Case Study | Medical | Cosmetic Dentistry
Dental Marketing
Dr. Madelyne Salo, a personal brand for a new generation of dentists
How we launched a new graduate as a name patients search for, then carried that brand across the family practice she co-founded and the three other dental offices under the same roof: logo, website, photography, video, search, media buying and print, run as one program.
The Client
Dr. Madelyne Salo, DDS
A second-generation cosmetic dentist who grew up in the practice her father built. A graduate of UCLA and the University of the Pacific Arthur A. Dugoni School of Dentistry, she co-founded Salo and Salo Dental Aesthetics on the with her father and teaches in the aesthetics department at the NYU College of Dentistry.
She has been featured as a podcast guest on father and daughter dental partnerships, is on faculty with Aesthetic Advantage, and sits on the Junior Board of the PHASE ONE Foundation. Her focus is cosmetic and anti-aging dentistry and full mouth rehabilitation: veneers, implants and smile makeovers for patients across its market.
Services
By the Numbers
Objectives and Approach
Launching a Dentist as a Brand Before Her First Patient Searched for Her
When the partnership began, Dr. Salo was a new graduate joining a family of established practices. The assignment was to introduce her to the market as a cosmetic dentist in her own right, give her a brand that could stand beside her father's, and then grow the practices she leads with search, media and print that fill the schedule.
A Personal Brand, Built From the Monogram Up
Logo, color system, business cards, headshots and a personal website gave a first-year dentist the presence of an established specialist. The same brand language was then carried into Salo and Salo and the two sister offices the family runs across its market County.
Photography and Video That Patients Recognize
A studio-quality shoot across the practice, chairside, at the front desk and with her father at the door of the office, supplied the websites, social channels, mailers and YouTube with real imagery of the real dentist. Reels and brand video followed.
Found for Her Name, Then for the Work
Search engine optimization and Google Business Profile management made her name and the practice name the first result, then built first-page visibility for cosmetic, implant and general dentistry searches in her market, with more than 150 first-page keywords and 1,800 ranking keywords across four practice websites.
Media Buying, Mailers and Reputation
Paid media across Google and social channels, neighborhood mailers and print, and a review program on Google carried the brand across the city and kept every office in the family at a 4.7 Google rating or better, with more than 700 public reviews.
Photography
The Headshots That Introduced Her to Her Market
From the August 2021 shoot: the white coat portrait used across her personal site and profiles, the practice entrance and the exam room. These photographs still anchor her website, social channels, press profiles and print.
Virtual Tour
Walk Through Salo and Salo Before You Book
Video production for the family of practices: a virtual tour of the office, reels and brand video, hosted on the practice YouTube channel and used across the websites and social media.
Social Media
A Feed That Looks Like the Practice
Her Instagram is one of the cleanest dentist profiles in her market: professional portraits, real patient results, the practices and the product line, all in the same brand language as the websites and print. 4,200 followers and 244 posts, with her NYU faculty role and practice affiliations in the bio.
Featured post, October 2026
Profile and feed, November 2026
Services Marketed
Thirty-Three Services, Marketed Under One Family Name
Every service the practice performs received its own page, keyword set and content on the family website, with the new graduate introduced as the specialist behind the cosmetic and anti-aging work, and the same services ran through newsletter and text campaigns to existing patients for recalls, cosmetic offers and new services.
Thirty-three service pages in all.
Search Engine Optimization
First for the Family Name, First Page for the Work
Organic rankings, November 2026, across the four practice websites.
Brand Assets
One Brand System, Four Practices
The personal monogram, the practice website and the social feed were designed to work together, so a patient who finds Dr. Salo on Instagram, on Google or in the mail sees the same brand at every step.
Website Design
Three Rounds to an Approved Homepage
The homepage went through three design rounds in one week in May 2021, from a light editorial layout to a deep navy hero, before the approved direction combined the portrait, the monogram and the areas of expertise into one page.
What We Manage
Then and Now
Impact Summary
A New Graduate, Introduced as a Brand and Found as a Specialist
A personal brand launched from the monogram up, photography and video that patients recognize, and a search program that makes her name and her practice the first result. Five years in, the same brand system runs across four practices and two generations of dentists, with more than 1,400 patient inquiries through the websites and more than 700 Google reviews at a 4.7 rating or better, in one of the most competitive dental markets in the state.
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