About Face
Dental Med Spa
The Brand Is Real.
The World Just Doesn't Know It Yet.
Dr. Greg Pedro has spent 30+ years building something genuinely exceptional — a prosthodontist, TMJ specialist, robotic implant pioneer, and aesthetic medicine practitioner operating under one roof on Staten Island. The services are elite. The technology is unmatched in the borough. The problem is not the practice — it is the presentation. This plan addresses fragmentation, emotional disconnection, and the absence of a unified brand story.
What We Found
Across the Digital Footprint
Four Websites. Zero Unified Identity.
aboutfacedentalmedspa.com, statenislandimplantdr.com, statenislandtmj.com, and dentalmedispa.com each operate as silos. A prospective patient who finds one site has no seamless, emotionally consistent path to the others. The brand has no singular home.
No Insurance = No Explanation
Declining insurance is a premium signal — but only if it's positioned that way. Currently, the out-of-pocket reality is an unspoken elephant in the room. The 45+ target audience needs to understand why this is better, not just different. Trust must be established before price is encountered.
The Robot Is Buried
The Yomi Robotic Implant System is the single most differentiated asset in the practice — Staten Island's only certified operator, the first and only FDA-cleared robotic dental surgery system in New York City. It is mentioned on a sub-page. It should be a banner.
Features, Not Feelings
Current copy leads with procedures and credentials. The 45+ audience is not buying procedures — they are buying back confidence, comfort, and control over how they look and feel. The emotional architecture of the brand is entirely absent from the existing web presence.
AI & Search Invisibility
With four fragmented domains and inconsistent naming ("About Face Boutique," "About Face Dental Medi-Spa," "Robotic Implant Center"), search engines and AI tools cannot cleanly attribute authority to a single entity. The practice's expertise is diluted across properties.
No CRM + No Follow-Up System
While the CRM is being built, there is currently no mechanism to capture, nurture, or convert the people who visit the sites, see the flyers, or hear about the practice. Leads are evaporating daily. Bridge solutions are needed immediately.
aboutfacedentalmedspa.com Has Been Compromised
During our site review, the homepage of aboutfacedentalmedspa.com contained injected spam content in Polish (likely a GoDaddy-hosted site breach). This is a serious credibility issue that must be addressed immediately and independently of the marketing engagement.
Dental + Med Spa = Confusion Without Context
Combining prosthodontics, implants, TMJ pain relief, Botox, skin resurfacing, and Emface in one practice is a strength — but only with the right narrative frame. Currently, it reads as a list of services rather than a coherent philosophy of total facial wellness.
Four Sites.
One Verdict.
The "Master" Site
- Site has been compromised — spam content injected into homepage (urgent fix needed)
- Headline "Staten Island's All-In-One Medispa" is generic and undersells the practice
- No clear hierarchy between services — implants, TMJ, and aesthetics given equal weight
- No emotional hook above the fold
- Dr. Pedro's credentials and philosophy are present
- Service breadth is visible
Robotic Implant Center
- Branding conflict — nav says "About Face Boutique" (wrong name)
- Yomi robot story is excellent in body copy but buried below the fold
- 12+ navigation items overwhelm the user and dilute focus
- No consistent visual system — site feels assembled, not designed
- Yomi differentiation is clearly explained mid-page
- CBS Frontline interview video is a strong credibility asset
TMJ Jaw Pain Center
- "Get TMJ relief today" headline is transactional — misses the emotional gravity of chronic pain
- Login/account nav items visible (GoDaddy builder artifacts) — looks unprofessional
- Contact CTA sends to an email link — no form, no immediacy
- No visual connection to the rest of the practice family
- Pain-focused positioning is correct demographic targeting
- Services page and testimonials are present
Aesthetic Medicine / Med Spa
- Technology-first copy ("Emface," "Viora V20," "Alma OPUS") without emotional on-ramp
- Assumes the visitor already knows what these machines do
- No clear connection to Dr. Pedro's dental expertise — missed credibility bridge
- Social media links broken/inconsistent
- Strong technology inventory — most advanced suite on Staten Island
- Non-surgical positioning is correctly emphasized
In Their Own Words:
What the Practice Knows Is Broken
About Face Dental Med Spa completed 8grape's proprietary Discovery Survey at 8grape.com/discovery. What follows is an honest accounting of the eight business categories they flagged. This is not a critique — it is a roadmap. Every item identified here is an opportunity for 8grape to deliver measurable, lasting value.
