Client
Aspen Dental
Case Study · Custom Website Development · National Lead Generation
A 1,100+ location dental network turned into a locally dominant, nationally consistent acquisition engine - starting with a custom-built website, then performance, local SEO, GMB and community-led storytelling on top of it.
Aspen Dental is one of the largest and fastest-growing dental service providers in the United States, with over 1,100 locations across 45 states. Focused on accessibility, affordability and convenience, its mission is to break down the barriers to quality oral healthcare.
The brand positions itself as a community-driven, patient-first dental care network offering general dentistry, cosmetic procedures, dentures and emergency services.
Scale is the advantage and the problem. Every one of 1,100+ locations competes in its own local search market, while the brand has to read as one modern, patient-focused network.
A patient searching "dentist near me" is not shopping for a national brand. They're shopping for a chair, this week.
Strengthening digital presence and communicating Aspen Dental as modern and patient-first.
Generating high-quality leads across all US states while optimising cost per lead.
Establishing visibility across hundreds of local markets through SEO and GMB optimisation.
Enhancing social engagement and community credibility through storytelling, not advertising.
The custom website came first - then performance marketing, local SEO, content and community engagement ran on top of it as a single connected programme rather than parallel channels.
The patient-first website at the centre - and around it, Patient transformations, Dental Myths vs Facts and Life at Aspen, a hyper-local creative system with ZIP-code-level relevance.
A clean, reassuring web experience for one of the largest dental networks in the US - built to help patients find care, compare options and book a same-day appointment with confidence.
View website →Three formats from the national system - the brand film, the patient story and the service ad that converts.
The humanising brand film in the Aspen voice - real patients and real smiles, the awareness layer behind a 28% lift in brand recall and 33.6M impressions.
First-person storytelling cut for the feed - the community-led layer that makes a 1,100-office network feel like the clinic down the street.
The conversion layer - services and affordability explained straight to camera with the ask built in, the creative behind a $38 CPL against a $55 industry average.
Six months of integrated national campaigns, measured against category benchmarks.
| Metric | Before (industry avg) → With The Brand Bee |
|---|---|
| Impressions | 12M → 33.6M (+180%) |
| Engagement rate | 2.1% → 5.2% (+145%) |
| Average CPL | $55 → $38, as low as $26 (-31%) |
| Leads generated | 27,000 → 52,000 annually (+92%) |
| Lead-to-sales conversion | 5.1% → 9.2% (+80%) |
| ROI | 2.0× → 4.1× (+105%) |
| Local search visibility | +70% on "dentist near me" |
| GMB calls to appointments | +45% |
| Patient appointment revenue | $150M+ within the first year |
The programme generated over $150M worth of patient appointment revenue within the first year while strengthening Aspen Dental's reputation as the most accessible dental network in the US.
CPLs ran consistently 30-40% below industry benchmarks, and the brand was positioned as a leader in local dental SEO, dominating search results across multiple US markets.
By combining data-driven marketing with empathetic storytelling, Aspen Dental achieved exponential growth in new patient acquisition, digital visibility and brand equity.
A 1,100-location network became locally dominant everywhere at once - 52,000 leads a year, CPL 31% below benchmark and $150M in appointment revenue.
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