5x growth in 1.5 years.

What Dental Moscow wanted

The owners of Dental Moscow understood from the outset that running a clinic well is not enough to make it a success. 

The owners of Dental Moscow understood from the outset that running a clinic well is not enough to make it a success. 

To grow sales, they needed to attract new clients more actively. Advertising campaigns had previously been entrusted to agencies as well as to solo freelancers. Leads were also bought through newspaper adverts, on Zoon and from other sources.

To find a good specialist they relied on word of mouth: another dental clinic told them about its successful experience of working with us.

Preparing the brief: what we bet on

To build a complete picture we started with a brief. We then chose the services to build the advertising campaign around as anchors, looking for those that deliver quick results thanks to the high margin per order.

To build a complete picture we started with a brief. We then chose the services to build the advertising campaign around as anchors, looking for those that deliver quick results thanks to the high margin per order.

On average, the sales cycle in dentistry takes three months. The task was to shorten that time.

We set the prices of the core services slightly below the market level. The average order value was to be raised by offering clients relevant additional services.

We focused on five services:

• implants;
• prosthetics on 4/6 implants using the All-on-4/6 method;
• veneers;
• removable dentures and crowns;
• dental prosthetics (split into removable and fixed).

People understand “prosthetics” in different ways, so it got a separate page. The potential lies in the fact that very different users search for it: those with no teeth at all and those who simply have a chipped tooth.

We placed an important emphasis on general dentistry services. Clients were actively sought among the audience interested in dental clinics in the relevant location.

The launch strategy was built on the project’s growth potential and the cost of acquiring a patient. Statistics on bookings and patient visits, as well as on the services provided at the first appointment, came in handy here.

How we carried out the research

epic name. had worked with dental clinics before, so we used the statistics already collected as a base and supplemented them with new research. We analysed the environment and the competitors in order to track any fluctuation in the market.

epic name. had worked with dental clinics before, so we used the statistics already collected as a base and supplemented them with new research. We analysed the environment and the competitors in order to track any fluctuation in the market.

During the research we measured the average market conversion rate at each stage, namely into:

• a lead;
• a booking;
• the patient actually arriving at the clinic;
• the start of treatment.

We took into account the cost of materials and the dentists’ work, and then adjusted the sales economics. 

These figures are essential for the comprehensive development of a dental clinic. In a highly competitive niche, simply sending ad traffic to a website is not enough.

Besides the figures, we used other material to analyse the situation:

• search queries and discussions on social media;
• reviews of the clinic;
• interviews with doctors and receptionists;
• recordings of phone calls with clients.

The result was a mind map that became the foundation of the promotion.

Developing and implementing the prototype

All the data collected was summarised and used to create the prototype. Once again, the basis was the idea of services priced slightly below the market. Every nuance was taken into account while developing the prototypes. For the All-on-4/6 service, we did not mention Multi-unit abutments, leaving the clinic room to manoeuvre in its sales strategy for each specific situation.

All the data collected was summarised and used to create the prototype. Once again, the basis was the idea of services priced slightly below the market. Every nuance was taken into account while developing the prototypes. For the All-on-4/6 service, we did not mention Multi-unit abutments, leaving the clinic room to manoeuvre in its sales strategy for each specific situation.

Once the prototypes were complete, the next step was designing and building the website on Tilda. The tool was chosen because it makes life easier for the client should the partnership end, and edits are far easier to make than in pure code.

Example of the prototype for “Implants”

A distinctive feature of the design was the use of guarantee blocks to highlight the advantages. This let us present the benefits of the services, which are written almost identically on every website, to their best advantage.

The guarantee block on the website

Case studies were a must. Their main function is to show what the tooth will look like and remove the client’s fear. Dental Moscow had no case studies: they had not been photographing the client’s problem before treatment. The first ones had to be put together in a hurry. To avoid this situation in the future, we wrote a guide on collecting information and packaging case studies.

A case study on the website

Taming paid search

The advertising campaigns were split as granularly as possible, which allowed us to meet the needs of an audience typing queries that were similar in meaning but different in substance, such as “tooth implant” and “dental implants”. Within the campaigns we added queries relating to the countries of manufacture and specific implant brands.

The advertising campaigns were split as granularly as possible, which allowed us to meet the needs of an audience typing queries that were similar in meaning but different in substance, such as “tooth implant” and “dental implants”. Within the campaigns we added queries relating to the countries of manufacture and specific implant brands.

The campaigns were launched in stages, with each area tested beforehand. The first results were disappointing. Even retargeting the audience that had already visited the website but left no enquiry did not save the situation.

Segmentation for launching the advertising campaigns

What the first results showed

The first results of the advertising campaigns were analysed thoroughly. We were betting on implants and removable dentures. The former require the right sales script to move some clients over to All-on-4; the latter allow a significant number of additional services to be sold successfully, raising the average order value.

The first results of the advertising campaigns were analysed thoroughly. We were betting on implants and removable dentures. The former require the right sales script to move some clients over to All-on-4; the latter allow a significant number of additional services to be sold successfully, raising the average order value.

At this stage we connected Calltouch call tracking for deeper analysis. The “call back” feature helped refine the statistics on the number of unique targeted leads: they grew, while non-targeted ones fell. 

The next stage was implementing amoCRM. epic name. trained the sales department operators and later ran additional sessions to hone their skills and rehearse various schemes and scenarios for interacting with clients.

Reaching a monthly turnover of 8 million

Taking all the data into account, we drew up a plan for leads and their cost for the search and social media campaigns. All summaries and reports are analysed so that adjustments can be made in good time.

Taking all the data into account, we drew up a plan for leads and their cost for the search and social media campaigns. All summaries and reports are analysed so that adjustments can be made in good time.

In spring and summer 2020, during the restrictions, a free taxi service that brought the clinic’s clients in and took them home again performed well. Throughout the partnership, Dental Moscow staff have also been continuously trained in what we call sales fine-tuning.

As a result, sales were raised first twofold, then threefold and then fivefold. This is how a stable monthly turnover of ₽8–9 million was achieved. Dental Moscow expanded the business and opened two more new clinics.

Daily tracking spreadsheet

Working with targeted advertising

Ongoing analysis of the advertising campaigns and adjustments continue. Between March 2020 and July 2021, 2,226 enquiries and calls were received for “Prosthetics on 4/6 implants using the All-on-4 method”. The most popular area was “Removable dentures”, which brought in 8,335 enquiries over the same period.

Ongoing analysis of the advertising campaigns and adjustments continue. Between March 2020 and July 2021, 2,226 enquiries and calls were received for “Prosthetics on 4/6 implants using the All-on-4 method”. The most popular area was “Removable dentures”, which brought in 8,335 enquiries over the same period.

Other sources were also used to increase the volume of enquiries. Targeted advertising on social media was launched and immediately showed good results.

A targeted social media ad

In place of a conclusion: the outcome

A fivefold increase in turnover and two new dental clinics for the client is a worthy result of a fruitful partnership. It was achieved by using effective marketing tools combined with the right promotion strategy.

A fivefold increase in turnover and two new dental clinics for the client is a worthy result of a fruitful partnership. It was achieved by using effective marketing tools combined with the right promotion strategy.

epic name.’s combination of marketing and consulting services also played its part in the success. The clinic’s sales staff were guided step by step through sales scripts and techniques, gradually raising the clinic’s average order value and client loyalty.