Challenge 

Dr. Sergio Guzman and Dr. Christian Cabello distinguished pediatric dentists with board certifications decided it was time to partner up and open their own pediatric dentistry practice. In a competitive dental landscape, they understood the imperative not only offering the best quality dental care in the region, but also distinguishing themselves through a unique offering. Additionally, their aspiration was to forget an environment where children perceive going to the dentists as an enjoyable and secure experience, alleviating their fears about the dentist’s chair. In turn, parents can relieve their stress about their children’s dental health.

Strategy

To put a creative strategy into place, the doctor’s enlisted the professional and creative minds at PMDG to conceive a clinic that would highlight their state-of-the-art dental expertise and center on creating an atmosphere of enjoyment and trust for patients.

After extensive consultations and brainstorming ideas, PMDG delved into their vision of creating an environment in which the young patients could immerse themselves in a different world, a world that could deter them from any fear associated with a dental visit. Drawing on research insights on how children confront fear, the PMDG team determined that when children confront fear adopting the persona of a different character or being inspired by one can provide them the courage needed to overcome it. And what better character than a superhero to combat their fears? Thus, ‘Little Heroes Pediatric Dentistry’ was born, a realm where cavities are the enemy and the patients, alongside their dentists, are the heroes who face their foes upon entering the doors.

A detailed storyboard was designed to narrate a complete tale, guiding children from the waiting area to the dental chair. This storyboard was reflected in the environmental design, which guides patients through a journey, concluding in the dental chair where they witness their ultimate triumph over cavities displayed on the ceiling.