A fresh approach to dentistry

A Liverpool dental practice is taking a fresh approach to dentistry.

Milk: Fresher Dentistry forms part of a wider strategy of owner and practice principal, Dr Adam Dirir, who runs the surgery formerly known as High St Dental, a mixed private and NHS practice.

He wants to alter the public’s perception of going to the dentist.

The rebranding of his practice follows research into the psychological influences that can taint patient perception of the industry.

The Milk theme is the brainchild of the team at creative agency, Black and Ginger, who developed the new name and brand identity for the Liverpool practice following focus groups and the research.

A key quote from the focus group came from a 42-year-old architect who said: ‘Whenever I go to the dentist, I feel like I’m eight years old, waiting for the pain.’

Other members of the focus group discussed feeling that there was no communication about procedures and good dental care, nor any thought about consumer experience.

Managing director of Black and Ginger, Alex Frech, says: ‘We realised that the dentist is a service that people spend a lot of money on, sometimes for health reasons and sometimes for cosmetic. And therefore the consumer must feel like they are getting a premium service, from the moment they enter the practice to the after-care literature they leave with.

‘This is a great opportunity to right some wrongs and help bring dentistry up to speed with other lifestyle brands and products. For us this is more than just a logo or brand ident, this has to turn dentistry on its head and almost reverse anything that has come before it.’

Dr Adam Dirir says: ‘I appointed Black and Ginger on the strength of their previous work and their considered approach. The new identity ticks all the boxes for me to appeal to both new and established patients.’

The rebranding launches in two weeks.

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