ Qualified Consults
Clear CTAs + service hubs lift sedation & implant consult requests.
↑ Content Engagement
Reusable video format increases completion & recall; articles earn saves/shares.
↑ Local Visibility
Industry articles & structured service pages improve topical authority.
↓ Patient Anxiety
Messaging & visuals emphasize judgment-free care and sedation options.
Attribution & Testing
- GA4 conversion paths for “Consult/Call/Book,” per-service UTMs
- Search Console monitoring for sedation/implant/cosmetic clusters
SEO & Content Ops
- Article pillars: Sedation, FAQ & Aftercare, Orthodontics, Implants, Emergency, Pediatric & Cosmetic Dentistry.
- Voice: conversational, friendly, expert; judgment-free stories & proof.
Elisa Hodapp 