Oasis Dental Care, the UK’s largest provider of private dental care services and a major provider to the NHS this week launch a nationwide TV advertising campaign, a first for the UK dental market.
The TV advertising campaign is part of a major re-branding and marketing campaign that will see Oasis Dental Care cement its position as the only national brand in a fragmented UK dental market with limited above the line marketing support.
The new TV advert premiered on Coronation Street on ITV1 on 6th October in the Midlands before rolling out nationwide in the coming months. The advert communicates the new brand identity and a strategy that puts the patient at the heart of the dental journey.
Under the stewardship of former Marks & Spencer’s chairman Lord Rose the dental provider has gone through a period of rapid expansion in the last 12 months. Recent acquisitions of the Smiles Dental and Apex Dental mean that Oasis Dental Care now has over 300 practices across the UK and Ireland, with annual revenue of over £225 million and 3 million patients.
David Leatherbarrow, COO Oasis Dental Care said “Going on TV is a first within the market and we are really excited about the impact this will have. We are committed to providing a truly patient centric dental journey at Oasis and many of the services we offer have come from patient feedback and research.”
To further improve the patient experience Oasis Dental Care has also invested in a new website focused around the patient journey and dedicated to providing unintimidating, honest and informative advice. The branding, website and TV advert were created by McCann Bristol. Media buying was Universal McCann Bristol.
The UK dental market has grown significantly in the last decade with an estimated value of £5.7 billion¹ and it is expected to grow further in the next five years. Oasis Dental Care is leading the way and sees the UK dental market following other high street healthcare providers such as pharmacists and opticians where customers benefit from trusted brands that deliver consistent levels of service and competitive pricing.
The new Oasis brand identity is friendly and modern, and complements the enhanced service offering, much of which was in response to patient research. Oasis surveyed 8,000 patients² and found that one in five respondents cited convenient opening hours as a reason for choosing their current dentist. Of those that recently changed dentists 41% had done so as they were unhappy with the quality of treatment or the price.
Oasis has therefore started to introduce extended opening hours (8 till 8 & Saturday opening), have introduced fixed pricing and implemented online appointment booking, as well as quality standards such as 100% Care Quality Commission (CQC) compliance and commencing a rollout of the British Dentist Authority’s (BDA) Good Practice Scheme (GPS), with 20 practices successfully awarded the Good Practice Scheme to date.
To find out more about Oasis Dental Care visit their new website at www.oasisdentalcare.co.uk
¹ Source: YouGov report. Market intelligence: Dentists and dental care. Sept 2013
² Source: Research referenced in this article was undertaken by Boxclever amongst 8,633 UK adults, September 2013