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Swish Dental
Case Study

A modern dental website for a modern dental practice

The problem

This dental group was crushing it—but not online 

Swish Dental, an innovative dental group in Austin, Texas, was exploding in popularity. But as their business grew to 12 offices, their web presence was left behind. They simply didn’t have the in-house skillset to develop a site that matched the fresh, polished vibe of their dental studios—and that’s where we came in.

The opportunity

We found a few cavities to fill

To modernize Swish Dental’s online presence for their growing clientele, we found 4 big issues to solve:


Updating the site while maintaining SEO

Swish had a killer new design concept for their site but didn’t know how to make it happen. They didn’t want to take a chance doing it themselves and lose their existing SEO ranking. Without a web skillset, their great ideas were stuck in the pipeline.


No easy way for patients to book online

Swish lacked a streamlined patient booking tool, making scheduling tricky for both staff and patients across the 12 Austin locations. We needed to rethink how clients would find appointment availability and book at the office nearest them.


The obstacle of patient insurance verification

Excited prospective patients sometimes got confused about whether or not their insurance was in network with Swish. The lack of an insurance verification solution within Swish’s control led to lost business. We needed to eliminate that roadblock, ASAP.


A lack of systems and tools to train staff

Swish Dental’s rapid growth meant rapid hiring. This was bogging down existing staff and causing operational hiccups due to a lack of clear training sequences and tools. Swish dreamed of an easier way to get all new staff up to speed.

The opportunity

How we made Swish sparkle on the web

We gave Swish a new website loaded with brilliant tools to help them continue their success.

Bringing a fresh new site online

We transitioned Swish’s old site to a new one without a hitch. Staying true to their artistic vision, we implemented their modern design with up-to-date tools to match. And we did it all while keeping them at the top of Google rankings. Check out the slick result at

Adding a customized patient booking flow

To help maximize new business, we gave each office a sleek new patient booking tool. It allows users to see a Google Map, find an office near them, and book an appointment at their preferred location. Gone are the days of scheduling an appointment and walking into the wrong dentist’s office! This tool takes the headache out of scheduling for customers and makes money for the business.

Building an instant insurance verification form

Insurance verification needed to be seamless for Swish Dental’s patients. No leaving the site. No disrupted process. No visiting their insurance provider portal. We developed a custom online insurance verification form for Swish and their patients using Typeform. Now, patients can quickly determine if their insurance is accepted before taking the plunge to book an appointment. This tool also allows patients to join Swish’s monthly membership if they’re out of network. Appointments and revenue have skyrocketed.

Integrating systems with marketing strategy

While we were at it, we helped Swish boost their marketing efforts on autopilot. We connected their existing patient database to a new marketing platform, Iterable. This allows them to segment and automate personalized marketing communications for current and prospective patients. We also integrated a referral platform called Friendbuy — give $25, get $25 — which has generated thousands of new referrals for Swish.

Launching a staff e-learning platform

To streamline staff training, we brought everything Swish team members need to know into one simple platform. Now employees can easily learn the ropes and skill up by logging in on their own time. The platform includes everything from role-specific education to patient service standards and scripts, saving the organization a ton of hours and effort moving forward. The best part? Swish can keep track of employee learning with built-in quizzes.

The results

So much ROI to smile about

This initial work with Swish helped their business soar to even greater heights. They immediately saw a return on their new website, tools, and systems—not just on their balance sheets, but in their patient relationships too. Our success together has led to additional engagements including large-scale ads in Q2 Stadium for Austin FC, exterior design elements for their offices, and more.

increase in patient booking
new patient referrals
marketing contacts added
leads generated
hmpsn studio is bringing the dental industry out of the dark ages. Not only do we have a beautiful, modern, and fully functioning website now but with our new site we’ve seen an 86% increase in average monthly appointment bookings. We are able to explore new programs and marketing platforms that wouldn’t have been an option without him and his team.
Brittany Hackett
Marketing Manager
Mission complete

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