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An invisible-aligner brand with two audiences at once: the dentist who recommends and the patient who decides. Each one needs to hear something different.
Smartee sells aligners to clinics and is chosen by patients. The dentist wants to know about technology, training and margins; the patient wants to know whether it hurts, how much it costs and how long it takes.
Posting for only one of them leaves the other out — and the account is the same one.
We split the content between what is aimed at the clinic — training, technology, terms — and what is aimed at the patient. Same brand, two registers.
“Invisible aligners are the future” works better than a technical description. We translate what the brand does without losing rigour.
Open days, a presence at trade fairs, campaigns with a deadline. Each one communicated in good time and with the same visual system, so the brand stays recognisable amid the noise of the sector.
There is a single account, but it alternates between the people who recommend and the people who decide. These are the three types of piece and the audience for each one.
Training, industry events and commercial terms. Content aimed at those who have to trust the product before they propose it.
What it is, how it works and why it is different from fixed braces — explained without technical terms.
Open days, time-limited offers and a presence at trade fairs. The part that turns interest into a booking.
Thirty minutes about what you sell and how you measure. If we are not the right choice, we will tell you straight away.
