Work / MB2 Dental
MB2 had the better deal. Dentists couldn’t hear it.
A targeted messaging strategy for a dentist-led group taking on the corporate chains.
- Client
- MB2 Dental
- Sector
- Dental partnerships, USA
- Work
- Messaging strategy, Positioning, Inbound marketing
- 79
- New affiliated practices
- 4
- New states
- $230M
- Record annual revenue
MB2 Dental’s 2019, the year the new message ran.
A better model, lost in the noise.
MB2 Dental is a dentist-led partnership group out of Texas. Dentists who partner with the group keep real equity in their practice, and their clinical autonomy.
Most dentists thought they had 2 choices: run a practice alone, or sell up to a corporate chain. MB2 was a third. But the message was muddled, and the dentists who most needed to hear it weren’t hearing it.
The chains were happy to keep it that way.
The third option, said plainly.
So the message started where every dentist already was: stuck between going it alone and selling up.
MB2 sat in the gap. Dentist-led, and the practice stays yours. We tore up the old corporate brand story and rewrote it in the words dentists use with each other, with the industry jargon sanded off.
Then it went everywhere dentists looked.
- 01
Audience research, national and state by state, so each message landed in the right practice.
- 02
Ads, search, social and content, rebuilt on the new message.
- 03
Landing pages that turned a curious dentist into a conversation.
- 04
One HubSpot funnel that tracked every lead from first click to partnership.
- 05
3 agencies across 3 timezones, steered to tell the same story.
The biggest year in MB2’s history.
2019 was MB2’s best growth year yet: 79 new affiliated practices, 4 new states and a record $230 million in revenue.
By January 2020 the group had passed 200 affiliated practices, with 20 more acquisitions lined up for the first quarter.
The model was MB2’s. We made it easy to hear.
“Atomivox excels at taking a complicated value proposition and distilling it down for the prospective consumer to understand. They really helped us take our marketing approach to the next level.”
