Case study · Orthodontics
Ready for the practice she's building next.
Dr. Mikaëlle Williams is a third-year orthodontic resident in Atlanta. She's already consulting with general dentists on complex cases, and mentoring the students coming up behind her. Her site had to be ready for both.
Where she's headed
"Keep your patient. Elevate your care."Her line, and the idea her consulting practice is built on
When a general dentist hits a complex case, the usual move is to refer the patient out. The patient relationship often goes with them.
With Dr. Williams, the dentist sends the case, not the patient: X-rays, photos and notes.
A written plan comes back in 24 to 48 hours. The dentist stays the primary provider, and the patient stays in the practice.
One site, two audiences
Dentists come to her for cases. Students come to her for a path.
What I built
A site that earns a dentist's trust before the first case.
01 · Credentials
Her path, laid out plainly.
Vanderbilt, Tufts, her residency and the board certification track, in order, so a dentist can place her in seconds.
02 · Services
Five ways to work with her.
Treatment planning, complex case review, second opinions, treatment strategy and interceptive care, each with a direct way to submit a case.
03 · Case submission
Structured, not a text thread.
One form for the dentist's details, the case and the files, instead of texting photos and waiting for a callback. Uploads and per-case billing are built to plug in as her practice grows.
04 · Mentorship
A page for the students behind her.
Who it's for, what sessions cover, and a clear way to request one, in the same voice as the rest of the site.
The decisions
Three calls I made for her.
Look ready now. Grow into the rest.
The site launched looking every bit as credible as her credentials, with case submission, uploads and billing planned in stages. She didn't have to wait on the back end to start being found.
One name, one site.
Mentorship could have lived on its own site. Instead it sits behind a tab, so dentists and students both find her under one name, and each sees the part meant for them.
A person, not a clinic system.
Small handwritten touches, like the "for students" tab, and real photography instead of stock. It reads like her, because it's supposed to.
"Her words about working together go here, in her own voice, once she sends them."Placeholder · waiting on Dr. Williams' quote
Sentinel Strategy Group. Recognized as the strategist she is.
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