GENERATIONAL DENTAL

Services Provided: Strategy, Branding, Website Development, HubSpot CRM, Paid Advertising, Creative Production.

Building the Foundation for a New Era in Dentistry.

Generational Dental engaged Australian Internet Advertising (AIA) to launch a new dental practice that could grow with their ambitious vision. While “Generational Dental” serves as a working brand for the initial launch, the long-term strategy is a full rebrand to “Altura”—a premium, modern, Apple Store-style dental brand.

This project required a full-stack marketing and operations rollout: a high-converting MVP website, an end-to-end CRM and automation strategy via HubSpot, creative production for ads, and a performance-driven digital advertising campaign.

Challenges

Launching a new dental brand while maintaining alignment with a premium long-term identity.

Building and integrating a CRM pipeline tailored to real-world clinic workflows.

Generating and managing leads with automated follow-ups across multiple treatment types.

Staying compliant with strict healthcare advertising regulations.

Ensuring creatives and messaging avoid outdated branding or unusable footage.

Team Involvement

This project showcased AIA’s full team synergy:

Paul: Strategy lead, client comms, HubSpot workflows

James: CRM systems, creative prioritisation, technical QA

Jonathan: Business owner, brand direction, video oversight

Mary (Jess): Messaging and branding guidance

Bree (QLD): Pipeline and clinic-side process design

Jakob: Web build and Google Ads infrastructure

Our Solution

We engaged Regrow as a Growth Partner across three strategic pillars:

Brand and Website Launch

We developed a conversion-optimised MVP website under the interim “Generational Dental” brand, featuring:

A clear service offering
Clean UX design aligned with Altura’s visual direction
HubSpot-integrated forms and chatbot with delayed triggers to boost conversions
A dynamic Services page template for rapid scaling

Hosting was provisioned on Cloudways, ensuring performance and flexibility.

Strategic Rebrand Roadmap

Though “Altura” would not be public for 9 months, we ensured early-stage brand alignment by incorporating:

Typography, colour palettes, and language cues from the upcoming identity
Messaging that leaned into comfort, premium care, and long-term wellbeing

Performance Marketing

A dedicated ad environment was created (independent of existing projects) with:

Google Ads and Meta campaigns for lead generation

UGC-style videos, short-form reels, and image ads tailored to Facebook and Instagram

Specific offers including:

Free smile makeover consults (valued at $479)
Financing from $33/week
“Use your superannuation” campaigns

Ongoing monthly creative cycles with split-testing for CTR and CPL optimisation

HubSpot CRM & Automation Engine

We built a custom patient pipeline from the ground up, with stages tailored to actual dental team processes:

New Inquiry → Contacted → Booked → Attended → Finance Pending → Won
Automations to trigger emails, tasks, and SMS follow-ups at every stage
Treatment tagging (implants, Invisalign, general, cosmetic)
Reporting dashboards tracking funnel conversion, revenue opportunity, and staff performance
“Cold contact” handling and list segmentation for long-term nurture and remarketing

HubSpot was also configured to:

Send motivational follow-up emails
Trigger task reminders for staff
Tag and track referral sources
Prepare for future rollout of post-treatment feedback surveys

Results

What’s Next?

New clinic launch campaign (Bowen Hills)

Expansion of treatment-specific nurture sequences

Brand migration from Generational Dental to Altura

Scaling performance ad spend based on proven ROAS

Layering in feedback loops and long-term patient lifecycle strategies.

“Altura” is coming — but the future started with a solid Generational foundation.

Fully operational MVP website

live and generating leads

New CRM pipeline implemented

and automating patient workflows

Advertising campaign

launched with early performance exceeding benchmarks

Strong foundation

laid for future “Altura” brand launch

Stakeholder confidence and alignment

across practice, marketing, and tech

Still not Convinced? Speak to an expert at a time that suits you!

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Generational Dental