Smile on clinics
More than six years supporting growth, regulatory change and internal capability
Reality Marketing worked closely with Smile On Clinics for more than six years, supporting the organisation through significant expansion, evolving AHPRA advertising requirements and the changing marketing needs of a fast growing dental group.
When our relationship began, Smile On Clinics had approximately five practices. During our work together, the organisation expanded to a network of more than 50 practices and partner locations across Australia.
Our role changed considerably along the way. In the earlier years, Reality Marketing provided broad, hands on marketing support across the group. As Smile On grew, added practices, developed new brands and expanded its internal capability, our role evolved to meet what the business needed at each stage.
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One of SOC's original Practices at Mingara on the Central Coast, 2021
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One of SOC's most recent practices in Adelaide, 2026
Starting with comprehensive marketing support
In the early stages of the relationship, Reality Marketing operated as a highly involved extension of the Smile On Clinics team. The group was growing, its marketing requirements were becoming more complex and there were multiple practices, audiences and priorities to coordinate.
The breadth of the work meant our team developed a detailed understanding of the organisation, its practices, leadership team, services and the way the business operates.
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Strategic marketing direction and campaign planning
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Group and individual practice branding and rebranding
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Website development and ongoing website management
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New practice launches and location marketing
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Support around acquisitions and practice transitions
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SEO and local search
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Google Ads and Meta advertising
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Social media content and campaigns
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Patient and referrer eNewsletters and communications
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Blog articles, service content, FAQs and landing pages
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Public relations and media content
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Ongoing advice, coordination and implementation
Growing and changing with the business
A business with five practices has very different marketing needs from a national group with more than 50 practices and partner locations.
Rather than delivering the same marketing program year after year, Reality Marketing remained flexible as Smile On evolved. There were periods focused on group branding and websites, rapid location growth, practice acquisitions and transitions, new service launches, patient acquisition campaigns, referrer communications and changing advertising priorities.
Because we already understood the organisation, we were able to respond quickly as those priorities changed rather than requiring the leadership team to continually brief new suppliers.
Supporting a multi location network
As Smile On Clinics expanded, marketing increasingly needed to work at both a group level and an individual practice level.
Each location has its own community, patients, practitioners and local market, while still sitting within the broader Smile On network.
Reality Marketing has supported the group with marketing that helps maintain consistency while allowing individual practices and locations to communicate what is relevant to their own patients and communities.
Adapting websites and advertising as AHPRA requirements evolved
Marketing regulated health services requires more than maintaining a consistent brand. Over the course of the relationship, AHPRA advertising requirements and guidance evolved. Smile On Clinics’ websites, landing pages, digital advertising and campaign content therefore needed ongoing review and adjustment.
Reality Marketing worked across the group’s digital channels to update patient facing content when needed. This included revising website and landing page copy, adapting Google Ads and Meta advertising, and reviewing campaign messages, treatment information and promotional wording across individual practices.
The aim was to keep the marketing clear, useful and patient focused while responding to regulatory change and reducing avoidable compliance risk. The relationship also spanned COVID, when practice information and patient communications needed rapid updates, but this was one part of a much longer period of growth and change.
Supporting the move towards an internal marketing team
As Smile On Clinics grew into a much larger organisation, it reached the stage where building greater marketing capability internally made sense.
Reality Marketing supported Smile On through this evolution as well. Rather than seeing an internal marketing team as a threat to our role, we worked with the organisation as its requirements changed and supported the transition towards more marketing being managed in house.
Reality Marketing also supported the transition and handover so knowledge, activity and responsibilities could move across smoothly. For us, that is what a genuine long term marketing partnership should look like.
From outsourced support to internal capability
The Smile On Clinics relationship demonstrates how Reality Marketing can support businesses at different stages.
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When comprehensive support is needed, we can become the external marketing team and coordinate strategy and implementation across multiple disciplines.
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As the organisation grows, we can adapt the marketing program, support new locations and brands, and work across increasingly complex priorities.
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When internal marketing capability develops, we can work alongside the internal team, provide specialist expertise and support the transfer of knowledge and responsibility.
OUR WORK
Bus Artwork Mockup
SOC Website Revamp 2026
2025 General Dentistry DL-Brochure
Related work: Australasian Implant Academy
The broader Smile On relationship also extends into healthcare education through the Australasian Implant Academy, or AIA.
Reality Marketing has supported AIA since its initial launch, across website strategy, public relations, eNewsletters, paid advertising, course promotion, content and ongoing marketing as the Academy expanded its education offering in Australia and internationally.
AIA serves a professional education audience and has its own growth story. Reality Marketing continues to support the Academy, so this work is covered in a separate case study linked from this page.
What the partnership demonstrates
After more than six years, the ability to evolve alongside Smile On Clinics was just as important as any individual campaign, website or marketing activity.
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Understand the business deeply
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Take responsibility when comprehensive support is needed
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Stay responsive as priorities change
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Bring strategy and implementation together
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Work across multiple brands, services and locations
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Adapt the level of support as the organisation develops
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Help build internal capability when the time is right
Need a marketing partner that can grow and change with your business?
Whether you need a complete outsourced marketing team today, additional expertise alongside your existing people, or senior marketing direction as your organisation grows, Reality Marketing can structure its support around where your business is now and where it is heading.