P1 Dental Partners Recruitment Brand System
The Issue
P1 Dental Partners needed a clearer way to recruit dentists and communicate the value of its partnership model. P1 needed consistent messaging that could explain its model, build trust with prospective partners, and give internal teams the tools to communicate clearly across touchpoints.
Idea
Turn a complex recruitment and partnership story into a connected system of tools. Each piece had a specific job, but all worked from the same message strategy: help dentists understand the opportunity, trust the model, and see P1 as a partner in growth.
My Role
Creative strategy, messaging architecture, copywriting - crafting questions that elicit informative and dynamic answers, on-screen interview, brand voice development, and development of recruitment materials across web, print, and video.
Results
The work helped double client business and supported a successful expansion into the Chicago market.
Created SMILE, an internal program reinforcing P1’s purpose, vision, and values built around Patient First, Provider Led, Excellence Always.
Wrote a brand guide to ensure internal teams and new partners present a uniform voice, visuals, messaging, and execution at every touchpoint.
Building upon the success of the initial video, one was created to speak to and recruit Chicago dental practices to join.
The revised P1 website declares P1’s promise to providers and patients.
Utilizing structured, open-ended questions to elicit a natural, unrehearsed discussion made the video approachable and trustworthy.