Dental Marketing Case Study | All On 4 & Dental Implant Marketing

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In This Dental Marketing Case Study Discover How One Sydney Dentist Generated a 1432% ROi… Turning a $1,500 Per Month Marketing Budget into $183k Within 8 Months

When Bexley dental Business Manager, Rachel Turner started exploring new ways in which to increase revenue for the practice, she was searching for ways in which to increase revenue for their dental implant and All-On-4 treatments. She was aware that the internet was an avenue the company had yet to explore and that it could prove to be a wealth of untapped opportunity. They had been doing some Search Engine Optimisation, but most new patients came from patient referrals and print media (the local paper and Yellow Pages). After evaluating various online marketing solutions, Rachel decided to work with Dental Metrics.

66400

Advertising Cost

897731

Revenue

1252

ROI

Dental Marketing Case Study: About the Client

Bexley Dental was established in 1992 by Dr Theo Spyrakis. The principal dentist has grown the practice, which now includes four dentists and three hygiene therapists. Dr Spyrakis had a special interest in implant dentistry, he had spent the past 8 years continuing his education, travelling the world to further develop his expertise. With a thriving a dental practice, Dr Spyrakis wanted to grow the dental implant and All on 4 part of the business. As Business Manager for the practice, one of Rachel Turner’s core responsibilities is to identify an effective All on 4 and dental implant marketing strategy.

Dental Marketing Case Study: Their Business Challenge

Rachel had come from a corporate background where Search Engine Marketing (SEM) was common practice. But after starting her role at Bexley Dental, she found the marketing methods used for attracting new patients were outdated and no longer effective anymore. The practice wasn’t taking advantage of the internet to attract new patients and she knew that to stay ahead of the competition, they needed a dental internet marketing strategy. However, the practice principle, Dr Spyrakis was sceptical, and needed convincing that an internet based strategy was worth the investment.

In order to make a strong business case for dental implant marketing, Rachel needed to identify a solution that would target patients who actively searched for dental implants and/or All-On-4 dentistry. She met with many of the major SEM players in the market including Reach Local, Fairfax, Sensis and News Limited. She also spoke to colleagues from the dental industry who had experience with these companies but received mixed reviews back. Rachel states the general feedback from her peers was: “these companies were more interested in their cookie cutter approach to managing marketing campaigns rather than listening to her individual needs.” Rachel wasn’t convinced any of these larger marketing companies had the experience and knowledge of the dental industry.

Dental Marketing Case Study: The Solution

When offered the chance to evaluate a more customised approach to targeting patients, Rachel jumped at it. Unlike many other solutions Rachel had spoken to, Dental Metrics had the industry experience, having managed many dental marketing campaigns. Plus Dental Metrics offered her a customised dental implant marketing solution for targeting implant and All on 4 patients. The solution gave prospective patients a compelling reason for choosing the Bexley Dental services.

The Dental Metrics solution was focused on increasing website conversions. This means they work on increasing the number of website visitors into actual consultations. This process started by learning more about Bexley Dental and their target patients. To do this, they use a series of research protocols. They then designed a customised landing page utilising persuasive copywriting and other known proven tactics that increase conversions. They attracted visitors to the landing page by targeting people who were searching for information online about dental implants or the All-on-4 treatment. Using a unique marketing strategy known as a ‘lead magnet’ they were able to turn many more visitors into leads.

Rachel said she liked what Dental Metrics had to offer:
When I first met with Jeran from Dental Metrics, I felt as though he was being upfront with me from the start and actually listened to understand what we needed. It was clear he wanted to work with us by tailoring a program that suited our business needs. I particularly liked the idea of them directing patients to dedicated landing pages that had a clear and concise message. Then having them optimise the message to improve results over time. I also liked the idea of working with a smaller company that would give us more focused, one on one attention.”

Dental Marketing Case Study: The Results

Rachel is enthusiastic about tracking the performance of the campaign, and the data reporting show that her decision to take a customised and conversion focused approach to dental implant marketing with Dental Metrics has paid off. Within the first 8 months of the campaign, Bexley Dental generated 51 dental implant and All on 4 leads, 15 of which booked in for a consultation, 12 became patients at Bexley Dental, resulting in $183,883 in revenue.

From the very start, Rachel was pleased with how the campaign went:

“I found it very easy to get the ball rolling with Jeran and the Dental Metrics team. Jeran and I worked on the content for the landing pages together and then in a very short timeframe the campaign went live.”

Most of all, Rachel was happy to start the campaign with a small investment. This helped convince Dr Spyrakis to start the campaign, then as the campaign achieved results, she was able to allocate more of her marketing budget to the campaign.

“We started off with a small budget for our campaign but the great conversion rate and revenue that was generated meant that I have been able to free up more budget from other marketing campaigns, that weren’t working as well anymore (such as our campaign with Sensis) to be able to dedicate more of our marketing budget into our dental implant and All on 4 marketing campaigns with Dental Metrics. As we increase our budget, we see an increasing number of leads from our landing page, and many of them have converted from leads into implant and All on 4 patients for our practice.”

“Dental Metrics has worked with many dental practices and have the industry experience to understand how to find prospective patients and convert them into customers. They make the recommendations that drive more business through our Search Engine Marketing campaign which results in more patients for our practice.”

“Our entire experience with Jeran and The Dental Metrics team has been a positive one. We have been in constant contact since the inception of our campaign more than 3 years ago. Jeran regularly comes up with new ideas to improve our campaign and its results. I often find myself being “too busy” to focus on the campaign because of the day to day running of the practice, but Jeran always follows up with me so that we achieve the best possible results.

Within the first 8 months of the campaign, in a very competitive dental implant and All on 4 market, we received 51 leads. Because the leads increased month on month, I was able to dedicate more of our marketing budget to the campaign. Of those initial 51 leads, 12 became patients at Bexley Dental, resulting in $183,883 in revenue which was 1432% return on investment.”

“Overall, in the 3 years since working with Dental Metrics, we have spent $66,400 on our advertising and generated 160 dental implant and All on 4 consultations, resulting in a 1252% return on advertising spend.

Our conversion rates have significantly improved, and now, the average value to our business each time someone books a consultation–whether they go on to book a treatment or not– is worth $5,610. Our Search Engine Marketing campaign has exceeded our expectations, thanks to the work done by Dental Metrics.”

Rachel Turner
Business Manager
Bexley Dental

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