Rock Dental Brands: filling the chair across five states
In brief. Rock Dental Brands needed a content and local search program that respected the distinct market, search demand, competitors and chair capacity of every location. We built a location-specific content program for each office.
$9M increase in annual revenue · 11% increase year over year · 100+ locations across 5 states
The situation
Rock Dental Brands operates more than 100 locations across Arkansas and four other states. A multi-location dental group at that scale faces a specific content problem: every location has its own local search demand, its own competitors and its own chair capacity, but almost no group can staff content production location by location.
The entry problem
Fill chairs and grow production across every location, using one strategy that still respects what makes each location's local market different.
What we did
We built a distinct content plan for each location, tailored to that location's search demand, competitors and chair capacity. Local search visibility and reputation management ran alongside each location's content program, since for a patient choosing between two dental offices in the same market, reviews are frequently the deciding factor.
Every location's performance rolled up to one view and drilled back down to the location level, so the group could see which markets were working and which needed a different approach.
This Smile Changes Everything
Rock Dental Brands campaign examples, tailored to the distinct needs of each location and practice. Offers shown are part of the sample artwork, not offers available through this site.
Campaign wordmarkRock Dental Brands campaign wordmark for the This Smile Changes Everything creative family. 
WestRock orthodontic offerWestRock Orthodontics creative featuring a girl with an orthodontic offer, produced for that location. 
Leap Kids DentalLeap Kids Dental creative featuring a toddler, produced for that pediatric practice. 
Impact Oral SurgeryImpact Oral Surgery creative featuring a teen, produced for that oral surgery practice. 
WestRock affordability messageWestRock Orthodontics affordability creative featuring a boy with braces. 
WestRock InvisalignWestRock Orthodontics Invisalign creative featuring an adult smile. 
Spotify campaign cardSquare Spotify card from the campaign featuring a girl, built for audio streaming placements.
The numbers
$9M
increase in annual revenue
11%
increase year over year
100+
locations across 5 states
78.4%
increase in organic reach
85.7%
increase in organic engagement
66,322
organic views and 766 engagements from 40 pieces of content
What it grew into
Rock Dental Brands demonstrates how one content strategy can work across many locations without multiplying the workload. It informs the multi-location approach described on the Dental Groups page.