- No long-term business strategy in place
- Stagnation in growth — the practice has plateaued without a clear path forward
- Inconsistent cash flow — revenue is unpredictable month to month
- Poor pricing strategy — services may be under- or inconsistently priced
- Not enough new leads entering the practice
- No CRM or sales tracking system in place
- Website does not convert visitors into consultations or patients
- Marketing efforts lack focus — "throwing spaghetti" approach
- Confusing brand positioning across multiple sites and names
- Poor social media performance and engagement
- Low visibility and brand awareness in the local market
- No lead generation funnel in operation
- No email marketing strategy
- No content strategy — no consistent publishing cadence
- Inefficient workflows — time and energy lost to unoptimized processes
- Too many disconnected tools without integration
- No performance tracking systems to measure what's working
- Trouble scaling due to messy internal operations
- Tech overwhelm — too many platforms, not enough clarity
- Difficulty finding quality hires for the practice
- No training or onboarding system for new staff
- Roles and responsibilities unclear across the team
- No performance review process in place
- Leadership bottleneck — too much flowing through one person
- No organized or consistent hiring process
- No financial forecasting — operating without a financial horizon
- Tax confusion and lack of clarity on obligations
- Expenses not being tracked properly
- Late invoices and unpaid receivables
- Legal exposure — no contracts or IP protection in place
- Cash flow tied up in slow-paying clients
- Underpricing driven by fear rather than market analysis
- No funding or capital growth strategy
- High debt-to-income pressure
- No emergency fund or financial runway buffer
- No loyalty or referral programs to encourage repeat visits and word-of-mouth
- No post-visit communication to maintain relationships with patients
- Client messaging is inconsistent and confusing across touchpoints
- Economic downturns affecting discretionary healthcare spending
- Regulatory and compliance changes in dental and aesthetic medicine
- Rising costs of goods and services compressing margins
This is a practice with extraordinary clinical capability and virtually no business infrastructure to support it. Nearly every category — revenue, marketing, operations, team, finance, and client experience — shows signs of a founder-led practice that grew on skill alone and never built the systems to scale. The good news: none of this is unique, and all of it is fixable. The engagement begins with marketing and branding because that is what generates new revenue immediately. But 8grape's Observation Lab and FORMULA methodology is designed precisely for a business at this inflection point — talented, under-organized, and ready to grow with the right architecture in place.
"The 45+ audience isn't shopping for dental work or a med spa. They are looking for someone who understands what it means to want to look and feel their best — without apology, without surgery, and without being made to feel their age. Dr. Pedro's practice is the only place on Staten Island that can deliver that promise completely. The brand just hasn't said it yet."
Six Pillars of
Brand Reconstruction
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Establish One Brand Voice Across All Properties
Create a master brand story — one headline, one emotional promise, one visual vocabulary — that threads through all four websites, all print materials, and all social content. The fragmented naming ("About Face Boutique," "Robotic Implant Center," "TMJ Jaw Pain Center") needs to resolve into a clear family architecture with About Face Dental Med Spa as the flagship identity.
-
Build the Emotional Narrative for the 45+ Audience
The target patient is 45–65, likely covered by Medicare or private insurance, and choosing to invest out-of-pocket because they want the best. They respond to confidence, discretion, and being seen as a person — not a patient number. All messaging must lead with identity and feeling before it leads with procedure.
