Maven Dental Group has launched a new strategic brand positioning, refreshed identity and website via Brother & Co. and Tribal Worldwide New Zealand, in response to changing patient needs and belief that wellness starts in your mouth.
Says Leeann Ellison, head of marketing, Maven Dental: “The new brand positioning came out of a need for greater differentiation in the highly fragmented and competitive Australian dental market. We tasked Brother to find a positioning that was genuinely true to our purpose, brand experience and of course, compelling to all of our patients.”
Says Kurt Viertel, co-founder and managing director of Brother & Co.: “Consumers are constantly evaluating value in the dental sector. Maven’s in-depth approach to delivering clinical excellence does more for patients. The clinicians at Maven assist patients in feeling healthier, happier and more confident which is what inspired the new brand positioning.”
By adopting a wellness approach to dentistry, Maven believes it will add more value and ensure greater wellbeing for patients far beyond their teeth and gums.
A recognition that digital channels are fundamental to a positive patient experience saw Tribal Worldwide New Zealand (part of the DDB Group) develop Maven’s refreshed website.
The new Maven brand and key business drivers ultimately informed the new experience which is fresh, innovative and designed to help shift the dial for the business with the latest search, marketing, lead generation and performance optimisation tools.
Says Liz Knox, managing partner, Tribal New Zealand: “We have thoroughly enjoyed working with the trans-Tasman Abano team. Their desire to push the boundaries has resulted in a uniquely identifiable experience that will serve the business for years to come.”
The new brand and website launched on Thursday, 27 February 2020 with a rolling delivery to more than 116 practices across Australia.
View the new brand and website here.