Celebrating 10 Years of Marketing Partnership with Fishbein Orthodontics

Ten years ago, Dr. Ben Fishbein came to us in need of a new website. That first call sparked a decade-long, full-scale partnership that transformed his practice into the powerhouse brand it is today.

We’ve been honored to partner with Dr. Ben Fishbein and Amanda Floyd (COO) since the very beginning — strategizing and collaborating to build the Fishbein Orthodontics brand as it expanded to nine locations and dominated the Northwest Florida market.

Along the way, we’ve won awards, created 9 websites and 5 logos, and continued to evolve the brand and our services as the needs of the practice changed. In the end, the brand reached further than we could’ve imagined.

Find out what a strong partnership with our marketing agency can do for you, too.

A Decade of Growth, Innovation, and Success

2015:

A BRAND IS BORN

In January of 2015, Dr. Fishbein reached out to us in need of a new website, inspired by another long-term partner of ours, Dr. Randy Feldman. But after our initial discovery call, he realized he needed a lot more than a website.

Dr. Fishbein acquired Austin & Fishbein Orthodontics from his friend and mentor, Dr. Austin Paul, and was in need of a rebrand. This meant designing a new logo, creating a brand new, custom website, new brand messaging and tagline, refreshing Benny (their now-iconic fish mascot renamed Chompers) and creating a cohesive brand guide that extended across business cards, referral pads, letterhead, and more.

With a strong identity in place, we launched their website and updated brand design — and our partnership was in full motion.

With a strong identity in place,
we launched their website and updated brand design —
and our partnership was in full motion.

2017:

Embraces & The Fishbein Foundation

Dr. Fishbein is passionate about giving back to the community and wanted to develop a philanthropic initiative that was meaningful and authentic, similar to the Big Give philanthropy of Dr. Feldman.

Initially, Dr. Fishbein was considering an animal-related cause, but we saw an opportunity to help him connect with the community in a way that was more aligned with his personal story. We talked to him about how orthodontics had affected his life, and the choice was made.

enter Embraces...

An anti-bullying campaign that empowered children to share stories of their experiences with bullying and be nominated to receive free orthodontic treatment. We collaborated to create the entire program, brand, name, and ultimately created a website for Embraces. We started out by creating and administrating the application process, until it grew to a point where they partnered with a radio station to take this piece over.

The community’s response was huge, and Embraces was making a real impact. This initiative strengthened Fishbein Orthodontics’ local connections — local schools wanted to be a part of it, and a number of media outlets were covering it.

2016-2020:

Scaling Up —
New Doctors,
New Locations,
New Heights

Fishbein Orthodontics wasn’t just growing; they were exploding. Winning “Best of the Bay” and “Best in Pensacola”, among numerous other awards, the practice’s rapid growth and recognition required a strategic marketing approach that kept pace.

WE helped by:

Introducing new doctors: From 2017 to 2020, we rolled out custom campaigns for each new doctor: Dr. Sarah Howle, Dr. Maryam Rezaie, Dr. Adrian Demoya, and Dr. Joey Fishbein. We had to ensure that each doctor was integrated seamlessly with the brand, and introduced in a way that the community felt comfortable with.

Expanding to new locations: With the opening of Ft. Walton (2018), Niceville (2019), and Cantonment (2019), we executed tailored marketing strategies, focusing on local SEO, brand awareness, and community engagement to ensure success in new markets. At the end of 2023, we helped them introduce their final location in Panama City — bringing the practice to 9 total offices in Northwest Florida.

2017-2018:

Beyond Orthodontics – New Ventures & Innovation

The practice was thriving, but Dr. Ben and Amanda weren’t stopping there. Going beyond the practice, we helped them accomplish:

01.

Launching Fishbein Fundamentals, a high-demand orthodontic conference taught by Dr. Ben and Amanda, sharing the strategies that fueled their success. We collaborated on the event structure, ways to improve attendee experience, and ways to get more exposure for the conference. We then designed and developed the website, and created the annual magazine to promote the event.

02.

Creating digital billboard campaigns featuring real patients, strengthening their brand and emphasizing affordability with transparent pricing — which was a concept well ahead of its time. They even had a waitlist of patients who wanted to be featured on their billboards! This surpassed even our expectations, generating significant buzz and return via word-of-mouth and social marketing.

03.

Expanding beyond orthodontics to build a digital presence for The Fishbein Group in 2021. This separates the business’s real estate ventures from the practice, while retaining brand recognition.

From branding to web design, ads, and print materials,
we made sure every piece of their marketing was dialed in.

2022:

Bagelheads Brand Refresh & Website

Dr. Ben’s trust in us extended to one of his latest ventures — Bagelheads, a beloved local bagel and coffee shop in Pensacola.

Dr. Ben purchased the business, and we got to work designing and developing the new website, refining the brand with all new, refreshed brand messaging and creating a new logo that better reflects the future vision for Bagelheads.

BEFORE

AFTER

While creating new brand pieces-

While creating new brand pieces — from business signage and cool swag, to packaging and targeted ads — we helped guide the Bagelheads team in carefully navigating the rebrand of a business that had been deeply embedded in the community since 1998.

Our careful approach maintained the heart of the original brand, while modernizing it for the next generation.

We won a Gold ADDY® and Judge’s Choice Award for our Bagelheads’ logo, brand, and campaign design!

2024:

Mission Accomplished

The ultimate milestone? Fishbein Orthodontics is on track to achieve the goal we helped set (evolving into Fish Ortho) and has grown to the point of acquisition. For many practices, this is the dream — a brand so strong and successful that it becomes an irresistible investment.

Our story doesn’t end here. While our role has since evolved to an advisory position, our relationship with Dr. Ben and his ventures is still going strong. And we know there’s more to come.

Your Success Story Starts Here

Our journey with Fishbein Orthodontics is proof that a strong marketing partnership fuels long-term success. We love to see this type of growth with our partners, and it’s incredibly rewarding for both sides!

If you’re a forward-thinking orthodontist striving for the same success — you’re looking to expand, create a new brand from the ground up, rebrand to an identity that’s authentic to who you are, or completely transform your digital presence —we’re here to evolve with you.

Let’s build your legacy together.

In loving memory, Dr. Randy Feldman and Dr. Austin Paul.