Featured case study
Dental marketing · Australia
AIIMS Group × Avira Dental × Spa Dental × Beyond 32
Three dental brands.
One market.
Zero resemblance.
The psychology of luxury dental marketing — and the connected AIIMS system that turned three practices into three unmistakable brand worlds.
View the system1,288
Leads generated
Avira Dental
Avira Dental
$42.50
Cost per lead
Avira Dental
Avira Dental
1.78M
Impressions
Avira Dental
Avira Dental
1
Web Excellence
Award won
Award won
Scroll
Avira / Quiet Luxury+Spa Dental / Loud Luxury+Beyond 32 / Human First+AIIMS / One Connected System+
++++
“At this price point, they aren’t buying teeth. They’re buying an emotional state.”
The executive read. AIIMS built two opposing premium identities for Avira Dental and Spa Dental, then converted the proof into a third client relationship with Beyond 32. Avira generated 1,288 Meta leads at $42.50 CPL and won Best Social Campaign — Medical. Spa’s social world became the brief for a full website rebuild. One system; three different commercial jobs.
The Strategist
Strategy built from
Strategy built from
behaviour, not decoration.
Alexia Eliopoulos
Social Organic Manager — AIIMS Group
Alexia manages organic social media strategy for Avira Dental, Spa Dental and Beyond 32 Dental from the AIIMS Sydney office. Her work contributed to AIIMS Group winning Best Social Campaign — Medical at the international Web Excellence Awards, Season 18, for Avira Dental.
Her AIIMS Changemakers episode, “The Psychology of Luxury Marketing”, explains how two brands can serve the same premium market while retaining completely different identities. Inside AIIMS, the work has become a practical reference for premium positioning across industries.
The insight that drives the system: premium decisions are not made on information alone. Identity, reassurance, aspiration and trust all influence the enquiry. Social media has to establish those signals well before the consultation.
“I stopped marketing the procedure and started marketing the feeling. I realised that at this price point, they aren’t buying teeth — they’re buying an emotional state.”
The Clients
Three brands.
Three brands.
One industry.
Zero similarity.
All three are established dental practices in NSW, each serving premium and high-intent patient segments. The challenge was straightforward to state and difficult to execute: make every brand feel unmistakably its own.
Quiet Luxury
Avira Dental
Penrith, NSW
A boutique cosmetic and implant clinic founded by Dr Jay Jung. Built around a single belief: dentistry should restore confidence, not just smiles. Sage green and soft whites. Calm. Empathy-driven. A sanctuary for the anxious patient.
PaletteSage Green, Warm Cream, Near Black
ToneBoutique wellness. Founder-led. Transformation-focused.
ProductsSocial Organic, Social Ads, SEO, SEM, GMB, Website, Photo/Video
LiveOrganic Aug 2025 / Ads Sep 2025
Loud Luxury
Spa Dental
Sydney CBD + Ryde
30 years in the industry. Top 1% Diamond Invisalign Provider. Practices in Sydney CBD and Ryde. Multi-dentist. A premium lifestyle destination. Black, gold, drama. Motion over static. The gallery-world aesthetic.
PaletteJet Black, Warm Gold, Marble White
ToneAuthority, exclusivity, stimulation. Dentist as artist.
ProductsSocial Organic, Social Ads, SEM, GMB, SEO, Website, Photo/Video
Key resultSocial strategy led a full website redesign with art gallery scroll animation
Community Warmth
Beyond 32 Dental
Pennant Hills, NSW
Founded in 2013 by husband and wife dentists Dr Jeff Lin and Dr Jennifer Chung. 350+ Google reviews. Over 10 years serving the Hills District. Human-first, warm, anti-clinical. “Like your most knowledgeable neighbour.”
PaletteDeep Navy, Teal, Warm Gold, Cream
ToneWarm, real people, community-focused. Not clinical, not corporate.
ProductsSocial Organic, Social Ads, Website, Photo/Video, Phone Tracking
JoinedJune 2026 — directly due to AIIMS results with Avira and Spa Dental
The Strategy
Colour is not aesthetic.
Colour is not aesthetic.
It is psychology.
The entire dual-brand strategy was built on one principle: the visuals have to make a patient feel the value before they ever book. Different colours communicate different emotional states. That was the lever.
