The Backstory
Dr. Phil Higginbotham opened the doors to The Brace Place in 1972. Since then, the practice has changed names multiple times: to Nease and Higginbotham Orthodontics (when Dr. Eric Nease joined the practice in 1999); incorporating Live Laugh Smile Orthodontics and Dr. Gary Horvath into their practice in 2019; and now, Nth Degree Orthodontics, after Dr. Alex Thomas came aboard. Three mergers. Three rebrands.
Most practices that grow through partnership and acquisition end up with a Frankenstein brand with bolted-together names, inconsistent materials, a patient experience that shifts depending on which location you walk into. Nth Degree didn’t let that happen. And branded promotional products were part of how they held the line.
Branding with a story built in
The “Nth Degree” name wasn’t a focus-grouped tagline. It came to Dr. Nease while watching an Atlanta Braves baseball broadcast, when the announcer uttered the phrase. “Taking it to the Nth Degree.” Dr. Nease realized the N-T-H could stand for Nease, Thomas, Higginbotham, and Horvath. And just like that, they had a new name. An organic acronym baked into an aspirational phrase: taking orthodontic treatment to the Nth Degree. That’s the kind of brand story that gives a logo meaning.
Riding cultural waves instead of fighting them
When we asked “What’s one branded product or giveaway campaign that genuinely surprised you with how well patients responded to it?” Dr Nease had this to share.
“When Crocs were the “in thing” back in the early 2000s, we did Crocs charms (or Jibbitz), that were in the shape of our logo. I believe we all thought Crocs were dead several years back, but when they started to come back into style, we ordered more of the Jibbitz in the shape of our newest logo. I’m always amazed at how the kids not only want one, but sometimes two for each of their Crocs. And they also like to take one for their friends. Cheap, effective, and popular; the best type of marketing!”
In the context of promotional swag strategy, the practice’s operating principle is that if something in the office could walk out the door, it should have the logo on it. That’s 27 years of observed behavior. Cool, contemporary items disappear into patients’ pockets and bags whether you brand them or not. The only choice is whether that free exposure works for you.
More importantly, what that tells us is that brands who understand the relationship of culture and marketing, flow with it while keeping an eye on their true north.
Consistency as the actual campaign
Rather than running seasonal promotions, the practice treats its day-to-day patient experience as the campaign. Branded materials reinforce an identity that’s already backed up by decades-long staff tenure (several team members with 30–40 years at the practice) and steady clinical quality.
Closing words from Dr. Eric Nease
“We strive every day to take orthodontic treatment to the Nth Degree! Thank you to Brand Spirit for helping us promote our business through outstanding promotional materials!”
You can find Nth Degree Orthodontics in five locations: East Spartanburg, West Spartanburg, Duncan, Gaffney, and Union— with another office in Woodruff, opening soon!
Nth Degree Orthodontics has partnered with Brand Spirit for over 10 years on branded promotional products across all practice locations.