Dental Clinic Case Study #3
See our case studies on the results below.
Dental Clinic Assessment To Success
Let’s first discuss the problem. Well, it’s actually three and it’s the three most common challenges for dentist’s and nearly 90% of business owners across the globe.
* CHALLENGE #1: THE ACQUISITION OF NEW PATIENTS / CLIENTS
* CHALLENGE #2: INCREASING ANNUAL REVENUE
* CHALLENGE #3: USING STATISTICS TO IMPROVE ROI
I know some clinic owners are reading this are saying “THERE ARE A LOT MORE THAN THAT!”
But these are the most common across our research, since talking with a dental clinics across North America.
All three of these challenges share a common goal. Growth. Growth can come in a variety of ways, currently our research shows the most common is PPC advertising on Google. While the cost per click on some of these ads can be well over $50 per click depending on the location and competition for the desired keywords. It can really hurt your return on investment if the conversion rate is low.
The second most popular “the referral” or “word of mouth marketing” still has a place in clinics across Canada and The United States. From the fifty dental clinics in Ontario Canada we spoke with twenty-eight said word of mouth was their main source of patient acquisition. While referral number’s weren’t high enough to warrant any true growth these were the two most common ways dental clinics are building their business.
Now… we know there’s more to it than just website and social media traffic. Which is why we are one of the few that share their knowledge of both dental clinic systems and management to work alongside your lead generation. Think of it as a better way to use the statistics of your clinic (for those who are actually tracking metrics!). The systems also increase patient retention rates as they keep your audience engaged.
The biggest challenge is still knowing “WHO” are the target demographic. Understanding your most valuable and/or preferred service is also key to finding your target audience. But really knowing your market place is paramount. Obviously; targeting 20 year old, Men for Dental Implants is not going to yield anywhere near the conversions 65+ Men & Women would. Finding those audiences and providing value is the key to success. Which is where our analytical systems shed light on the current trends, traffic and converting potentials.
It’s also worth mentioning that any industry providing value and social proof to their audience increase conversion rates by over 300%.
Find your clinics true potential.
The Case Study!
We first started working with The Downtown Dental Clinic in June of 2018. Our first goal was to monitor all in bound patient acquisition and traffic sources. Our client (TDDC) had just recently purchased the clinic which had previously shown a poor new patient acquisition rate as well as a industry average retention rate.
After establishing that there was little to no online presence by stripping back the statistics, we developed a new website and optimized it to rank organically at the top of page one for a number of dental services in the downtown Ottawa area. This made an impressive boost to lead generation, we then added to this the Facebook re-targeting and on going ad campaign’s on social media and the results speak for themselves.
It’s important to mention that our results were all achieved well under the industry average patient acquisition rate. That’s including marketing expense’s! This is due to organic rankings offering a much lower cost per acquisition than paid traffic. The industry paid patient acquisition rate is between $250 CAD to $400 CAD per patient acquisition.
Considering the LTV (Lifetime Value) of each patient you cover that in the first year of treatment. Which is why so many clinics just run paid ads. But there is as you can see below a cheaper more efficient way.
Before you jump in to the analytics….
I must mention in full disclosure that the internal systems we are continually working are something that play a big factor on our results. This is done by analyzing internal growth through the clinic entrance and by phone. Tracking internal conversion rates from reception and service monitoring via SWOT (Strength Weakness Opportunity & Threat) analysis.
All of these things brought The Downtown Dental Clinic a whopping five times the amount of qualified traffic which resulted on average to 15 – 20 new active patients per month. While its still early we expect things to continue to grow!
We are proud to showcase our successes and look forward to presenting more when we can.
HUGE UPDATE!!! -> See below for February 2019 traffic and customer acquisition rates!
February 2019 Update!
Update: As of February 28th (which was yesterday at the time of writing this) we had seen one of our best months to date. The continued growth stems from our systems and advertising working hand in hand. As you can see above the traffic from February was 468 Users which yielded over 30 new patients – converting at just over 7%. But the traffic who visited the site will continue to see The Downtown Dental Clinic across multiple platforms as part of our re-targeting approach.
This approach yields an additional 4% conversion through phone and appointment. These results with all our fees and additional marketing expense smash the industry average customer acquisition rate. Something we are very proud to have achieved in a short period of time.
In closing we primarily offer marketing and strategic planning solutions to one dental clinic per geographic location to prevent a conflict of interest. If you are looking to take the next steps to success for your business or dental clinic, arrange a meeting.
We can discuss possible solutions to your challenges.