Dentistry Promotion Case Study

Dentistry Promotion: How We Increased Leads by 350 Times

Client: A dental clinic offering services such as tooth treatment, veneers, and implants.

Promotion Methods: Organic search promotion; local search promotion; search engine advertising; social media promotion.

Number of Leads per Month: From 50 to 700.

Goal: Promotion and attracting new clients through the website.

Order Service

Before Promotion

20 website visitors per day

Previous Maximum ROMI

120%

Promotion Duration

8 months

Client’s Task

Promotion and increasing regular client flow. The first task we were given was to increase the number of daily clients, as the dental clinic often experienced drops in patient numbers. We needed to ensure that patients could find the clinic on their own, that it ranked high in search results, had high ratings, and that paid search advertising didn’t need to be launched every time there was a drop in regular client flow.

Attracting clients for an expanded list of dental services. The second task was to promote various services offered by the dental clinic that were not attracting clients. Most patients came for caries treatment and preventive teeth cleaning, but there was no client flow for other services. We needed to promote these services and receive applications for them in numbers comparable to the main services.

About the Client

A dental clinic that has been on the market for 5 years, with three permanent dentists and two freelance doctors. Previously, they had a simple website without a booking form, only with service prices. Periodic advertising campaigns were launched with a limited budget of $500-$1000. The main strategy for attracting patients was to invite them for teeth cleaning and preventive check-ups at a low cost or even for free. The goal was to identify dental problems and offer treatment. The issue was that the focus was on detecting caries, but not on attracting patients needing other services such as bite correction or bone grafting.

The task was defined at the beginning to attract patients for an expanded range of services. Initially, the promotion of the dental clinic involved one-time advertising campaigns, and it was assumed that word of mouth would work in the future. However, this strategy did not yield results, and we completely reworked it to achieve regular traffic.

Dentistry Promotion: The Beginning

Before starting the work, we paid great attention to preliminary analysis to understand the potential return on promotion and the budget required to promote all types of dental services. This stage was the most important, as some areas could yield results quickly, while others might take more than 2 years. To test our assumptions and hypotheses, we initially launched test search advertising to see the statistics with actual traffic and the volume of these metrics.

The most important thing in promoting dentistry is a competent strategy. Only the right methods and tactics can attract new patients, strengthen client trust, and ensure sustainable growth for your business.

Maxim. Project Manager

To achieve the highest results, we used 2 strategies:

All promotion work was done manually, without using software.

We analyzed each user’s visit to understand what could be improved.

Promotion Strategy

Automation

Automation of doctor appointments on the website

During website development, we focused on fully automating the process of booking appointments with dentists. We designed the form to identify additional services that could be offered to patients and determine the necessary treatment. Even patients who think they only need cleaning often require bite correction. Our developer considered all these aspects and added a small patient questionnaire: when the patient last had dental treatment, how often they brush their teeth, and so on.

Marketing Strategies

We worked on each service in text, video, and photo formats to make it stand out from ordinary services and attract attention. For this, the marketer carefully analyzed each service and developed an individual promotion strategy, which involved offering services directly related to our client’s services. We also applied these marketing strategies to other sources, such as social media and specialized platforms, where we placed the client’s website for better visibility.

Advertising Setup

Setting up advertising for a new audience

We launched the advertising campaign in an unconventional way, not just determining the clickability of our ad creatives and their cost. We searched for new audiences and sorted ads by various demographics to whom we could offer our services. We used very unconventional methods, and the ad display targeted new audiences to attract their attention and achieve greater results in brand recognition, promotion, and increased conversion for audiences interested in completely different things.

Local Visibility

To make our client’s company card stand out from all others, as they usually look very ordinary and dental clinics are visually similar, we worked on each photo, added branded logos, and our video editor edited the videos to order, adding special effects. We later used this for social media and local search visibility to visually differentiate from other companies.

Communication

Communication with dental patients

To reduce the workload on managers and administrators in the dental clinic, our developer created virtual communication with patients to resolve issues. This way, on one hand, we reduced the human workload on the clinic staff, and on the other hand, we added more solutions for patients. We automated communication using artificial intelligence through a chatbot that answered questions, and WhatsApp, Instagram, and Facebook messages were initially processed by the chatbot, offering answers to frequently asked questions, and only then were transferred to the administrator. When implementing various banners and promotions in our designer, the communication format combined with virtual interaction showed its effectiveness.