-
Make the Robot the Front Door
The Yomi Robotic System is a Manhattan-quality differentiator on Staten Island. No competitor has it. No other NYC dentist is certified by Neocis. This is not a feature — it is the reason this practice exists at a premium level. It should be the first thing a prospective implant patient sees and hears.
-
Reframe No-Insurance as a Premium Signal
Insurance-free practices succeed when they explain the trade: you are not paying more, you are paying for something better — no insurance-approved shortcuts, no time limits on your care, no network restrictions on materials. This reframe is essential copy work that must appear on every patient-facing touchpoint.
-
Activate Immediate Lead Capture (Pre-CRM Bridge)
While the CRM is being assembled, deploy immediate bridge tools: a single-page consultation request form, a text-to-consult mechanism, a retargeting pixel on the most-visited pages, and a Google Business Profile optimization push. No lead should leave without a way back in.
-
Create a "Total Facial Wellness" Narrative Umbrella
The practice's unique combination of dental and aesthetic services needs a unifying concept. "Total Facial Wellness" — or a refinement of that idea — positions About Face as the only place where the inside of your face (teeth, jaw, bite) and the outside of your face (skin, volume, tone) are treated as one system by one expert. This is the brand's north star.
From Scattered
to Sought-After
This is a 90-day ignition strategy with a 6-month consolidation arc. The first 30 days focus on immediate fixes that stop the bleeding and start the capture. Days 31–60 build the emotional brand architecture. Days 61–90 activate outbound and community channels to drive new patient flow while the CRM infrastructure catches up.
What We Are
Selling, Really
Decisions about dental care and aesthetic treatments are among the most emotionally loaded purchases a person makes. They touch vanity, fear, pride, regret, and identity. A 52-year-old woman considering implants is not thinking about titanium posts — she is thinking about photographs, first impressions, and whether she is still the person she sees in her mind. A man dealing with TMJ pain is not thinking about bite mechanics — he is thinking about the headaches that have been stealing his Sundays for two years. We must meet them there first.
The Mirror Moment
The 45+ patient has a moment — a photo, a reflection — where they decide they want to do something about how they look or feel. Messaging must validate that moment and make it safe to act on, without shame or pressure.
The Trust Transfer
Dr. Pedro's 30 years, his CBS interview, his Neocis certification — these are trust assets. But they must be translated into human language, not credential lists. "He's the dentist other dentists call" is more powerful than any acronym after a name.
The Premium Permission
Choosing a no-insurance practice requires a patient to give themselves permission to spend. Copy must reduce guilt, reinforce value, and reframe the investment as self-care, not self-indulgence.
The Technology Thrill
A subset of the target audience — especially implant candidates — will be activated by the Yomi robot story. Not because they are tech enthusiasts, but because precision and speed mean less pain, less recovery time, and a better result. Lead with outcomes, not specs.
The Non-Surgical Relief
For the med spa patient, the word "non-surgical" is a permission slip. It signals: you can look better without going under the knife, without telling anyone, without a recovery week. This is the emotional unlock for Botox, Emface, and skin services.
The Pain Relief Promise
TMJ sufferers have often been dismissed or misdiagnosed. Dr. Pedro's messaging must communicate: "I understand what you've been through, and I can fix it." Empathy before authority. The current "Get TMJ relief today" is transactional; the patient needs to feel heard first.
