Flora Dental Lab in Slough serves dental practices across England. Forge brought together its website and SEO, account analysis, campaign strategy, copy and design. The latest project turns a whitening-tray offer into a practical resource for the lab's customers: a 19-page playbook, a download page and an illustrated email campaign.
Flora needed a website that helped UK practices find and understand its services, and campaigns that gave existing accounts a concrete reason to engage. Forge worked across both: organise the lab's expertise online, understand its account base and turn a product offer into useful material for practices.
A laboratory sells to busy dental teams. A broad catalogue or another discount email gives them little to act on. The whitening campaign starts with their own challenge: how to explain and market a service to existing patients, with practical material their team can use.
Forge compared campaign replies with the lab's existing account base and historical product mix. The August report records eleven replies from 1,409 cold contacts and eleven from 332 existing-base contacts. That difference in audience and volume informed the next campaign priorities.
The project record documents a migration of 53 guides and seven pillar pages, followed by a UK-focused rebuild documented on August 25, 2026. These are historical delivery counts, not an inventory of the website today.
For the whitening campaign, Forge researched UK advertising, landing pages and product positioning, then developed a report-led offer. The idea was simple: help a dental practice communicate its whitening service, while giving the lab a relevant reason to discuss custom trays.
Forge wrote and designed the 19-page Whitening Patient Playbook, published its download page and prepared an illustrated HTML email with a text alternative. The email presents the booklet, previews its contents and directs the reader to one main destination.
The campaign gives the practice something useful before asking it to order trays. Forge developed the idea, researched the examples, wrote the resource and carried the same message through the email and download page.
The 19-page Whitening Patient Playbook brings together front-desk conversation prompts, an example patient follow-up sequence, product comparisons and analysis of UK advertising and landing pages. It is a customer resource produced for Flora, with research, copy and design by Forge.
An illustrated HTML email introduces the report, previews its contents and links to the download page. A text version gives the lab another sending format. The page offers the PDF without a form, so the practice can read it directly.
The download page was published on September 10, 2026, and the PDF was revised on September 11. The email creative is prepared. A completed email send and resulting orders have not been verified in this case.
View Flora’s published playbookSource: the August 2026 client report's campaign comparison. Reply rates are approximately 0.8% and 3.3%. This is an observational comparison of different audiences, not a randomized test of the email copy or proof of sales.
| Metric | Cold lists | Own client base | Interpretation |
|---|---|---|---|
| Contacts emailed | 1,409 | 332 | Different audience sizes |
| Reply rate | 0.8% | 3.3% | Different audiences; not a controlled test |
| Replies | 11 | 11 | Equal reply counts; no sales attribution |
Cold lists: 1,409
Own client base: 332
Interpretation: Different audience sizes
Cold lists: 0.8%
Own client base: 3.3%
Interpretation: Different audiences; not a controlled test
Cold lists: 11
Own client base: 11
Interpretation: Equal reply counts; no sales attribution
Orthodontics represented 82.7% of the historical portfolio revenue analysed in the August report. That describes the lab's existing business. Order dates needed to link campaigns to specific orders were missing from the export, so this case does not attribute revenue or a new practice account to a campaign.
The UK Search Console export saved on August 14 recorded 153 clicks and 6,128 impressions. The export saved on August 22 recorded 229 clicks and 8,660 impressions. They cover rolling three-month windows extracted eight days apart. The exact window boundaries need to be reconciled before a like-for-like comparison; their difference is not an eight-day SEO result or a measured effect of the rebuild.
The August campaign comparison gives audience sizes and reply counts. It is an observation of two different groups, not a controlled copy test. The September playbook and download page demonstrate completed content delivery.
The September email is prepared in the campaign record. Its completed send and the orders attributable to it have not yet been verified here. Replies, clicks, practice accounts and orders are tracked as separate measures.
Flora is a laboratory serving dental practices in England. This is business-to-business marketing, with a different buyer and sales process from a dental practice seeking patients.
Both groups generated eleven replies. The lab's own base had 332 contacts, giving a reported reply rate of about 3.3%; the cold group had 1,409 contacts, giving about 0.8%. The audiences differ, so this observation is not a general claim that reactivation always outperforms prospecting.
Orthodontics accounted for 82.7% of the historical portfolio revenue analysed. The finding helped inform priorities, but it is not revenue created by Forge and cannot attribute a specific order to a campaign.
The documented programme includes website migration and UK-focused SEO, account and campaign analysis, a 19-page whitening guide, a published download page, and an illustrated email with a text alternative. The latest campaign combines research, offer development, copy and design.
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