Case Study | Medical | Dental Group
Dental Group Marketing
A seven-specialty dental group in its market, marketed from the search results to the front door
How a multi-specialty dental and orthodontics group with nine doctors under one roof was marketed procedure by procedure: search, paid media, remarketing, direct mail, door to door, a billboard, newsletters and text campaigns, video, photography and the back office that ties them together.
The Client
Select Dental and Orthodontics
A full-service dental group that has served its community for more than 35 years. Nine doctors cover seven specialties in one building: general and cosmetic dentistry, orthodontics, periodontics and implants, endodontics, oral and maxillofacial surgery, sedation dentistry and TMJ care, so a patient can have a crown, an implant and braces without leaving the practice.
The group came to us with a strong clinical reputation and a weak footprint online and in the neighborhood. The brief was to market the whole menu, every procedure and every specialty, and to do it across every channel a family actually uses.
Services
By the Numbers
Objectives and Approach
Market Every Procedure, on Every Channel
A dental group with nine doctors does not have one service to sell, it has a dozen. The approach was to treat each procedure as its own campaign online, then surround the office with the same message in the neighborhood: in mailboxes, on doorsteps, on a billboard, in the window and in patients' inboxes and text messages.
Search for Every Specialty
Procedure pages, a dedicated the area LGBT dental care page and a patient education blog took the group from 36 tracked keywords to 107, with 23 of them in the first position and 47 on the first page within the first year of tracking.
Paid Media and Remarketing
Search ads for implants, orthodontics and sedation dentistry, backed by three remarketing campaigns in eight ad sizes that brought back every visitor who had researched a procedure on the site.
Neighborhood Marketing
A tri-fold mailer with new patient packages and the full service list, door to door distribution around downtown the area, a billboard, window graphics on the building and referral and appointment cards at the front desk.
Back Office, Newsletters and Text
CRM setup and back office support so every lead was tracked, newsletter and text campaigns to existing patients for recalls, year-end benefits reminders and new services, and a reputation program to ask for reviews at the right moment.
Services Marketed
Twelve Procedures, One Campaign
Every service the group performs received its own page, its own keyword set and its own creative in the mailer, the ads and the video series.
Photography
The Team, Photographed in Their Own Office
Two shoots, in 2021 and January 2022, gave the website, Google listing, social channels, mailer and ads portraits of the real doctors and the real building, and our team on set with theirs.
Portraits
Doctors and Team, in Suits and in Scrubs
The January 2022 shoot produced two sets of portraits: the doctors in business dress for the website and press, and the clinical team in black scrubs and white coats for the procedure pages, the Google listing and social.
Behind the Scenes
Shoot Day
Our photographer and video crew working the operatories and the front desk with the team between patients.
The Office
The Building and the Rooms
Location photography from 2021: the street signage, an operatory with the frosted logo window and the front desk. These fed the Google Business Profile, the mailer and the remarketing ads.
Video
Fourteen Videos, From the Office Film to a Patient Education Series
An office film in a short and an extended cut, a doctor introduction video, a Spanish language welcome, a year-end use-it-or-lose-it benefits reminder and a fact-or-myth series that answered the questions patients ask about braces, retainers, cavities and baby teeth, produced for the website, YouTube, social media and the newsletter.
Search Engine Optimization
From 8 First-Page Keywords to 47 in a Year
Position tracking for the campaign, May 2019 baseline against June 2020.
Print, Mail and Remarketing
The Same Message in the Mailbox, on the Door and Across the Web
A tri-fold mailer carried the new patient packages, the full service list and the nine doctors to homes around the office and was handed out door to door downtown. The same photography and offers ran as remarketing display ads in eight sizes across three campaigns, on window graphics on the building and on a billboard.
What We Managed
Online, in Print and in Person
Impact Summary
A Dental Group Marketed Procedure by Procedure
Twelve services, seven specialties and nine doctors marketed as one campaign across ten channels. Within the first year of tracking the group went from 8 first-page keywords to 47, with 23 in the first position, while a mailer, a billboard, door to door distribution, window graphics, fourteen videos and newsletter and text campaigns kept the office in front of its market every week.
See How We Market Dental Practices