The “Mendeleev” chain.

Before: Market leaders with strong packaging, fully booked with new patients.

After: Market leaders with the strongest packaging, fully booked with new patients :)

From 1.05.2020 to 15.06.21 2,909 enquiries and calls for the market leader:

— 1,254 enquiries and calls for the All-on-4 service for the market leader

— 1,345 enquiries and calls for dental implants

Yes, yes — everything here was already great without us :)

We just made it, and keep making it, a little better. Our strength is packaging, and it is almost impossible to replicate (we think so :). And it was packaging that we helped the “Mendeleev” dental chain with.

“Mendeleev” is one of the long-standing leaders on the Moscow dental market. And every year it strengthens its leading position, especially in implants and prosthetics. Clear positioning, planning and an understanding of what they want and where they are going.

The clinic's owner and CEO, Roman Igonin, is a very strong entrepreneur, manager and marketer. The clinic has never had, and never will have, problems with marketing or with new patients.

We met Roman thanks to Elena Mokrenko. They have been friends for a long time and keep in touch. Roma, like me, was interested in discussing a possible collaboration. We met and talked. We thought about how my team and I could be useful to a clinic so well developed on every front.

All this was around February 2020.

To begin with, we decided to try working on the implant area. The clinic really has a great many weighty advantages, not made-up ones like “good doctors” and “modern equipment”. Prices are above the market, but the level is not “economy” either.

The clinic's online packaging (the website, its copy, the layout of elements and so on) was top-level, but we decided to aim higher and create a “wow” effect given such a wealth of advantages.

The clinic really did have many real and powerful advantages — enough to make your head spin. And the advantages were not just in the copy. They just needed to be packaged properly.

We scheduled a brief, and I spent several hours asking Roman about his business and its nuances, gathering everything into one file. This is one of the small blocks. We run briefs over Skype/Zoom, ask the questions and fill it in ourselves. We do not send our clients mile-long Word questionnaire-brief documents to fill in on their own — the mere sight of which is enough to make you feel ill.

Screenshot of a fragment of the brief

After the brief I did the research all over again: collected everything available online + in parallel immediately linked it with the information received from the clinic.

“Competitive noise” is, let's say, the information floating around potential patients on the Internet. Here are some aspects from competitors that we took into account.

Screenshot of a fragment of the “competitor noise” table

Here is a small part of the search query analysis. This is how we get a rough idea of what interests the target audience overall.

Screenshot of a fragment of the search query analysis

Everything people write on forums I immediately grouped and drew conclusions from. In short, I collected a lot, but what to do with it? Here is an example of the collected information.

Screenshot of a fragment of the grouping of patients' reviews, impressions and concerns from forums

I will not show all the information from the research, there is too much of it. But I hope you now have an understanding of how it all works.

Then we moved on to the prototype. This was one of the longest and most difficult stages, because Mendeleev has an enormous amount of information and content that had to be woven into a clear structure for potential patients, based on exactly the information they need.

And through all this information we had to run the positioning of the brand itself like a golden thread, so that looking at the page you could feel the “soul of the business”. All in all, the prototype probably took more than a month. Roman never rushed us and understood how laborious and important the process was; he was always in touch to suggest how something could be improved.

Yes, we decided to “lead with our trump cards” and say straight away that these are implants from the best dental clinic in Russia. Bold? Yes, but there are grounds: awards and a well-deserved title :)

Fragment of the prototype

We came up with and implemented this block breaking the cost down into stages. Yes, logically the abutment comes together with the crown, but we decided to separate them. Why? So that the crown would not look more expensive than the market in the eyes of people seeing this for the first time. And everyone has their own idea of what implantation means, so it is unclear what you end up with.

Fragment of the prototype

But in a case study it is probably not entirely clear what lies further behind the prototype, so I will keep telling and showing : )

P.S. we had many pages in the project. We thought through the customer's path on the site plus the probability of a click and an appropriate conversion at each stage.

Fragment from the prototyping software, some of the site's pages

After a long time the home page underwent changes and now looks like this.

And here we start filtering out and educating the audience that is used to low prices. Note the heading: it is clickable, and for the most curious it opens a separate page :)

The price block has since changed. We changed it a couple of months after launch, as we decided to break it down into the classic stages after all. You will now see this block on at least half of the websites of Moscow clinics. And not only Moscow ones. But when we introduced it, only we had it))

Clicking the heading opened this page in a new tab:

In short, we attach social proof from an independent forum, from a person reporting similar pricing.

Here, as you can see, the prices and cost look different from the original version. We adjusted them to match the review (and over time the clinic's own prices also changed regularly). And, of course, a lead-capture form right below this review.

We also built the landing page not as a pile of random blocks but as a dialogue with the patient. We educated and placed the blocks according to logic, not because “reviews go here, and then ‘our advantages’”:

Of course, it is better to view the landing page as a whole to follow the thread along which we lead the customer)

Here are a couple more accent blocks.

This, for example, is everyone's favourite “we have good doctors” block, only with real proof.

