Recognition, trust, clients: a marketing case for a dental clinic
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Integration of different promotion channels is the key to success, especially for businesses operating in competitive niches like dentistry. The challenge for a dental clinic is not only to draw attention to its services, but also to gain brand trust.
A combination of targeted advertising and SMM strategies can be the perfect tool to achieve these goals. Targeting allows you to deliver information about the clinic directly to those who are most likely to be interested in the services, and SMM helps to create a positive image through useful content, patient reviews, and audience interaction.
In this case study, we’ll look at how a well-constructed social media campaign supported by effective targeted advertising helped increase the clinic’s awareness, attract new customers, and build brand trust.
Client: Perlina Buchi, a dental clinic for children and adults that provides the following services: CT scanning, artistic restoration, installation of veneers, crowns, braces, aligners, etc.
The marketing challenges that limited the clinic's potential included:
These problems required an integrated approach that could simultaneously increase the audience’s activity on social networks, distinguish the clinic from competitors and create its sustainable image as a reliable partner in dentistry.
Our SMM managers aimed at:
increasing the target audience on the clinic's Instagram page;
building the correct positioning of the clinic;
encouraging the audience to sign up for services and consultations.
To achieve their goals, they developed a content strategy with an updated design concept and TOV that forms a clear association with expertise and high-quality dental services. The following principles were followed in the design of the feed: the main color is blue (used for most of the dies and accents), with pink used to highlight professional posts and rolls. We used a friendly tone of voice in the texts, avoiding complex concepts and terms that the client does not use in real life.
Comparison of the feed before and after working with us:
Before working with us:
During cooperation with us:
Examples of Stories that were presented mostly in the format of expert storytelling and with stickers to increase interactions:
SMM specialists also tested various hypotheses to find out what works best to increase the level of interactions with content. It allowed them to determine which headings, formats, and presentation are effective for page development and arouse the interest of the audience. The specialists paid special attention to the Reels format, which demonstrated the clinic’s expertise and friendly attitude to clients, as well as increased other key metrics such as audience reach and growth. The video was shot at the client’s location according to pre-scripted scenarios.
As a result, the page reach reached an average of 34,100:
SMM specialists also promoted posts to increase page activity and the number of subscribers. In this way, they identified the formats that work best for audience growth and used them to increase this indicator. It allowed them to optimally allocate the budget and achieve the goal.
With the help of a comprehensive brand promotion strategy, our experts increased the page’s audience by 46%. Thanks to the correct presentation of content, successful selection of headings, active implementation of Reels, and the addition of interactive elements to Stories, we managed to increase the interaction rate on the page.
The above actions also increased brand awareness among the target audience and encouraged potential customers to use the services of the Perlina Buchi dental clinic.
Targeted advertising specialists focused on attracting the target audience to increase the number of appointments for services and consultations at the clinic. It was also necessary to improve the clinic’s visibility in the city and nearby settlements.
To achieve the results, the targeted advertising specialists took a number of actions. The first stage of work was to develop a comprehensive strategy for promoting services. We analyzed the market, competitors, and potential audience. It allowed us to identify the main strengths of the clinic to stand out from the competition.
At the next stage, we worked with designers and SMM managers to create creatives for advertising campaigns. A single style was found for a harmonious combination of the page and advertising. Several variants of advertising materials were developed. The main aspects:
Creative approach. Unique creatives were developed for services, emphasizing the most important points for them. Advertising banners, videos, and text ads were adapted to different needs and pains of clients.
Testing different formats. Several advertising formats were created to increase the reach.
Visual component. The emphasis was on doctors who are experienced in their field and know everything about how to provide the best service, as well as on restrained, attractive visual elements that inspire trust among customers and encourage users to interact with the ad.
The final stage was to test the created creatives on different audience segments. This allowed us to accurately determine which groups respond best to advertising materials and optimize the budget of advertising campaigns.
Thanks to the actions of our targeted advertising specialists, we have received posts on social media that we hadn’t had before.
In just one month, we reached a stable record:
1-31.07.24
1-31.08.24
1-30.09.24
During the three months of active work, we developed and implemented a comprehensive promotion strategy, created high-quality advertising creatives, and tested various audience groups. It allowed us to increase brand awareness, improve the effectiveness of advertising campaigns, and attract new customers.
The work on the project has shown that the combination of SMM and targeted advertising is an effective tool for achieving the business goals of a dental clinic.
Thus, the integration of new content formats has attracted the attention of more users and increased their engagement. Testing different audience segments and creating relevant creatives helped to significantly improve advertising performance, including reducing its cost and increasing conversion.
Thanks to consistent promotion, the clinic’s brand not only became more recognizable among the local audience, but also strengthened its associations with quality and professionalism. The developed strategy allowed not only to increase interest in the clinic’s pages, but also to transform it into real appointments, which directly affected the business’s profitability.
A good strategy, perfectly selected digital tools, and their effective application will allow the business to increase profits, grow the customer base, and form recognition and loyalty. Do you want something like that? Contact us.
You have taken the first step towards effective online marketing. Our managers will contact you and consult you soon.
