XXX Dentistry located in Massachusetts, offers advanced family and cosmetic dental treatments to patients of all ages. Combining state-of-the-art technology and highly skilled professionals, XXX Dentistry continues to deliver exceptional service to new and existing patients.
Challenge
The location was originally owned by a well-known dentist who focused on gaining patients using a particular means of advertisement. The patients were so loyal that when the dentist sold the practice, a number of those patients chose to leave. Therefore, losing a significant share of their patient base. As a result, the office, now owned by another dentist, was left with few patients to serve. A new patient base had to be built from the ground up, along with a new website, branding, and marketing plan.
Approach
Speed was of the essence to get new patients booked. To best assist XXX Dentistry, our team quickly created a new logo, website, Facebook and Instagram accounts, and claim the existing Google My Business account which was labeled as “permanently closed”. We were able to leverage our experience in Google my Business profile claiming to make this process as painless as possible.The office was having to work with a completely new domain that had no previous history or association with the brand. To compound the challenge, the old domain was still live and would continue to be used by the existing patient base. This is why our first port of call was strategizing their SEO, Google Ads, and direct marketing mailers to begin establishing their new identity. Keyword research paired with aggressive promotional offers were needed to successfully target specific surrounding neighborhoods.
Branding
Redefining the office’s image was essential to gain new clients. To speed things along, multiple options were provided to the client at the same time to help find the ideal new identity for the office. Our team created a logo that would highlight family values, as the new practice wanted to lean towards family and cosmetic dentistry. The logo depicted the ongoing care and compassion within a family and used traditional shades of blue to further illustrate core values in a calm, welcoming setting.
Website
A clean, user-friendly, and responsive website was designed and developed to offer easy navigation throughout the site, without affecting content quality. Patients can visit the site using any device and not feel overwhelmed while attempting to find specific information such as office hours, contact information, services, etc.XXX Dentistry also wanted the site to be educational with the patient’s interests in mind. Our copywriters created content using simple to follow verbiage that inspired patients to seek more information with a consultation.Additionally, a simple and intuitive form was implemented for efficient online appointment request submissions.
Social Media
It was important to extend the branding onto social media platforms to continue connecting with patients and expanding the new brand image. Facebook and Instagram accounts were created to consistently communicate current promos, services, and dental tips. These accounts also started from the ground up, so it was imperative to quickly establish consistent quality posts.
SEO
Our SEO team began with keyword research to identify what keywords the office should invest in the most to improve ranking. Once they had the data, content creation began and is continuously updated on the site on a weekly basis, resulting in multiple keywords ranking on the first page of Google! Overall, search engine rankings are continuously improving considering that the domain became active in May 2022.
Google Ads
Google Ads, the primary driver of new patients, has been very successful! The campaign began in July 2022 focusing on the most popular search keywords such as dental clinic, dental implants, and XXX dentist. Additionally, the office considered using attractive promotional deals to attract new patients for normally expensive treatments such as Invisalign and dental implants.As you can see from the results below, the conversion rates have garnished great results!
Direct Marketing Mailers
Over 6,000 promotional postcards were mailed to homes within a 25-mile radius. Appointments quickly began booking just within a few days after the postcards were mailed!
Results
Overall, the office re-brand, website, and marketing efforts have resulted favorably! The office consistently receives new patient inquiries and has been successfully booking out their schedule. In fact, their new patient intake nearly tripled! It increased from roughly 10 per month to a steady approximate of 30 per month.
