Healthy Smile Pharmacy

The facts

...

Client:

Healthy Smile Pharmacy

Sector:

Oral health products

Services:

Shopify design and development; Recharge subscriptions; strategic copywriting; SEO; Klaviyo email marketing

Launched:

January 2025

...and the numbers

year on year revenue increase

104%

orders are subscriptions

2 in 3

product sales from kits

83%

new customers reorder next month

56%

What was the challenge

?

A dental patient is a hard audience to reach. A teenage one is harder.

The high street sells generalist ranges as one-off purchases, and most brands stop supporting customers at the checkout. But orthodontic treatment relies on what patients do at home, between appointments, for months at a time. Healthy Smile Pharmacy, backed by over 30 years of supporting dental professionals, wanted to keep patients stocked with medical-grade brands such as VITIS, TePe and Gengigel, and supported through every stage of treatment.

How do you make oral care easy

?

The easiest routine is one that keeps going without the customer lifting a finger.

Most patients arrive at Healthy Smile Pharmacy already recommended. Dental practices and orthodontists suggest the site at the point of treatment, and mydentist offers it to its orthodontic patients. The growing brand authority shows in search: seven in ten clicks come from people looking for Healthy Smile Pharmacy by name.

‍From there, we set up Recharge to make staying stocked effortless. Customers choose a kit, pick a delivery every four, five or six weeks and add any extras. They can swap, skip, reschedule or cancel from their account, deliveries ship free, and a reminder lands three days before each one. If a card expires, a failed-payment email catches it before the subscription quietly lapses – which has ensured nearly 100 subscriptions continued in 2026 alone.

How do you keep it simple across different treatments

?

Nobody in braces wants to work out which interdental brush fits.The site is organised by treatment, not product type: fixed braces; aligners; retainers; implants; and dentures; gum care and whitening. Each has kits that bring together what that treatment needs, so the decision is made once.

It’s simplified the user journey, enabling them to quickly identify the right product for their own oral health. Treatment kits account for 83% of product sales.

How do you make science make sense

?

Clinical accuracy is the minimum – making it make sense is where you need the real magic touch.

Every product Healthy Smile Pharmacy sells has science behind it, and most customers have no clinical background. That makes the copy the backbone of the whole journey. bjm.digital wrote all treatment kit product pages, a weekly resources programme and an ingredient library of 24 active ingredients, each with sourced citations.

The skill is translating without dumbing down. That might mean explaining what nano-hydroxyapatite actually is, or answering “Help! Why is there build-up around my braces?” in plain English. It might mean busting tooth-fairy tales, or asking whether movie characters tell the truth about braces. Each piece is accurate enough for a clinician, clear enough for a parent and written so a teenager can engage.

The programme is built on SEO research into the questions people ask during treatment, so it also opens a second route alongside practice referrals. Over six months, organic clicks more than doubled (up 125%) and average position improved from 23.5 to 15.8.

How do you keep a teenager engaged for a whole treatment?

?

Telling a teenager to brush three times a day has never worked.

Subscribers enter a 12-month Klaviyo journey, split by treatment and by stage: just started, mid-treatment, coming to the end and post-treatment. Parents can forward the emails, or teenagers can sign up for treatment support emails themselves. We write every one, and the flows have been refreshed and redeveloped over time as we learn what keeps patients engaged.

If clinical science tells patients what to do, behavioural science gets them to do it. Instead of “you must do this”, the emails say “here’s how this fits into your day”. Drawing on habit stacking from James Clear’s Atomic Habits, they attach oral care to things teenagers already do. Some are just for fun, like Braces Bingo and a round-up of awkward brace moments, because treatment is a rite of passage and it helps to know you’re not the only one.

It runs without anyone pressing send. Automated flows bring in 96% of email revenue, and the number of subscribers getting emails matched to their stage of treatment has nearly tripled this year.And customers stay. More than half (56%) order again the month after their first purchase, and those who joined from March 2026 are staying longer still: 44% are still ordering three months in, up from 30%.

What did it add up to

?

Revenue up 104% and orders up 94% year on year
Two in three orders are automatic subscription deliveries
83% of product sales from treatment kits
56% of new customers reorder the following month
44% of customers who joined from March 2026 are still ordering three months in, up from 30%
96% of email revenue from automated flows

What’s next

?

This was never a launch-and-leave build. The infrastructure is in place, and now it’s about scale.

Healthy Smile Pharmacy is expanding its practice network, and as the content programme matures, organic search becomes a bigger source of new customers alongside practice referrals.

“

We so appreciate how deeply you understand our audience. Your work helps us connect with patients who may not have strong clinical knowledge and still educate them in a way that truly makes sense.

”

John Maloyd

Group Marketing Director - Healthy Smile Pharmacy

Our take: thinking about a subscription model in the wellness or healthcare space

?

Three things we’d tell any brand before they start:

‍Explain the science, don’t hide it. People trust what they understand.
‍Write for the user and the buyer. When they’re different people, both need a reason to stay.
‍Build habits, not reminders. Fit the routine into the day people already have.

Got a product people need again and again? Let’s chat.

contact bjm.digital

Healthy Smile Pharmacy: supporting the customer journey