01
Sage Green and Soft Whites — Safety
In psychology, earth tones signal grounding, peace, and calm. Avira’s palette was chosen specifically to reach the anxious patient. Every visual cue says sanctuary, not clinic.
02
Black and Gold — Exclusivity
High contrast. Drama. Status. Spa Dental’s audience doesn’t want calm — they want stimulation. Motion is used over static because this audience’s life moves fast.
03
The Dentist as Artist — Reframing
Across Spa Dental’s content, the central metaphor is the clinic as fine art gallery. AI animations: miniature workers placing veneers on giant arches. The procedure becomes a commission.
04
Human-First — Trust Before Conversion
Beyond 32 doesn’t compete on luxury. Make people feel they already know Dr Jeff and Dr Jen. Multilingual content by Dr Jen in Mandarin and Cantonese for the Hills District community.
05
Before = Content. After = Brand World.
For Avira and Spa Dental, the transformation was not just about what was posted — it was the intensity of curation. Every post belonged to a coherent universe that felt intentional and premium.
06
Social Leads Website — Not the Other Way Around
The Spa Dental social strategy was so elevated it convinced the client to rebuild their website from scratch. The art gallery scroll animation was born from the social aesthetic.
AIIMS HALO
One connected system.
One connected system.
Seven pressure points.
Distinctive creative only matters when it is connected to the commercial journey. AIIMS aligned positioning, production, organic social, paid media, search, web and reporting around a single brand decision for each practice.
01PositioningThe emotional territory
02Brand worldThe recognisable codes
03Organic socialTrust before enquiry
04Paid mediaDemand and reach
05ProductionPeople, place, proof
06Web + searchThe conversion path
07ReportingLearn, refine, scale
“How do you market two premium dental brands to the same audience without them looking exactly the same? The colours and visuals tell the brain exactly which kind of experience to expect — before the patient even books.”— Alexia Eliopoulos, AIIMS Changemakers
Client 01 — Avira Dental
Quiet Luxury.
Quiet Luxury.
The wellness sanctuary.
When AIIMS started working with Avira Dental, the clinical outcomes were strong. The social presence wasn’t. The practice had no coherent visual identity, no content strategy, and no way for potential patients to feel the experience before booking.
The strategy AIIMS built: lead with substantiated proof, strengthen clinician credibility and make the brand human enough for anxious patients to consider taking the next step. Creative was developed with Australia’s regulated-health advertising requirements in mind and remained subject to client approval.
The clearest signal was not a vanity metric. Campaign activity generated direct enquiries from people who identified dental anxiety and wanted to understand the clinic’s approach to comfort. The content was doing its real job: reducing uncertainty before the first conversation.
Web Excellence Award — Season 18
Social Media, Medical Category — by AIIMS Group for Avira Dental
View award recognition
Avira Lounge Talk
Dr Jay — Dream Mountain
Clinic Walkthrough
Feed Identity
Sage green. Soft diffused lighting. Warm cream tones. The patient scrolls past this and feels: “This is welcoming. This is simple. This is for me.”
Client 02 — Spa Dental
Loud Luxury.
Loud Luxury.
The destination.
Spa Dental had the authority: 30 years in the industry, Diamond Invisalign status shared by only two general clinics in Sydney, multiple locations. What it needed was a social presence that matched the level of the practice.
The pivot was complete. Black and gold. High contrast. Drama. Motion over static. A social feed that felt like a gallery opening. The “dentist as artist” concept — macro shots of instruments as paintbrushes, AI animations with miniature workers placing veneers on giant arches, tooth sculptures in opulent gallery spaces.
The result no one expected: the social strategy convinced the client to tear down their website and rebuild it from scratch. The art gallery scroll animation was born from the social aesthetic. Social led the website brief, not the other way around.
The Shift
“A simple photo isn’t enough for this audience. They need stimulation. We use motion to match the pulse of their fast-paced, exciting lives.”
Diamond Status
Website Composite Bonding
Some Details Are Worth Studying
Feed Identity
Jet black backgrounds. Warm gold accents. Dramatic lighting. The patient feels: “This is exclusive. This is expensive. This is the best.” Motion-first — Reels and animations prioritised over statics.
