Small Market Dental Case Study

Small Market Case Study: Dr. Kovacs

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Situation

Dr. Alejandro Kovacs is a periodontist with two offices in Longview and Texarkana, TX. Before partnering with Progressive Dental Marketing, he had just purchased his first practice in Longview, a remote, small market, which was undergoing major remodeling. With little resources to bring awareness to the practice or the services he offered, specifically full arch dental implant cases, he had low phone call volume and low production. Dr. Kovacs had minimal web presence on Google and social media platforms, and little patient reviews due to a lack of marketing efforts. However, any reviews of the previous practice were generally negative. Dr. Kovacs also had no standardized treatment presentation, and no tracking or analytics process.

  • Goals

    • Position Dr. Kovacs as the authority figure in his area
    • Leverage standing as 1 of 4 dual board-certified Periodontists and Prosthodontists in the U.S.
    • Move from a referral-based practice to obtaining direct-to-public patients for full arch cases
    • Increase production and call volume for both locations
  • Strategy

    • Build a dominant web presence with an optimized website to promote full arch and second opinion cases
    • Create an SEO strategy to become the leader in the market for full-arch cases
    • Market direct to the public to attract and convert high-dollar procedures like dental implants, implant supported dentures and LANAP®
    • Position Dr. Kovacs as the dental implant expert in his area
    • Create awareness of tooth replacement treatment solutions
    • Develop and deploy an effective TV campaign to drive prospects to the website and office
    • Saturate the market with social media to educate and engage potential and current patients
    • Create custom press releases to position him as a figure of authority, leveraging his dual board certifications
    • Apply PPC/AdWords campaigns to capture prospects from all media campaigns
    • HP3 mentorship program offered to address low office production, tracking and analytics and standardization of treatment presentation
  • Results

    • Increased overall production by $1,000,000 in nine months
    • Longview office renovations completed with 2016-17 production highest to date
    • Increased website traffic by 63%
    • Increased phone traffic by 80%
    • Increased limited web presence to page one on Google
    • Gained consistent presence on page one of Google for the keyword “dental implants” in his area
    • Doubled the amount of first-page real estate on Google to 80%, for the keyword “LANAP”
    • Increased his position to the #1 spot on Yelp for the keyword “Periodontist” in his area
    • Increased social media presence by 600%
    • Positioned him as the leading authority in his market using press releases, resulting in major local media coverage
    • Improved case acceptance, standardization of treatment presentation, and online reviews
    • Implemented accurate tracking and analytics program to ensure a positive ROI
    • Reached 32,430 people in a five-month period on social media

Custom Website

The original website looked outdated, used stock images and no video elements. It was not a true representation of the doctor and his practice. It was heavier on text and did not show the outcome of the procedure. The new website is built to attract and convert new patients for full arch cases. Video blogs allow Dr. Kovacs to speak about treatment solutions while educating patients and offering a glimpse of the results patients can expect at this practice.

View Website

Website Sessions Outcomes

5 Months Before Marketing Vs. 5 Months After Marketing

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BEFORE

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TV Commercial

TV Commercial

TV advertising has always been effective for branding local practices and targeting high-dollar cases. Due to the complexity of TV advertising and substantial investments in time and resources required, expert consultation by a team experienced in marketing implant dentistry is always recommended before investing in dental TV advertising.

Phone Calls Outcome

5 Months Before Marketing Vs. 5 Months During Marketing

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BEFORE

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AFTER

Search Engine Optimization

When Dr. Kovacs first started partnering with Progressive Dental Marketing, he had minimal online visibility in his area. With ongoing SEO, he now ranks on the first page of Google for “periodontist,” “prosthodontist,” “dental implants,” “implant supported dentures,” and “LANAP” in his two locations as well as the surrounding areas.

View Results

Organic Traffic Outcome

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BEFORE

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AFTER

Google AdWords

There are hundreds of monthly searches for dental implants and full arch dental implants in the Texas area. Our strategy consistently brings the “right” patient with the ideal case type. We are able to target highly relevant keywords and apply tested ad copy to see a lower cost per click (CPC) with a higher conversion rate.

View Example

Website Traffic Outcome

5 Months Before Marketing Vs. 5 Months After Marketing

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BEFORE

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AFTER

Social Media

Using Facebook, we bring awareness to his followers and the local area about procedures and treatments they may not have known were options. With organic postings, we inform followers of the procedures he offers as well as his practice’s unique culture. This allows existing and potential patients to get a feel for who they are and the atmosphere of his practice. View results to see examples of boosted posts along with the number of people it was presented to and how many times it was viewed.

View Results

Social Media Followers Before and After Marketing

March 2017 Before Marketing Vs. January 2018 After Marketing

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BEFORE

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Press Releases

Dr. Kovacs diversified his rankings on Google and built his credibility using a press program. His releases have been published on the local news station and ABC affiliate, KLTV, along with hundreds of other media outlets including Dental Economics. We have featured accomplishments such as becoming a Diplomate of the ICOI, lectures he’s given including a full-arch CE series, and his personal practice renovation, to encourage new patients to see him as the preferred implant provider in his area.

View Results

HP3

  • Before HP3

    • Office was under renovation with low production and phone calls
    • Dr. Kovacs was not doing any marketing and was frequently meeting with general dentists to gain referrals
    • Goals were not being tracked and there was not a standardized system for scheduling patients or for treatment presentation
  • After HP3

    • Office renovation completed and the practice reached its highest production rates to-date
    • Tracking and analytics developed and analyzed
    • Block scheduling and a standardization of treatment planning and presentation were implemented
    • Doctor purchased a second location in Texarkana

Overall

After launching his new website and marketing strategies, there was an increase in overall production by over $1,000,000 in nine months. In a small market, we were able to raise awareness of a preferred tooth replacement alternative and brand Dr. Kovacs as the authority in implant dentistry. He was able to expand his practice to a second location and invest in state-of-art technology, applying a standardized process with an efficient team.

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