| Action Item | What It Does | Priority |
|---|---|---|
| Fix aboutfacedentalmedspa.com spam injection | Immediately removes malicious content that damages search ranking, trust, and brand safety. Alert client to GoDaddy hosting vulnerability. May require new host. | Urgent |
| Google Business Profile overhaul | Update name, description, services, photos, and posts. This is the #1 local discovery tool for 45+ patients searching "dental implants Staten Island" or "TMJ specialist near me." Currently underperforming. | High |
| Unified consultation landing page | A single, emotionally resonant page that captures name, email, phone, and service of interest. Deploy across all four sites as the primary CTA while CRM is being assembled. Integrate with a simple email notification system. | High |
| Correct brand name inconsistencies | Standardize all references: "About Face Dental Med Spa" is the umbrella. Remove "About Face Boutique" from the implant site nav. Ensure all four sites carry the correct masthead identity. | High |
| Install Meta Pixel + Google Tag on all sites | Begin building retargeting audiences immediately. Every visitor to any of the four sites can be recaptured via social and display ads. Without this, the traffic is invisible and unrecoverable. | Medium |
| Windshield Flyer deployment (existing creative) | The existing flyer campaign is a near-term new patient activation tool. Define target deployment zones: New Dorp, Great Kills, Eltingville, Tottenville, Huguenot — high-density 45+ residential areas within 3 miles of the practice. | Medium |
| Action Item | What It Does | Priority |
|---|---|---|
| Master brand messaging document | Develop the brand story: headline, tagline, elevator pitch, audience personas (The Implant Candidate, The Pain Sufferer, The Aesthetic Investor), tone-of-voice guide, and the "Total Facial Wellness" concept brief. This becomes the source document for all copy going forward. | High |
| Rewrite above-the-fold copy on all four sites | Replace feature-led, procedure-first headlines with emotionally resonant, benefit-led copy tuned to the 45+ audience. Each site gets a distinct emotional entry point while sharing the same family voice. | High |
| Yomi Robot hero section — statenislandimplantdr.com | Redesign the implant site's above-the-fold to lead with the robot. New headline concept: "The Only Robot-Assisted Dental Implants on Staten Island." Patient outcome language: "One day. No stitches. Exact placement." Position this as the Mercedes of implant technology. | High |
| No-Insurance positioning statement | Write a dedicated, empathetic copy block — for use on all sites and in all print — that reframes the no-insurance model as a premium choice, not a barrier. "We don't accept insurance because insurance tells your doctor how to treat you. We believe that's our job." | High |
| Dr. Pedro biography rewrite | Transform the credentials-first bio into a human story. 30 years. CBS interview. The patients who flew in from New Jersey. The headache patient who cried when the pain stopped. This is trust-building content that the 45+ audience reads and saves. | Medium |
| Before/After gallery strategy | Define a consistent visual framework for before/after content across dental and aesthetic services. Patient testimonials in video format (short, emotional, authentic) are the highest-converting content type for this demographic. Map a 60-day collection plan. | Medium |
| Action Item | What It Does | Priority |
|---|---|---|
| Geo-targeted Meta ads — implants + TMJ | Deploy 5-mile radius Facebook/Instagram campaigns targeting 45–65, Staten Island. Lead with the Yomi robot for implants; lead with pain relief empathy for TMJ. Video creative outperforms static for this audience. Conversion objective: consultation form submission. | High |
| 8grape Geo-Deer geofencing activation | Deploy geofencing around competing dental practices, high-end gyms, dermatology offices, and orthopedic centers within 5 miles. These are concentration zones for the target demographic who are already investing in their wellness. | High |
| Community WOMA program launch | Identify 10–15 community connectors (salon owners, fitness instructors, real estate agents, church group leaders) in the 45+ Staten Island social network. Provide them with a referral mechanism and a compelling "tell a friend" offer. Word-of-mouth is the highest-trust channel for this audience. | Medium |
| Email nurture sequence (pre-CRM) | Build a 4-email welcome sequence triggered by the consultation form. Covers: (1) Dr. Pedro's story, (2) the Yomi difference, (3) the no-insurance philosophy, (4) patient success story. Builds trust with leads who are considering but not yet ready to call. | Medium |
| Staten Island Advance + local media pitch | Dr. Pedro is a legitimate news story: the only Yomi-certified dentist in the borough, a CBS interview veteran, a TMJ specialist who treats a condition often written off by GPs. Pitch a feature story. Earned media in the Advance reaches the exact 45+ print-reading demographic. | Medium |
| CRM onboarding — connect to marketing stack | As the CRM comes online, ensure all lead capture points feed directly into it: web forms, phone inquiries, social DMs, and flyer responses. Set up the automation triggers for follow-up sequences. This is the long-term engine that makes everything else compound. | High |
Copy Concepts
for Consideration
"Your Face. Your Whole Face. Nothing Left Untouched."
