Using Adobe Experience Manager
to Drive Scale & New Market Growth

The Work

Founded in 1994, Pacific Dental Services (PDS) is one of the country’s leading dental organizations, with more than 400 supported dental offices across the western, central and southeastern United States. As they expanded rapidly to new markets and scaled their digital and content marketing efforts to keep pace, they engaged Hero Digital to migrate multiple websites to the powerful Adobe Experience Manager (AEM) platform.

  • Adobe AEM
  • Digital Strategy
  • User Experience Design
  • Visual Design
  • Development

The Impact

  • 3websites launched in 12 weeks
  • 25%increase in website traffic
  • 19% increase in new leads
  • 23 new components provided in AEM – double the requested number

The Details

PDS operates a number of practices and multiple websites but had struggled to keep pace digitally with their physical growth and expansion. They approached Hero to launch three new website hubs –Pacific Dental Services, The Smile Generation and Every Kid’s Dentist. Beyond keeping pace with growth, and providing best-in-class website solutions for each owner-dentist PDS supports, they knew existing and future customers demanded a seamless online experience that served their precise needs from research through to booking. Hero offered them a complete team to help serve their needs from planning to experience design, to AEM platform development. We started with an in-depth user experience phase, where we applied our Hero Moments concepting approach to help PDS focus on a unified style, tone, and interaction model. Next, our Prioritization Workshop guided them in defining the ideal experience for MVP – which galvanised the primary needs and user journeys of PDS prospects and customers across practice types.

This put us in a strong position leading into our design phase, which focused on delivering the aesthetic and functionality required to deliver that experience. Hero’s development team then broke down the designed site experience into a foundation of AEM components PDS could repurpose across multiple properties. For Every Kid’s Dentist, we set up 3 AEM frameworks that enable them to set up new pediatrics sites by the thousands for all of their practices nationwide. This structure provided their lean marketing teams with the ability to scale quickly and deliver content consistently across multiple properties and while maintaining the ideal experience.

Among the most powerful new features we built is using Adobe Search & Promote integrated with Google Maps and office location data to power a “Find a Dentist” tool, which helps patients to quickly find local practices, filter by services, read reviews, and book appointments based on availability, all without having to call PDS offices. This new tool helps users quickly find relevant content based on site behavior, improving engagement and encouraging conversion to booking.

Collectively, our partnership with PDS has given them a powerful platform to drive growth, acquire more patients, better retain existing patients and enhance the digital experience across their properties.