Large Marketing Dental Case Study

Large Market Case Study: Dr. Singh

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Situation

Dr. Amarik Singh is a periodontist who practices in a suburb right outside of Chicago. Before partnering with Progressive Dental Marketing, his business model depended heavily on doctor referrals. He would spend a good portion of his time networking with other doctors at study clubs, lunch and learns, and dinners in order to increase his referrals. Dr. Singh had limited web presence, including on Google and social media platforms, and minimal patient reviews due to a lack of marketing efforts. He also had no standardized treatment presentation, and no tracking or analytics process.

  • Goals

    • Attract more direct-to-public patients and not rely so heavily on referring doctors
    • Be the leading choice in the Chicago area for full arch dental implant solutions
    • Increase to 30 full arch cases per month
    • Blanket the Chicago market and surrounding areas with his brand
    • Increase overall practice production by 90%
  • Strategy

    • Build a dominant web presence to attract unattached patients and not rely solely on referrals
    • Increase and become the king of full arch dental implants in the Chicago market
    • Market directly to the public to promote full arch dental implant solutions
    • Blanket the market with his brand and become the undisputed choice for dental care
    • Move from a referral-based practice to a direct-to-patient marketing model and attract more high-dollar cases
  • Results

    • Converted 30% of his PPC leads in a 12-month period resulting in over $488k, a 713% ROI on his initial PPC marketing investment
    • In 2017, we drove over 7,400 unique organic searches to specific target pages on his site
    • In a 12-month period, we put on six dental implant seminars at the office creating:
      • 305 leads
      • 57 new patients
      • 19% conversion from leads to patients
      • Over $700,000 in production
      • 1,118% ROI
    • Took his non-existing Facebook account to over 1,800 followers and over 28 reviews
    • Generated over 100 quality leads per month from his newspaper campaign, accounting for 20% of his full arch cases

Custom Website

The website is a representation of the practice and a major deciding factor on whether or not a visitor converts into a lead. When we first took on Dr. Singh as a client, he had a typical templated site which was not set up to covert at a high percentage. We saw the need to build a custom dental website with video integration we would feel confident driving traffic to.

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Sessions Outcome

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2016 SESSIONS

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2017 SESSIONS

TV Commercial

Broadcast TV has been our most profitable marketing tactic accounting for 50% of our full arch cases for his practice. PD makes sure we have the right station and times to attract over 120 leads per month on a consistent basis.

Phone Calls Outcome

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2016 TV CALLS

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2017 TV CALLS

Search Engine Optimization

When we first started, Dr. Singh had little visibility outside his immediate physical location. We implemented an aggressive dental SEO strategy to not only dominate the majority of a search engine results page for his city but surrounding cities that have a high population and household income as well. In 2017, we drove over 7,400 unique organic searches to specific target pages on his site.

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Organic Traffic Outcome

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2016 ORGANIC SESSIONS

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2017 ORGANIC SESSIONS

Google AdWords

See an example of Dr. Singh’s ad on Google.

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Website Traffic Outcome

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Dental Implant Seminars

We launch dental implant seminars to get in front of a group of quality patients. This allows us to educate the entire group at once and use our sales process to close at a high percentage.

In a 12-month period we put on six seminars at the office generating:

  • 305 Leads
  • 57 New patients
  • 19% Conversion rate of leads to patients
  • Over $700,000 in production
  • ROI of 1,118%
View Example

Social Media

With the growing demand of searches through social medial, such as Facebook, Instagram, and Pinterest, we created a social media profile that would educate patients, generate interest for potential patients, and be engaging enough to share videos and have them go viral.

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Social Media Followers Before and After Marketing

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Press Releases

Being viewed as the authority and expert in your area can be challenging but with press releases, we are able to have credible news outlets pick up and republish the articles we wrote for Dr. Singh. This allows his to take up valuable real-estate on Google search engine results pages and attract new, interested patients.

View Outcome

Coaching & Training

Most, if not all, marketing companies will be happy just making the phone ring. Converting leads to actual patients is up to the practice regardless if they have price- or insurance-driven calls. Here at PD, we believe that it’s our JOB to drive leads and work with the team to book the calls at a high rate, improve show rate and make sure patients are accepting treatment.

When we first started working with this practice, they were booking referred patients at a high percentage but struggling with price shoppers that were directly from marketing. We worked the front desk team handling implant price questions and how to address them in a positive way, they are booking over 65% now and have implemented a strategic greeting that allows them to take control of the call immediately. With our internal marketing training and strategy, we were able to go from minimal Google reviews and video testimonials to over 150 Google reviews and 70 video testimonials on his YouTube channel. These all play a vital role in converting second opinion patients.

View Outcome

Newspaper

Negotiating the best rate with mass media is what we do. We target the demographic that still reads the newspaper on a consistent basis. Generating over 100 quality leads per month, we place a competitive qualifier price on the ad making it easier for the front desk to book at a high rate. Newspaper accounts for 20% of the practices’ full arch cases.

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Calls From Newspaper Outcome

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Overall

Dr. Singh has not relied on dentists’ referrals since joining Progressive Dental Marketing. He now spends his time doing what he loves in his spare time instead of competing with other periodontists by networking with doctors for referrals. He helps over 100 new patients on monthly basis and is now able to cross-refer those patients to the doctor of his choice.

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