Senior Smiles: Building a Digital Presence for a New Healthcare Brand

The Challenge

Senior Smiles was launched as a spin-off of Humana’s Conviva Medical Centers, but its digital presence did not yet reflect an independent healthcare brand. The website had been created quickly by a technology agency partner and was extremely basic, with little personalization or content designed to attract new patients.

More importantly, Senior Smiles had little to no digital footprint outside of its existing Humana patient base. To grow, the organization needed to establish its own online identity and create digital pathways for reaching patients who were not already connected to Humana.

There was also an important audience insight that shaped the strategy: a significant portion of the existing patient population was Spanish-speaking. The website needed to be accessible and welcoming to that audience as well.

The Solution

I expanded the basic website into a more robust, patient-focused digital destination designed to support both brand awareness and patient acquisition.

The strategy included:

• Expanded and personalized website content to better communicate who Senior Smiles was and what differentiated the organization.
• SEO-friendly website structure and content designed to improve organic visibility and create a foundation for search growth.
• Lead magnets that provided valuable senior dental and caregiver resources while creating opportunities to capture prospective patient information.
• Social media integration, connecting website content with an ongoing social strategy.
• Spanish-language accessibility, creating a complete Spanish version of the website rather than simply translating select pages. The Spanish site mirrored the English experience and included an easy English/Spanish toggle in the primary navigation.
• Employee participation opportunities, giving team members a way to contribute stories, updates, events and content that could be shared across digital channels.
• Patient communication channels, providing a new way to promote office updates, educational information and upcoming events.

The result was a digital ecosystem that connected the website, search, social media, content and patient communication rather than treating each channel independently.

The Digital Footprint

I established a social presence for Senior Smiles across:

Facebook • Instagram • Pinterest • LinkedIn

These channels gave Senior Smiles a public-facing identity independent of Humana and created new opportunities to engage both current and prospective patients.

Social media also became more than a marketing channel. It gave employees an avenue to participate in the brand and provided a consistent way to communicate important updates, educational content and upcoming events to patients and their families.

Results

Within six months, the redesigned digital presence generated measurable growth:

1,000+
New website visitors

2.8
Page views per user

0.70 → 0.53
Bounce rate improvement

0.55
Engagement rate

Beyond the numbers, Senior Smiles went from having a basic, largely invisible web presence to having a searchable, multilingual, content-driven digital ecosystem capable of reaching patients beyond its original Humana audience.

The Impact

The project created the digital foundation Senior Smiles needed to operate as an independent healthcare brand.

By combining SEO, content marketing, lead generation, social media, multilingual accessibility and patient communication, the website became more than an informational resource—it became an active growth and engagement tool.

Most importantly, the strategy helped Senior Smiles begin building a relationship with the broader community rather than relying solely on patients coming through its existing Humana connection.