Case · Magistral Odontologia · Curitiba, Brazil
Magistral Odontologia has cared for teeth in Curitiba since 2004. When it left a franchise network, the internet kept showing the old brand. Rodrigo Lima Pro brought together in one place the clinic study, the brand, a website with real 3D teeth and 68 treatments explained to patients.
Before
A 5.0 rating from existing patients. For people searching, the clinic had three names, two unclaimed profiles and a website that led to another brand. Everything was photographed before any change.
What is this clinic’s name?
Google’s AI overview presented the clinic by its registered company name, a different name.
A second profile, with another name and a 4.0 rating, showed the same building. Also unclaimed.
The only website linked to the clinic was the old network’s, which still listed the location.
A clinic with the same name, in another state, already had the @ handle and the domains.
None.
Zero. Every patient came by referral or by walking past.
The client
Dr. Carlos Bisol, an orthodontist, founded Magistral and still runs it. Today, with a team of specialists.
The request: the clinic under its own name, found by people searching and understood by people arriving. Each step was approved before the next.
What we did
Eleven pieces, each one pulling the next, and the next one already in line. The study became strategy, the strategy became logo and manual, and all of it became a website that explains the treatment before the quote.
Five studies in parallel: nearby competitors, the Curitiba market, what patients search for on Google, the neighbors’ colors and the name at INPI, Brazil’s trademark office. It closes with a business plan.
The finding that organizes everything: what the market lacks, explaining the treatment, is exactly what Brazil’s dental council allows without reservation. From there came the position, the promise and six refusals.
The M of Magistral drawn by the two front teeth, with the gum in green. AI drafts, Rodrigo’s pick, final version in vector.
Logo, color, type, voice and the council’s rules in one place, on a page the dentist checks on the phone.
Real 3D teeth lead the page: the dental arch tilts, each group of teeth lights up and says what it does; then come braces, the aligner and the smile.
What it is, whether it hurts, how many visits, from start to finish, on a thread that runs down as you scroll. Sources checked and the council’s limits on every card.
If you don’t know the name of the treatment, you tap the tooth. Four treatments got an interactive drawing: implant, crown, wisdom tooth, and braces or aligner.
A page for the dentist to use in the chair: the Bass technique in three steps, a full-screen office mode and a two-minute timer.
Accessibility, speed and clinic rules measured on nine pages, on phone and desktop. What failed was fixed before going live.
To be found on Google and cited in AI answers: a single address, structured data and text that bots read without JavaScript.
Scenes generated from approved images, checked frame by frame before going on the website.
Next chapter: the profile with an owner, the right name, the link to the new website and the review request after the appointment.
The turning point
“This has nothing to do with what I asked for.”
The first opening had inherited only the decoration from the references. The diagnosis changed the project: the impact comes from three things, and none of them is decoration.
The opening, frame by frame
The method
Research, design and code use AI, but not just any AI: they run inside a system the studio built and improves with every client, with a step-by-step method, brand and council parameters, studied references and a check of every screen. Ask a raw AI for the same and the result does not come. Every brand, color and scope decision went through a person, sometimes against the system’s recommendation.
| Topic | The decision | What the system recommended | Result |
|---|---|---|---|
| Color | The color stays green. | The study showed 9 of 14 neighbors in green and open space in other colors. | against |
| References | No clinic website works as a reference. Look outside dentistry. | A ranking of 15 clinic websites from around the world. | corrected |
| Position | “The clinic that explains”, with the promise “you understand your treatment before it starts”. | The same path. | agreed |
| Audience | Magistral is not a neighborhood clinic: it serves Curitiba and people from out of town. | The strategy talked about a neighborhood clinic. | corrected |
| Scope | The website launches complete in one go, with the arch already in. | A simple page now, the arch later. | against |
| Opening | Redo the whole opening. | It had delivered the first one as finished. | rejected |
For dental offices and clinics
What was done at Magistral became a studio plan for dentists, with a fixed price. Each step goes through your approval before the next. Website, brand and files stay with the clinic.
| Brand manuallogo, color, type and the council’s rules | R$ 500 |
| Google profileprofile with an owner, the right name, photos and review link | R$ 350 |
| SEO and GEOfound on Google, cited by AI | R$ 600 |
| AI videoper take of 3 to 5 seconds; a scene can have several | R$ 50 per take |
| Domain registrationwe register it; the yearly renewal stays with the clinic | R$ 300 |
| Maintenancesite live, domain managed, one change and SEO and GEO every month | R$ 300/month |
No made-up numbers: the counts come from the case log. No patients appear; from the team, only Dr. Carlos. The faces and office on the clinic’s website are created by AI. Lower arch: Mendeley Data, CC BY 4.0; upper arch: NIH 3D, public domain.
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