Smile Dental Partners (Smile) is a privately-owned group of multi-specialty dental practices in Michigan. Inside each Smile practice is a team of doctors, hygienists, and specialists dedicated to providing high-touch, preventative oral care in the areas of adult dentistry, pediatric dentistry, and orthodontics. Their industry-leading intergenerational approach to dentistry is unique. With new locations opening and expansions in existing locations creating additional capacity for growth, awareness of this multi-specialty point of difference and new patient acquisition topped the challenges we aimed to solve.