GENERATING OVER A HUNDRED NEW PATIENTS DURING THE COVID-19 CRISIS
Background
London has the greatest supply of dental practices in England after accounting for population density. Competing in a highly differentiated market, the goal was to generate new, repeat business for her Cosmetic Dental Clinic. The target demographic was people living in South London who may need dental treatment. SW11 is a clinic launched in 2018 located in South London offering a wide range of dental and aesthetic treatments. The goal of our intervention was aimed to boost their presence of the very competitive London market and generate for them a constant flow of booking. We have rapidly identified the best audience which were female aged 28 to 50 living in South London, this was a big win as this population require often aesthetic and cosmetic dental treatments and are therefore recurrent clients that come back often to book for themselves or their relatives. This strategy has proven to be very effective.
Key Objectives
- Scaling lead generation and growing their patient base
- Amplifying online reach and generating a recurrent flow of booking for the Clinic
- Increase the number of leads generated for the firm each month
Strategies Used by Vitro Digital to Meet Client Objectives
Before the initiation of any marketing campaign, the first task is to study the best target market that is most likely to convert for the business. Since our client specialized in cosmetic dentistry, we decided to target test out several variables which include gender and age. We created an automated lead generation funnel which was paired with our creatives. Based on the audience interaction, we quickly identified an optimal audience for the dental team were which female aged 28 to 50 living in South London, this was a big win as this population require often aesthetic and cosmetic dental treatments and are therefore recurrent clients that come back often to book for themselves or their relatives. This targeting strategy has proven to be very effective in our campaign.
After identifying the target market, the next step was to map the client journey right from clicking the advertisement to sales closure.
Step 1: Ad Creation and A/B Testing
The first step was to create an engaging AD creative that showed how our client can help with teeth whiting procedures. Two different creatives were tested to determine which version performed better and gave a higher return on investment.
Step 2: Retargeting
After the initial preview of the ad to a selected audience, retargeting was used to show them newer advertisement versions that offered higher value and had a well-defined call to action in the form of a landing page that collected user information
Step 3: Automated Lead Generation
In order to maximize the lower funnel conversion, we decided to enhance lead conversion automatically by using retargeting through an automated Facebook messenger bot that interacted with those customers and collected all the data.
Results
The results were recorded between April 12 and May 27, 2020.
- Ads reached 86,171 people
- 5200 qualified leads within 1 year
- 1582 people directed into the ad funnel
- The crafted offer generated 182 leads at an average cost of 1.43 per lead
Conclusion
Our client is happy with the results and has decided to work with us in the long term. Our marketing campaign helped the client by acquiring new patients as well a predictable flow of monthly leads. Vitro Digital was able to help book over 15 appointments on a weekly basis, scaling SW11’s revenue over 2x within the London area. To date, we are still partnered up with the practice and taking care of all their digital marketing needs to remain competitive in this growing London market.