Positions the practice as a total solution across dental and aesthetic — one expert, one address, one philosophy. Speaks to the 45+ desire for completeness and authority.
"The Only Robot That Places Your Implants. Only on Staten Island."
Immediate, factual, differentiating. Curiosity-driving. The robot does the work of building desire — the copy just needs to surface it boldly.
"You've Been Living With It. You Don't Have To."
Empathy-first. Acknowledges the chronic nature of TMJ pain and the emotional exhaustion of it. No jargon. No procedures. Just a hand extended in understanding.
"We don't take insurance. We take your care personally."
Short, confident, reframes the model entirely. Suitable for the website, flyers, and any patient-facing explanation. Can be followed by a brief explanation of what that means in practice.
"Non-Surgical. Non-Negotiable Results."
Speaks directly to the aesthetic patient's primary fear (surgery) and primary desire (visible change). Pairs perfectly with the Emface and skin resurfacing services.
Dr. Gregory Pedro — 2781 Amboy Road, Staten Island
The House of 8grape
the Practice You've Built.
A Fragmented Brand in a Market That Rewards Clarity
Four websites. No unified voice. No emotional connection to the 45+ patient. A robotic technology asset buried on a sub-page. A premium practice with no premium positioning.
Total Facial Wellness — Staten Island's Only Complete Solution
No competitor combines Dr. Pedro's depth: Yomi robotics, prosthodontics, TMJ specialty, and full aesthetic medicine. That is a brand story no one else on the island can tell.
The 45+ Patient Who Wants the Best, Without Apology
They are out-of-pocket by choice. They respond to trust, expertise, and emotional resonance — not discount offers. They need to feel understood before they pick up the phone.
- Fix compromised website (aboutfacedentalmedspa.com) — urgent
- Google Business Profile full optimization & content push
- Master brand voice & messaging document
- Above-the-fold copy rewrite — all four sites
- Unified consultation landing page (pre-CRM bridge)
- Yomi Robot hero section — implant site redesign
- No-insurance positioning statement — all touchpoints
- Windshield flyer deployment map — 5-mile radius
- Meta Pixel + Google Tag installation across all sites
- Geo-Deer geofencing campaign setup & launch
- 4-email nurture sequence for consultation form leads
- Staten Island Advance media pitch — Dr. Pedro story
About Face
Dental Med Spa
Dr. Gregory Pedro — 2781 Amboy Road, Staten Island
The House of 8grape
the Practice You've Built.
A Fragmented Brand in a Market That Rewards Clarity
Four websites. No unified voice. No emotional connection to the 45+ patient. A robotic technology asset buried on a sub-page. A premium practice with no premium positioning.
Total Facial Wellness — Staten Island's Only Complete Solution
No competitor combines Dr. Pedro's depth: Yomi robotics, prosthodontics, TMJ specialty, and full aesthetic medicine. That is a brand story no one else on the island can tell.
The 45+ Patient Who Wants the Best, Without Apology
They are out-of-pocket by choice. They respond to trust, expertise, and emotional resonance — not discount offers. They need to feel understood before they pick up the phone.
- Fix compromised website (aboutfacedentalmedspa.com) — urgent
- Google Business Profile full optimization & content push
- Master brand voice & messaging document
- Above-the-fold copy rewrite — all four sites
- Unified consultation landing page (pre-CRM bridge)
- Yomi Robot hero section — implant site redesign
- No-insurance positioning statement — all touchpoints
- Windshield flyer deployment map — 5-mile radius
- Meta Pixel + Google Tag installation across all sites
- Geo-Deer geofencing campaign setup & launch
- 4-email nurture sequence for consultation form leads
- Staten Island Advance media pitch — Dr. Pedro story