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Broadway Dental Associate - Case Study | The Herd Marketing

The Challenge

A practice built on community.

A patient pipeline that wasn't growing.

Dr. Qurrat-ul-Anne (Annie) Yousaf DDS

Founder – Broadway Dental Associates, Falls Church VA
Dr. Annie had built exactly the kind of practice that earns loyalty. Longtime patients referred friends. The Google reviews were strong. The care was exceptional. But when someone in Falls Church searched for a dentist – or scrolled past a dental office on Instagram – Broadway Dental wasn’t showing up in a way that converted strangers into booked appointments.
The website reflected none of the energy inside the practice. And without a consistent social media presence or a system for capturing new patient interest, growth depended entirely on word of mouth.
That’s a ceiling. And Dr. Annie had outgrown it.
01

No Brand Identity Online

The existing web presence lacked a cohesive visual language. Nothing on screen communicated the warmth, professionalism, or personality that patients experienced in person.

02

No Social Content Engine

Instagram existed in name only. There was no content calendar, no video strategy, no consistent posting cadence — which meant no algorithmic reach and no new patient touchpoints between referrals.

03

No Lead Generation Infrastructure

No mechanism to capture interest. No direct booking flow integrated into content. No system for turning a curious social media viewer or a Google search into a scheduled appointment.

The Previous Website

What new patients couldn't find before they ever called.

Instagram - Inactive, no content reflecting the practice
Website - Generic, no Dr. Annie, no practice story
New Patient Journey - No clear path from discovery to booking
Patients who didn't already know Broadway Dental had no reason to choose it. There was no digital front door — just a name on a map and a static website that hadn't been touched in years. The practice was earning trust in the chair but losing patients before they ever called.

Our Process

Research first.
Strategy second.
Content that works.

Before a single Reel was filmed or a page was redesigned, we mapped the competitive landscape in Falls Church and the broader Lee Highway corridor. We studied what other practices in the area were doing online — and more importantly, what none of them were doing.

The answer was clear: no local practice was showing up on Instagram with consistent, professional, personality-driven content. That gap was the opportunity.

We developed a content and lead generation strategy around two parallel tracks — one to build Dr. Annie's authority and reach online, and one to give new patients a clear, frictionless path to booking an appointment.

Step 01

Competitive Analysis

Audited dental practices in Falls Church, Annandale, and the surrounding NoVA corridor. Identified content gaps and lead generation blind spots that Broadway Dental could own.

Step 02

Discovery & Content Strategy

We developed a video content framework built around Dr. Annie's voice and the practice's patient philosophy. Eleven production-ready scripts were written for a focused, efficient on-location shoot.

Step 03

Lead-Focused Content Build

Every piece of content was designed with a destination — a booking link, a review prompt, a follow action. Instagram carousels, Reels, and service content were engineered to move viewers toward a decision, not just a like.

Step 04

Production & Deployment

Full on-location video shoot. Two-camera setup. Branded content delivered across formats, ready for organic posting and paid amplification.

The Work

Four pillars.
One practice that patients can find, trust, and book.

The goal wasn't prettier content. It was a functioning patient acquisition system — so that every dollar spent on production and every hour Dr. Annie spent in front of a camera turned into a measurable pipeline of new patient inquiries.

Brand Identity & Visual Language

Broadway Dental needed to look like a practice worth choosing before a patient ever walked in. We developed a visual system – color palette, typography, and on-screen language – that carried consistently across the website, Instagram, and all patient-facing content. Every post and page now says the same thing: this is a serious, warm, professionally run practice.
Brand system · Color palette · Typography · Content style guide

Instagram Content Production

Eleven scripts. One shoot day. A full quarter of content – ready to deploy.
We produced a complete library of short-form video content on location at Broadway Dental. Each script was written to serve a specific audience: some for patients already in the area searching for a dentist, some for people who’d never heard of Falls Church, and some designed specifically to generate appointment inquiries through organic reach and paid boosting.
This wasn’t content for the sake of posting. Every Reel had a job.
On-location video production · 11-script shoot framework · Two-camera setup · Reel scripts · Paid-ready content

Lead Generation Infrastructure

Visibility without capture is just vanity. We built the backend to match the front-end content – direct booking integrations, new patient CTA flows, and a review generation system designed to turn active patients into five-star social proof.
When someone finds Broadway Dental through Instagram or Google, there is now a clear, immediate path to booking an appointment. No dead ends. No “call us during business hours.” A frictionless journey from first impression to confirmed appointment.
Direct booking flow · New patient CTA architecture · Review generation system · GHL integration

Authority Made Visible

Dr. Annie’s credentials, her training, her warmth as a clinician – none of that was visible online before. Now it is. Staff portrait content, practice story video, and service-level content all work together to answer the one question every new patient is actually asking: Can I trust this dentist?
The answer, clearly and immediately, is yes.
Credential display · Practice story video · Staff content · Service page copy

From the Client — Google Review

★★★★★

Broadway Dental Associates

1 year ago

★★★★★

We needed a local marketing team that truly understood the challenges of growing a dental practice. After struggling with big, impersonal agencies, we partnered with The Herd…

Read more "

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