Our initial involvement with Harbourway was to create a Marketing Plan that would not only help to increase private fee income but also to prepare the ground for recruiting new NHS patients should the tender be successful. 


As part of a packaged service, Smile Marketing assisted the practice in its tender application by creating some attractive patient literature that would illustrate how Harbourway Dental would support new patients. This input helped the practice win a new NHS contract following competition with several other practices, both independent and corporate.

Careful and meticulous marketing planning was required to achieve patient communications that would both attract NHS patients whilst retain the loyalty of existing private patients. A key aspect of the plan was to create a dual brand to differentiate the services - NHS and private -offered to patients.

Local community-based tactics were deployed to celebrate the successful bid, build awareness and attract typically 'harder to reach' patients. A range of initiatives included local PR, new practice signage, an upgraded website, strategically positioned bus shelter posters, selective door drops and advertorials.

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