Case Study · Branding, Content & Social Media
Smiles by Bergen Dental
Brand guidelines, a team photo shoot and social media management for Smiles by Bergen Dental, a dental practice in Midland Park, New Jersey, and for its dentist, Dr. Liany Farinas-Han.
Building a following from zero
01 — The Challenge
A trusted practice with no social presence
Smiles by Bergen Dental cares for patients in Midland Park, New Jersey. Its reputation was built in the chair, but online it had almost nothing to show for it: apart from a Twitter account with 188 followers, the practice and Dr. Liany were starting from zero on social media.
The practice wanted to reach new patients, stay close to existing ones while many were putting off appointments, and give Dr. Liany a voice of her own online.
02 — The Approach
One practice, two voices
Reach set the brand foundations first, then created and managed content for both the practice and Dr. Liany across four platforms and seven accounts.
01
Brand foundations
Brand guidelines setting out the practice’s look, tone and the content it would share.
02
Real faces
A professional photo shoot giving the practice its own team photos for social, the website and Google.
03
Helpful content
Dental tips, team features, patient testimonials, Invisalign before-and-after cases and blog posts.
04
From chair to feed
In-office signage with QR codes that invited patients to follow the practice on social media.
03 — The Work
Brand, shoot and social
Brand GuidelinesApril 2020
Guidelines that gave Smiles by Bergen a consistent look and voice, so every post, page and profile felt like the same practice.
Team Photo ShootFall 2020
Reach directed a professional photo shoot of the Smiles by Bergen team, then managed the edits and retouching. The photos refreshed the team pages and profiles across the website, Google, Facebook, LinkedIn and Twitter.
Social Media ManagementApril 2020 – July 2021
Weekly content calendars and day-to-day management of Facebook, Instagram, LinkedIn and Twitter for the practice and for Dr. Liany, alongside website and Google Business Profile updates and monthly reporting.
04 — What We Delivered
The full playbook
05 — The Result
A community built from scratch
The results (April 2020 – July 2021)
*Combined totals for the Smiles by Bergen and Dr. Liany social media accounts.
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