When you hear the name Spring View Dental in Springfield, Missouri, chances are you also think of another name: The Doc that Rocks. For more than a decade, Dr. Mark Melson became known across the Ozarks for his mix of dentistry and classic rock — a brand identity that made him unforgettable.
But this wasn’t just a clever marketing tagline from day one. It started with a sales call, a conversation, and a discovery about who Dr. Melson really was.
The Challenge: Finding the Right Fit
Like many dentists, Dr. Melson began his marketing with traditional thinking. At the time, his office ran ads on a country station — logical, since research shows women often make dental decisions for the household. But there was one problem: Dr. Melson couldn’t stand country music.
After weeks of hearing the station play over the PA system, he made it clear something had to change. That’s when we sat down with him directly, to dig deeper and learn more about what really mattered to him.
What we uncovered that day would change everything.
The Breakthrough: Discovering the Rock ’n’ Roll Dentist
In a timeout meeting, Dr. Melson started sharing stories: his love for the Chiefs, his family, classic cars — and especially, his encyclopedic knowledge of classic rock. Concerts he’d been to, trivia he carried around, even the way his eyes lit up when talking about bands he loved.
That’s when the idea struck: why not lean into this? Why not make rock ’n’ roll part of his identity, instead of hiding it behind a generic dental brand?
We knew it was a risk. The audience for classic rock skewed male and older — not the “traditional” dental marketing demographic. But older patients also meant more dental needs, and more disposable income. The fit was better than it looked on paper. His competitors were not talking to this audience- so let’s see if we can own it!
The Strategy: A Dentist Meets a DJ
The real magic happened when we paired Dr. Melson with Jay Stevens, the afternoon DJ on 104.7 The Cave — and a local rock personality in his own right. Jay wasn’t just a voice on the radio; he was a performer, fronting the wildly popular local 80’s tribute band Machine Gun Symphony.
Together, Jay and Dr. Melson created radio spots that didn’t sound like ads at all. They swapped rock trivia, told concert stories, and laughed together on air. Each spot ended with a tie-back to My Dentist (his practice at the time), but by then the audience was already hooked.
It felt less like advertising and more like a feature — authentic, fun, and memorable. Out of that chemistry, the nickname was born: The Doc that Rocks.
The Results: A Brand that Followed Him
The impact was immediate. Patients recognized his voice. People in Springfield knew his name. The Doc that Rocks wasn’t just another dentist — he was a personality.
Five years later, when Dr. Melson moved across town to a different office- Spring View Dental, the brand moved with him. Because people didn’t remember the office name — they remembered him.
Over the decade, the campaign became a local legend. And when Dr. Melson retired, in August of 2025, we celebrated with a send-off worthy of a rock star: a retirement party at the radio station, a custom cake, and one rare guest DJ spot alongside Jay Stevens’ afternoon drive show. It was the perfect encore to a career that blended his profession with his passion.
Why It Worked
There are lessons here for any local business:
- Your story matters. Digging into who you are can uncover the real brand your community connects with.
- Authenticity beats generic ads. Jay and Dr. Melson’s chemistry made listeners feel like they knew him personally.
- Consistency builds fame. A decade of staying present on one station cemented his identity in the community.
Looking Ahead
The Doc that Rocks proves that marketing isn’t just about campaigns — it’s about finding the story that makes a business unforgettable. For Dr. Melson, that story was classic rock. For your business, it may be something else entirely.
At Mid-West Family Marketing, we specialize in uncovering that story and helping good local businesses become great local brands. If you’re ready to stand out and be remembered, we’d love to help you write your own success story.