Conversion Goals

Quality and thoughtful conversion goals and metrics

We set up website analytics tracking by integrating Google Manager tags with Google Analytics and Facebook Pixel, as well as using metrics from Bing. We tracked not just visits but user interests. This data was transferred to advertising accounts for subsequent retargeting of this audience, and with the help of the system administrator’s website setup, traffic was redirected based on user interests on a particular page of the site.

After the analysis, it became clear that the situation with promotion in the dental field leaves much to be desired. Mostly, websites and social media contain only standard photos of work, and avatars often feature clinic logos or simple employee photos. Quality content development, professional portfolio creation, and personal branding could significantly differentiate the clinic from competitors.

Maxim. Project Manager

Usability Improvements for Increased Conversions

SEO

We performed technical, textual, internal, and external optimization. Analyzed demand and trends.

We started the work to improve the website’s search engine ranking by analyzing keyword frequency. We also reviewed Google Trends to identify trending queries. We began by creating a semantic core and landing pages. The pages included the first level of placement, the second level, and for some services, the third level of nesting. This allowed us to create a high-quality semantic core structure.

After that, we inserted keywords into titles and descriptions for optimization. Some technical work was done. We paid great attention to the quality of content writing to ensure it was relevant to search engines and user-friendly.

We performed optimization work manually. Each page was recreated from those previously on the site, and some pages were created from scratch. For each page, we recorded keyword content and optimized it.

For example, for the keyword “dental prosthetics and implant installation,” we used keywords and titles like “price review and promotion for implant installation in dentistry.” Another example: “common types of dental prosthetics that last more than 20 years.”

After this work, users from search results noticed our site, and we received a large number of clicks.

Below is the dynamic statistics on the growth of the dental clinic’s position by month from the start of promotion, how the statistics changed during the work, and the final results we achieved.

How We Attracted New Users

We conducted many tests using A/B testing and call tracking and statistics services such as Google Pixel, Google Analytics, and metrics already on the site with transitions from our ad campaign creatives. Based on the statistics, we made adjustments and changes to our ad campaigns to maximize position growth while reducing advertising costs.

At the second stage, the promotion strategy involved finding the most interesting needs of users for dental treatment and trying to anticipate their desires, what results they wanted for a beautiful smile and healthy teeth. This also helped us refine our ad campaigns until we found the one that gave the maximum results in increasing conversions.

Testing Non-Standard Promotion Methods

Lottery: Prize for a Comment on Instagram

To attract more followers, we decided to launch a non-standard promotion method through a lottery where 5 invitation certificates for any dental service were raffled. These certificates provided an opportunity to use the clinic’s services for free, including professional teeth cleaning, caries treatment, and even veneer installation.

To win, participants had to leave a comment under the post. This method was chosen because comments increase activity on social media and boost post visibility through Instagram’s algorithms. Additionally, comments allow us to better understand the interests and needs of our followers.

This lottery mechanic interested the followers.

Creating Before-After Work for Banners

What Were the Results?

As a result of comprehensive work, which included interaction with advertising campaigns, user engagement, social media administration, SEO promotion of the website, local promotion of the company in search, shaping the company’s reputation, and increasing user reviews, we started seeing various results within a month, depending on the channels we worked with.

The graph shows the growth in performance both in the advertising campaign and in search engine traffic. If initially the website had 20 visitors per day, after three months this number increased to 50 visitors per day. In June, the number of visitors reached 120, and by the beginning of August, when we finished the promotion work, the website had 800 visitors per day.

At the same time, our SEO specialist worked together with the SMM manager and marketer. The results of the joint work included obtaining backlinks to the company’s social media and website. The statistics also show an increase in traffic from backlinks from other sources.

When we started working with this dental clinic, the situation was far from ideal. The clinic received only 2 applications per month through the website. By combining a thorough competitor analysis with setting up advertising campaigns for high-frequency keywords such as “dentistry,” “dental treatment,” and “dental implants,” we achieved an increase in website applications to 4000 per month and 700 real clients. This is more than a 350-fold increase!

Reducing the Cost per Lead: From Expensive to Effective

In addition to the increase in the number of applications, an important indicator of success was the reduction in the cost per lead. Previously, the cost of acquisition was prohibitively high, significantly limiting the clinic’s ability to expand and scale the advertising campaign. As a result of our work, the cost per lead was reduced by 8 times, leading to a significant increase in ROI.

ROMI — A Self-Explanatory Indicator

We constantly refine the settings of contextual advertising, monitoring the relevance of keywords and audience segments to maximize return on marketing investment (ROMI). The results of the work are illustrated by a clear graph: