Healthcare Branding and Knowledge Solutions

Dr. Motiwala

Repositioning a dental implant practice into a branded “Smile in 3 Days” destination

Overview

Dr. Motiwala Dental Clinic & Implant Centre, in Jubilee Hills, Hyderabad and led by oral and maxillofacial surgeon and certified implantologist Dr. Irfan Ali Motiwala, specializes in dental implants and full-mouth rehabilitation, drawing patients from across India and abroad. Its distinctive capability is delivering permanent, fixed teeth in three days — against a conventional norm of three to twelve months — backed by a large track record of immediate-loaded implants, a lifetime warranty, and an in-house lab. The opportunity was to package that capability into an ownable brand and a digital presence that could communicate it credibly. IMC led a complete repositioning, anchored on the “Smile in 3 Days” brand.

The Challenge

  • A highly competitive dental-implant and smile-makeover market with little differentiation
  • A distinctive, proof-backed capability — fixed teeth in 3 days versus the conventional 3–12 months — that lacked an ownable brand and clear articulation
  • Complex implant science (basal and pterygoid implants, immediate loading, zirconia) that had to be explained credibly and accessibly, especially to international patients deciding from afar
  • No cohesive digital presence or content system to build trust, present proof points, and drive enquiries
  • A need for a consistent, engaging social presence

IMC's Role

IMC operated as the brand, content, and digital partner leading a complete repositioning — creating the “Smile in 3 Days” brand, building the website, developing medically accurate content, producing video assets, and defining the social media content strategy.

Transformation

Creating the “Smile in 3 Days” brand

Packaged the practice’s rapid full-arch capability into a clear, ownable brand — Smile in 3 daysZr — built around its proof points: permanent fixed teeth in three days, a large immediate-loaded-implant track record, metal-free zirconia, and a lifetime warranty.

Building the website

Designed and developed the digital home, structured around the Smile in 3 Days proposition, implant and dental services, the international-patient journey, proof points and testimonials, and conversion.

Developing medically accurate content

Created credible, accessible content explaining the technique — single-piece Swiss basal implants, pterygoid implants, immediate loading without bone grafting or sinus lifts, and in-house CAD/CAM zirconia bridges — plus comparisons with the conventional technique and a cost comparison to help patients decide.

Producing video assets

Built a video library of procedure explainers, full-arch zirconia bridge explainers, and patient stories to make complex treatment understandable and to build trust with prospective and international patients.

Defining the social media content strategy

Established a content strategy and presence across channels, carrying the repositioned brand and its “Every Smile is a Statement” theme consistently.

Impact

  • A distinctive, ownable “Smile in 3 Days” brand in a crowded market
  • A cohesive, conversion-focused website with a clear international-patient pathway and visible proof points
  • Medically accurate, accessible content explaining a complex technique and its advantages over conventional treatment
  • A video library that made complex implant treatment understandable
  • A consistent, strategy-led social presence
  • A complete repositioning from practice to branded destination

For Dr. Motiwala, IMC turned a distinctive clinical capability into an ownable brand — “Smile in 3 Days” — backed by a credible website, medically accurate content, and video that give patients, including those traveling from abroad, the confidence to choose it.

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