Case Study: Weideman Pediatric Dentistry

One of the strengths of motion media is its effectiveness in strengthening other marketing materials. Weideman Pediatric Dentistry had already invested in the creation of an elaborate website and office environment which expressed the organization's values and brand. One of the goals of the website was to fish for potential patients. Haven Falls was hired to help communicate what being a Weideman patient (or the patient's parent) is like.

Matching Weideman's Style

Haven Falls chose locations to film and created graphics for the video which were consistent with other design elements of the Weideman brand. This helps the viewer subconsciously connect the emotional impact of the video to the rest of their communications.

The Production Process

he project started with a fixed budget and preliminary timeline. It took slightly over six months to complete, primarily due to the hectic schedule of a busy professional practice. Haven Falls interviewed Dr. Weideman and her key staff to determine the elements of the practice that were most attractive to new patients. One of the challenges in the production phase of this project was working with children, which requires special skills and resources and is government-regulated. These elements were incorporated into a script, storyboards, and an animatic for their approval. At the completion of post-production, and after only one review cycle, they were able to begin using the video to grow their practice.

Distribution Plan

nitially the video will be shown on their website. A DVD was also created along with ancillary material such as interviews with the dentists and still photographs of the clinic. Later, they may use it at trade shows and in targeted mailings or media kits. They may also use the footage to create a series of television spots.

Return on Investment (ROI)

Media projects like this only make sense if they work. You understand your business and we understand motion media. Together, we work to determine how to measure return on your investment. In this case, direct measures included new patients who cited the media as part of their decision and the number of referrals that came from dentists receiving the DVD.