Patient sitting in dental chair smiling up at dentist

What We Did

Pacific Dental Systems is a rapidly growing dental care system that connects more than 400 geographically dispersed, individual dental offices into one organization. As PDS expanded rapidly to new markets and scaled its digital and content marketing efforts to keep pace, the company engaged Hero Digital to migrate multiple websites to the Adobe Experience Manager (AEM) platform. Hero provided everything from planning to experience design to platform development. Starting with an in-depth user experience phase, we helped the PDS team coalesce around a design aesthetic, key user personas, and priorities for the sites, which we helped them organize around three new website hubs –Pacific Dental Services, The Smile Generation and Every Kid’s Dentist.

Full desktop screenshot of Pacific Dental homepage with headline

Our Impact

3

websites launched in 12 weeks

19%

increase in new leads

25%

increase in web traffic

23

new components in AEM

Doctor showing patient Pacific Dental website on mac computer
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Products & Experiences

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Products & Experiences

Beyond keeping pace with growth, and providing best-in-class website solutions for each owner-dentist PDS supports, the company knew that existing and future customers demanded a seamless online experience that served their precise needs from research through to booking. We applied our Hero Experience Models 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 a Minimum Viable Product and galvanized the primary needs and user journeys of PDS prospects and customers across practice types. This put us in a strong position leading into the design phase, which focused on delivering the aesthetic and functionality required to deliver that experience.

User visiting Pacific Dental iPhone interface with office locator screen
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Technology Platforms

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Technology Platforms

Once design was completed, Hero’s development team 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 three AEM frameworks that enable PDS to set up new pediatrics sites by the thousands for all of its practices nationwide. This structure provided its 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 Hero Digital built for PDS is an integration of Adobe Search & Promote, 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.

Pacific Dental iPad interface with careers page
Full desktop screenshot of Pacific Dental website
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