123Dentist | Botox Campaign Toolkit

Overview

123Dentist wanted to reintroduce Botox as a cosmetic service across its network of over 450 independently operated clinics. While the service already existed, awareness among patients was low and clinics lacked consistent, ready-to-use marketing materials to promote it effectively.

As the lead designer on the project, I developed a comprehensive marketing toolkit that balanced creative storytelling with healthcare advertising regulations. The result was a scalable system that allowed every clinic to customize assets with their own information while maintaining a consistent brand experience nationwide.

I owned the project from concept through final production.
I worked alongside copywriters to develop compliant messaging, collaborated with the Quebec translation team to prepare bilingual assets, and incorporated feedback from marketing managers throughout the creative review process.
Balancing regulatory requirements with engaging creative meant constant iteration and thoughtful communication between stakeholders.

The Challenge

Designing for healthcare comes with unique constraints. Every piece of communication needed to comply with advertising regulations while remaining engaging and approachable for patients considering cosmetic treatments.

The toolkit also had to work for more than 450 clinics across Canada, meaning every asset needed to be:

Easy for clinic teams to customize
Consistent with 123Dentist brand guidelines
Flexible enough to accommodate different practitioners and clinic information
Accessible using fonts and software already available across the organization
Easily translated into both English and French

Rather than designing a single campaign, the challenge became designing a system that could be adopted at scale.

Building a Scalable Marketing System

Instead of creating one-off marketing pieces, I developed a modular toolkit that clinics could quickly adapt for their own needs.

Deliverables included:

Instagram posts and Stories
Facebook advertisements
Reels and short-form video assets
Flyers
Email marketing graphics
Printed brochures
In-clinic digital display screens
Editable marketing templates

The modular approach reduced repetitive design work while giving clinics the flexibility to promote Botox consistently across multiple channels.

Meta Ads Reel 9:16 - English

Meta Ads Reel 9:16 - French

Clinic TV Video

Brochure Template - French

Post Card 5×7

Impact

The final toolkit was adopted across the entire 123Dentist network and became the standard resource for clinics promoting Botox services.

The reusable template system:

Streamlined marketing for more than 450 clinics
Reduced ongoing design requests
Improved consistency across national campaigns
Simplified localization and future content updates
Received positive internal feedback for both usability and visual quality

This project reinforced the importance of designing systems rather than individual assets.

I learned how thoughtful constraints can actually strengthen creativity, particularly when working within healthcare regulations and large-scale brand systems. More importantly, it demonstrated how good design can solve operational challenges as well as visual ones - creating resources that are not only engaging for patients but also practical for the teams using them every day.

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