Aquafresh’s new dental clinic branding initiative has seen 10 dental clinics in Soweto given a facelift in a bid to reach and educate two critical target markets - dentists and residents.

“The dental clinic branding programme is all about establishing a working relationship with dentists in areas like Soweto, understanding the work that they are currently doing and the challenges they face. It also provides an important opportunity for Aquafresh to look at how it can assist them going forward while giving something back to the community through education,” explained Michelle Cloete, group product manager of Aquafresh.

Conceived by Comutanet together with Notabene, Aquafresh’s dental clinic branding initiative set out to give oral healthcare a whole new image in Soweto. Once the practices most suited to makeovers were identified, Aquafresh provided eye-catching signage. This was followed by branded notepads and appointment cards, which according to dentists not only helped patients remember their appointments, but also made the practices present a professional image.

However, the entire project went far beyond slick new stationery and a coat of paint, according to Cloete. Each of the 10 practices were supplied with educational material, such as children’s growth charts together with products from the Aquafresh Kids Range - Aquafresh Milk Teeth, Little Teeth and Big Teeth. The 10 dentists have been provided with Aquafresh toothpaste and toothbrushes to hand out to patients as they educate them on how to brush for two minutes twice a day for stronger teeth.

According to a Comutanet spokesperson, the Aquafresh dental clinic branding initiative has been well received by dentists and has already had a positive impact. Dentists are more loyal to Aquafresh as a brand and realise what it can do for their patients and oral healthcare in their communities. The dental clinics are more visible with the Aquafresh signage boards and dentists feel proud of their rooms. 

The revamp has insipired one of the dentists to expand his practice. His reception was relocated and upgraded and he has appointed an oral hygienist.