Dental Office Case Study
As an increasingly competitive branch of the healthcare industry, dental care is an ever-evolving field—and not just in terms of technological innovation.
To offer a seamless client experience, boost brand awareness, and gain a steady flow of repeat patients, droves of dental practices are increasing their digital transformation. Our recent client is no exception.
Meet the client
Our client is a well-established multi-location dental office that operates across the Greater Houston Metro.
Each branch offers a range of reliable dentistry and orthodontic services and is known for its approachable affordability within a largely Hispanic community. One of the dental provider’s most prominent USPs is the fact that it takes patients without dental insurance.
It’s an authentic community practice with a mission to make dental care accessible to all. But while our client is respected in the locale—without a shift in the digital direction—the business’s future was under serious threat.
The challenge: Tackling an ever-expanding digital roadblock
When this stretched dental group came to us, it was clear that they needed a full digital transformation—and fast. It had hit a pressing roadblock that commanded immediate action.
With its previous promotional strategy heavily reliant on traditional media, new patient leads were drying up. The brand had little visibility and no real pathway to connect its efforts with the tangible results required to succeed in an increasingly competitive digital landscape.
Our client’s previous partners lacked the tools or expertise to deliver targeted campaigns that could resonate with both its English and Spanish-speaking audiences. This lack of direction and deep-dive industry knowledge led to an incremental rise in cost per leads—numbers that inflated far above an acceptable industry average.
In addition to a targeted improvement in the dental group’s paid digital ads messaging and delivery, a complete overhaul in strategic approach was essential. That’s where our journey really began.
Shifting shape: Our cohesive approach to dental digital transformation
To help this struggling dental group gain visibility, attract new leads, and measure its success in a sustainable way, we developed a balanced multichannel strategy that caters for both English and Spanish-speaking patients.
To do this, we adopted a four-pillared approach that involved understanding our client’s audience on a deeper level and creating targeted multi channel content that addressed their specific pain points head on.
Let’s take a closer look at our dental digital-first solution.
1. Conduct deep-dive audience research
To lay solid foundations for our digital transformation efforts, we conducted well-rounded research on our target audience to grasp their particular issues and motivations.
To do so, we identified key insights and pain points for general patients and orthodontics, which empowered us to tailor messaging for each segment.
By refining the dental group’s geographic targeting to align with the client’s existing footprint and segmenting target patients based on language preference. We unlocked significant growth opportunities for both English-speaking and Spanish-speaking audiences.
2. Create a cohesive media channel strategy
Once we established our core target segments, we took time to analyze and decide on the media channels that were likely to offer the best return on investment (ROI) for each of our newfound business segments.
To make maximum impact, we focused the initial phase of our operation on paid search. We segmented our paid Facebook and Instagram ads into our two key target languages: English and Spanish.
Adopting this effective multilingual approach ensured that both general patients and orthodontic service seekers were served relevant content in their lead language at times they were most likely to engage.
3. Focus on digital-first design
Our third pillar of transformation came in the form of digital design, a strategic phase that modernized our client’s brand while making vital visual enhancements to inspire engagement and prompt conversions.
We refreshed our client’s digital presence with modern designs that (almost literally) bounce off the screen and, ultimately, made the brand more approachable to a potentially new wave of loyal dental patients.
The ad copy itself honed in on targeted promotions while highlighting the dental group’s approachable affordability and community feel. Plus, the Spanish messaging was carefully crafted to provide cultural reference as well as practical context.
We also created a series of fresh landing pages in both target languages to speak to each target segment on a personal level, offer maximum value, and convert interest into action. A real triple-threat approach.
Omnichannel Dental Ad Campaign – English Version
Omnichannel Dental Ad Campaign – Spanish Version
4. Drill down into measurement & attribution
Last but certainly not least, we implemented customized campaign tracking to measure direct calls, leads, and online bookings.
We linked all of this key data to each relevant media platform for effective real-time optimization. This smooth setup allowed us to continuously test our communications, improve conversion rates, and examine engagement across channels to deliver the best possible return on investment (ROI) across the board.
By giving our client a sustainable means to sweat the data, it has the tools to measure its marketing success and continually evolve its efforts (and win) in a fast-paced competitive landscape.
Revealing the results…
Our four-pillared digital approach earned results that gave our client a glistening smile. Get ready for the big reveal…
- We beat our client’s customer acquisition goal and soared above the industry average within the first few months of our Google Ads relaunch
- We’ve continued to set impressive new cost-per-lead (CPL) metrics which is currently a whopping 38.67% lower than our client’s initial goal and 24.76% lower than the existing industry average
- We significantly improved our client’s ROI for Meta-based performance ads, with a CPL 32.22% lower than the client’s initial target and 16.5% lower than the industry average on Meta Ads
- Perhaps most significantly, we drove up new patient leads across our key target demographics by a colossal 60%.
Since implementing our digital-first strategy, this ambitious dental group is now thriving across its various branches, delivering affordable dental care to deserving people within the community.
In light of this success, our client has gained the tools, as well as the confidence, to double its ad spend and continue growing its venture, one loyal dental patient at a time.
We’re incredibly proud to be a part of this journey.
For more inspirational case studies, explore our ever-growing library of client success stories.
