Identifying customer needs
The New Zealand Association of Orthodontists is a representative body consisting of around 80 specialist orthodontists throughout New Zealand.
The issue for NZAO became apparent when dentists began completing 2 day courses for orthodontics as a substitute for the 3 years of training that was generally considered mandatory to practice orthodontics. Pairing these courses with slick marketing campaigns, dentists were seen practising more and more orthodontic work around New Zealand, ultimately jeopardising patient care and quality outcomes longer term.
Due to increasing competition NZAO needed a way to reach consumers who were being persuaded otherwise. They came to Dream Config with an idea to use a website redesign as a catalyst for change.
Redefining user personas
When NZAO approached us they had a dated website that only spoke to orthodontists. It was clear to us that the organisation would need to separate their customer journey and cater for two separate personas, the first being orthodontists looking to join NZAO or current members wanting to access the online portal with shared resources. The second was consumers who were after patient related information. The outcome was two separate websites, NZAO and ONZ.
ONZ was to be a simple yet enticing website to provide the public with all of the resources an individual would need when it comes to orthodontics, along with providing an easy way for someone to find a registered specialist nearby. Making this process as user-friendly as possible was a key priority for us.
Delivering dream results
NZAO would remain the organisations password protected platform for its members. Our intention for this site was to organise the information in a way that was super clear for members to access.
By implementing a carefully curated scoping process to initially establish the organisation's goals, audience, competitors, user requirements and brand messaging, we were able to look beyond just a single deliverable for ONZ, and further form a packaged solution to help them out. Our focus on creativity established a level of differentiation for the organisation in the highly competitive market they find themselves in. We were able to offer a contrary approach to the templated solutions that we are seeing too often used within the industry, through employing our integrated website technology that caters for scalable outcomes.
The next stage is to help ONZ grow at a national level with their marketing reach, engagement and customer conversion. This will be achieved through the use of our digital marketing playbook, which is specifically tailored around connecting qualified orthodontists with those in need.