Increased Digital Presence + Booked Appts For Growing Dental Team

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Overview:

Ivory Dental Specialists, with two locations in Chicago, Illinois, is an award-winning provider of general dentistry and orthodontist services. Aiming to increase patient appointments, they sought innovative marketing strategies to enhance their local digital footprint and patient engagement.

Challenge:

No Video Presence:

The practice lacked video content, missing out on a dynamic medium to engage potential patients and help the brand expand its reach.

Ineffective Demand Creation Strategy:

Most of their marketing dollars were spent on SEO and local print marketing, which continued to show diminishing returns.

Low Website Conversion Rate:

The website was not optimized for conversions, with potential patients visiting but not booking appointments.

Platforms Leveraged:

• Google Ads
• Microsoft Ads
• YouTube Ads

Strategy & Execution:

Video Marketing Integration:

Created an evergreen brand video to increase brand awareness and showcase the unique offerings of both locations. Subsequently, we launched a local YouTube Ad campaign.

Demand Generation Initiatives:

Launched Demand Gen campaigns targeting individuals actively searching for dental services but were brand unaware. These campaigns were part of a larger strategy to try to improve the conversion rate on the website by creating more local brand awareness.

Website Optimization:

Conducted a heuristic analysis of the existing website to identify and rectify issues affecting user experience and conversion rates. Implemented key revisions to enhance the navigational flow and call-to-action visibility.

Results:

The strategic inclusion of video content, targeted Demand Gen campaigns, website optimization, in addition to Google Search campaigns, resulted in a 231% increase in leads and a 162% increase in booked appointments, dramatically improving patient engagement and service uptake over the first 5 months of our partnership. We also achieved 5,000 views per month on our branded YouTube video, significantly enhancing Ivory Dental’s local presence in their community.