Case Study

Marketing, UI/UX Design

Flexible Marketing Strategy Supports Exeter Smiles Through Business Changes

After a reshaping of the business, Exeter Smiles (formerly Exeter Orthodontics) continued to work with KDG through their flexible marketing packages to ensure the business stayed strong and maintained consistency, with new qualified clients by adding an AI Chatbot to their site and expanding their digital presence online.

Logo featuring a tooth with braces next to the words "Exeter Smiles" in bold blue and green text on a white background—ideal for digital marketing and online branding.

Play Video: KDG's Flexible Marketing Strategy Brings New Patients to Exeter Smiles

Website Chatbot

The website chatbot helps turn leads into new patients, even outside of office hours, by answering questions and collecting contact information for follow-up. Information is ready for the team the moment they clock in, all that's left to do is schedule the appointment!

Expanded Online Presence

The dental industry is exceptionally competitive, so it takes strategy and adaptability to continue ranking high for both organic and paid search. KDG's team continually assesses and modifies search strategy through content updates, exploring new paid ads opportunities, and boosting online business listings with fresh content.

Refreshed Branding

To help Exeter Smiles stand out from its competitors, KDG sought to refresh the branding and online presence with bright visuals, family-friendly educational material, and a fresh assortment of photos from an on-site photoshoot. Images of the real Exeter team can now be found online across their many platforms.

Changing Needs

In order to maintain a strong flow of incoming new patients for Exeter Smiles (formerly Exeter Orthodontics), KDG leaned into the flexibility of their marketing packages to test new opportunities to make the journey from lead to patient efficient and easy for everyone involved. To help Exeter Smiles stand apart from their competitors, a refresh of their social media presence and updates made to their online listings helped capture greater organic search, while new campaigns for paid ads were tested across new platforms.

Key Project Components

  • New Paid Ad Campaign Strategies

  • Targeted Press Releases

  • NEW Pricing & Insurance Pages

  • Social Media Refresh

  • Continuous SEO Updates

  • New Website Chatbot

  • On-Site Photoshoot

  • Monthly Educational Blog Posts

Office Manager Chelsea Miklich greets patients at the front desk in the Exeter Smiles Allentown, PA office.

The chatbot works overtime... it's working on evenings and weekends when we're not, so we can come into the office and those new patient requests are already in there for us and we can just get started.

Chelsea Miklich
Office Manager
Quotation mark icon

Solutions

Shifting Strategies

After many years of quick growth, Exeter Smiles reshaped as a business and opted to focus on two locations: Allentown and Reading. This posed a unique challenge for the KDG team, as it required a shifting of strategy and priorities in order to maintain presence without halting continued growth for the remaining clinics. Because of the flexibility of KDG's marketing packages, a new strategy could align to hone in on maintaining a smaller but more enhanced online presence through updated business listings, social refresh, and targeted press releases.

Easing the New Client Journey

With the website as their strongest online asset, KDG sought to enhance that experience even more for those searching for the services offered by Exeter Smiles. By updating their site with a new chatbot that could pull information from not just official site pages, but also from the broad library of blog posts, it was able to provide answers to questions ranging from service needs to FAQ about Invisalign and braces treatment and care. The chatbot is also able to gather new contact information and send it directly to the Office Manager's inbox during closed hours, enabling a smooth and efficient new-client onboarding process.

Connecting On-Site

To ensure KDG is able to provide the most up-to-date information about the business and its services, on-site visits enabled the team to connect directly with the Exeter Smiles crew. New employee headshots, clinic photos, and even photos of smiling patients during their appointments now provide a first-hand look into the wonderful atmosphere of the Exeter Smiles clinic, not just on the website but also within their social media and on their online business listings.

Exploring Key Features in Action

The newly updated site Chatbot allows new leads to easily find answers to their questions, get contact information, schedule an appointment, and find the nearest location without even having to search the site.

A fully branded refresh took Exeter Smiles' social media presence to the next level by playing into the team's warm, family-friendly atmosphere and leaning into the bright and playful colors of the business logo.

To provide a fresh look at the Exeter Smiles team and clinic setting, the KDG marketing team went on-site for a photoshoot to capture new images of Dr. Joel, Office Manager Chelsea, and all the amazing members of the Exeter Smiles team. Showing the smiling faces of their patients only adds to the warmth and charm that Exeter Smiles has become so well known for. These photos are used across the website, socials, and business listings.

Dr. Joel Silman attends to a patient at the Exeter Smiles Allentown, PA location
Office Manager Chelsea Miklich greets patients at the front desk in the Exeter Smiles Allentown, PA office.
Dr. Joel Silman of Exeter Smiles works with a patient at the Allentown, PA clinic.

The new Payments landing page captures a large share of commonly searched phrases in Google for braces pricing that many competitors do not show or answer on their own websites. As one of Exeter Smiles' greatest differentiators, their pricing now sets them apart in both affordability and accessibility as public knowledge.

The new landing page provides a means for capturing one of the most Frequently Asked Questions during patient onboarding: do you accept my Insurance provider?

While many of Exeter Smiles' competitors won't share this information publicly (most sites tell you to call and ask), they wanted the new-patient journey to be as easy as possible from where they started on the website, to the time they walked in the door for their first appointment. By providing a full list of accepted providers right on their website, new patients and families can start their journey with confidence.

KDG office
Quotation mark icon

We've seen huge increases in patient flow over the years. [KDG] helps us reach target audiences... and has been very effective in getting our branded culture out in public message form.

Dr. Joel Silman, Exeter Smiles Owner

KDG has helped with our online presence, our communication with the patients, and also with a steady flow of new, high-quality incoming patients.

Chelsea Miklich, Office Manager

Explore More

Related Insights

View All
  • Article
    Inclusive Workplaces Matter for Sustainability of Organizations
  • Article
    Inside Zoholics USA 2026: Zoho ERP, AI, and Enterprise Growth