Meta Ads Performance — 20 May to 17 August 2026
Total Spend
$13,307
AUD — Meta Ads period
Total Impressions
1.0M
Meta Ads total
Reach
572K
Unique people reached
Avg CPM
$13.22
vs Avira $30.70 — broader reach
Video Views
110K
Across all campaigns
CTR
2.00%
Average click-through rate
Total Clicks
20,122
Meta Ads
Avg CPC
$0.66
AUD — cost per click
Source: AIIMS campaign reporting from Meta Ads Manager, 20 May–17 August 2026. Figures are rounded where shown. Spa Dental activity in this period prioritised reach, traffic and brand authority rather than the same lead objective used for Avira Dental.
| Dimension | Avira Dental | Spa Dental |
|---|---|---|
| Strategy type | Lead generation machine | Reach and brand authority |
| Palette emotion | Safety, calm, sanctuary | Exclusivity, status, stimulation |
| Content format | Founder-led, educational, empathy | Motion-first, gallery concept, AI visual |
| Primary audience | Anxious patients, transformation-seekers | CBD professionals, aspirational patients |
| Meta CPM | $30.70 — targeted, high-intent | $13.22 — broad reach, brand building |
| Key outcome | 1,288 leads at $42.50 CPL + Web Excellence Award | Social strategy drove full website rebuild |
“The ‘Before’ was just content. The ‘After’ is an invitation to their brand world.”— Alexia Eliopoulos, AIIMS Changemakers
The Transformation
Before was content.
Before was content.
After is a brand world.
For all three brands, the shift was not just what was posted — it was the intensity of curation. Every post now belongs to a coherent visual universe that communicates value before a patient reads a single word.
Avira Dental
Before
After
Spa Dental
Before
After
Beyond 32 Dental
Before
After
Now Joining — 2026
Beyond 32 Dental.
The next chapter begins.
Beyond 32 Dental came to AIIMS Group directly because of the work and results delivered for Avira Dental and Spa Dental. The strategy, brand identity, and content system have been built. The content shoot is complete. Results to follow.
Explore AIIMS Challengers →
Client 03 — Beyond 32 Dental
The human-first
The human-first
play.
Beyond 32 doesn’t compete on luxury. The name says it all: “Humans have 32 teeth. Beyond 32 means going beyond just the teeth — the whole person, the whole story, the whole life that lives inside a smile.”
Dr Jeff and Dr Jen — husband and wife founders — are the brand’s greatest asset. Dr Jen’s Mandarin and Cantonese content speaks to the Hills District Chinese-Australian community that no other dental practice in the area is reaching.
The content system: 6 pillars, 4 static visual series, and 42 video ideas — all built around one test: “Would a nervous person who hasn’t been to the dentist in three years watch this and feel less scared?”
Brand Voice
“Warm. Confident. Human. Not clinical. Not corporate. Like your most knowledgeable neighbour.”
Relax Menu Skit
Dr Jen Invisalign Case Review
Meet the Team
01
Come Experience the Difference
The clinic, the technology, the comfort menu, the TV chair. What makes Beyond 32 feel nothing like a dental practice.
02
The People Behind the Practice
Dr Jeff, Dr Jen, Dr Ashleigh, Dr Leazelle. People book with people. The team is the greatest asset.
03
Beyond the Fear
Dental anxiety is common. Meet the concern, acknowledge it and show how the practice approaches a more reassuring experience.
04
Beyond the Number
Motion extension of the static number system. Every number tells a story. 32. 0. 323. 1. 2013. Video brings the numbers to life.
05
Local and Seasonal
Hills District community content. Health fund reminders. Local moments. Shows they belong here.
06
Service Spotlights
High-value treatments told as stories. Invisalign, implants, Damon Braces. Experience-led, conversion-focused.
AIIMS Changemakers
Watch the breakdown — The Psychology of Luxury Marketing.
Alexia’s Changemakers video breaks down exactly how the dual-brand strategy works — how two premium dental brands can occupy the same market without looking anything like each other.
Work with AIIMS Group
Be fearless together.
Your practice does not need more disconnected marketing. It needs one commercial idea expressed across organic, paid, search, web and production — with enough discipline to become unmistakable.