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Making a Dental Difference
The Problem
Shortline Dental, a locally owned dental clinic opened several years ago in east Tulsa to treat adults and children. Located in a low-income and largely Hispanic area of the city, the clinic immediately filled an important gap in care by treating a high percentage of Medicaid patients and many who were uninsured.
Despite its early success, the clinic lacked basic tools to communicate about its services to the clinic’s target audiences, including current and potential patients – who were Hispanic and non-Hispanic residents – and local referring agencies such as medical clinics, non-Medicaid dentists and social service providers.
The Solution
Waller & Company was hired by Shortline Dental in 2007 to launch a clinic website in both English and Spanish – a tool the clinic previously did not have. Waller also developed bilingual brochures on the clinic’s services as well as brochures targeting referring agencies, pregnant women and seniors. Various other tools also were developed by Waller, including referral cards and redesigned clinic letterhead.
Waller also launched a biannual newsletter for the clinic’s referring agencies. With Waller leading content development, design and project coordination, the newsletter eventually became quarterly and today reaches more than 1,500 medical and community service providers, daycare providers and senior living communities in the Tulsa metro area.
The Result
In 2008, a second clinic was opened in north Tulsa, followed by a third location in south Tulsa in 2009. Shortline Dental continues to work with Waller & Company today to maintain and update its marketing tools on an ongoing basis and to help the company reach out successfully to its target audiences.
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