By the way, we added a bar to the site that follows the visitor along the bottom, offering to book an appointment at any convenient moment. This slightly increased the site's conversion rate.

When the heading is clicked, we show photos and training certificates and again offer to book an appointment.

Next I will show the advantages block, for which at some point some clinic owners and dentists in the community took a strong dislike to us. And overall, the landing pages for the Mendeleev project turned out very strong and loud:

And these blocks are not the last. And we did not inflate anything, we simply showed all the clinic's real advantages. Nothing had to be made up. The clinic genuinely holds a leading position.

So, first we made the main landing page for dental implants. We set up Yandex Direct using a super-unique secret technology. Just kidding — it was simply a high-quality, sensible set-up with detailed work.

For the first 3 months and part of the 4th we worked on one account, and then moved to the account where we are based now.

For the first 3 months the result was really cool. The clinic's team said they had not even expected such an end result. “Mendeleev” was one of the first on the dental market to build end-to-end analytics. This made it possible to measure the result in money.

Then we moved to a new account.

And then our landing page was copied by everyone who could be bothered. It was very upsetting; there were even 1-to-1 copies.

But we kept going, and I decided to split the traffic into implantation and implant placement + implant placement by brand. And it worked very well back then (spoiler for the future: nowadays the algorithms of the ad platforms behave differently).

We changed the structure of the implant placement page, removing everything related to explaining the cost, and talked only about implant placement.

Then, in the same way, we studied adjacent semantics and queries. We looked and found another segment: “get a tooth put in”. Or rather, we knew about this segment before, but had not analysed it so deeply. And the moment came when we did the analysis, then the prototype and the landing page.

Since this group of queries is very “vague” and has no clear anchor, we had to offer all the options for restoring a tooth/teeth. So we grouped the restoration methods according to indications.

Here are the statistics for this area. Honestly, it does not work very well, because the audience does not quite understand what it needs, and it is hard to work with.

310 enquiries and calls for the “get a tooth/teeth put in” area

Next, according to plan, we decided to do All-on-4. Looking ahead, I will say that this is probably one of the best pages we have ever made for All-on-4. “Mendeleev” had even more unique and weighty advantages here. We presented them correctly and in the right order.

We will show the key blocks. The landing page itself can be viewed at: vk.com

The team were the first to train in the All-on-4 technology and bring it to Russia. Cool?) Very much so)

It is one of 5 clinics with Nobel accreditation that can perform zygomatic implant surgery. And these are highly complex operations that only a handful can do.

A bit of audacity after the price block. We agreed it in advance and decided to use it after all. The clinic's surgery statistics are such that about 50% are redos after other clinics.

The result is good. 1,254 enquiries and calls for the All-on-4 service for the market leader

After moving to the new account, and after some time, the figures levelled out. Where before it was very good, afterwards everything evened out and became roughly the same as “Mendeleev”'s main promotion. We discussed this anomalous spike and concluded that it was due to something genuinely new entering the market. People were not used to it and did not expect such results.

Now let me sum up overall and for implantation:)

1,345 enquiries and calls for dental implants for the market leader (statistics from two accounts)

And now the overall statistics and the result of the work. Let's start with the statistics)

2,909 enquiries and calls for implants and All-on-4 for the market leader (statistics from two accounts; the second one is in the screenshot above)

next, together with the “Mendeleev” team, we developed a new service area at the clinic. The result was a very strong product, simply a song!

I can safely say this is the best prototype I have made in all my time working. I spent a very long time on it to bring the whole vision and soul of this area to life on the page.

But I will not post or show anything here, because I promised to keep it for “Mendeleev” only. You may, of course, see the page if you click through from an ad (while checking out competitors or otherwise), but I keep the promises I make.

I will say, however, that Roman was very pleased with the result, and I am incredibly pleased that he appreciated this work. After all, I put a piece of myself into this grand project.

I am not talking numbers in this case study. I will only say that the advertising pays off (otherwise we would not be working), but I will not reveal the details.

I also want to say thank you to everyone who took part in this work. None of it would have happened if Roman had not created such a strong product. So, first of all, a huge thank you to him for that. It is an excellent product, a strong team and, most importantly, great understanding, a desire to help and to meet us halfway on any ideas and tests. We could propose things that 99.99% would have refused or even taken offence at, but Roman was always “for” and welcomed any ideas.

Thanks, as always, to Calltouch, who helped us integrate call tracking. Natasha, Rosita, Marina and Irina are our ever-reliable fairy godmothers.

So, to repeat: before and after.

Before: Market leaders with strong packaging, fully booked with new patients.

After: Market leaders with the strongest packaging, fully booked with new patients :)

From 1.05.2020 to 15.06.21 2,909 enquiries and calls for the market leader:

— 1,345 enquiries and calls for dental implants

— 1,254 enquiries and calls for the All-on-4 service for the market leader

For packaging and building systematic marketing, get in touch with epic name. or message our VK community. You can leave a request or ask questions there.

A letter of thanks from the “Mendeleev” company, signed by Roman Igonin, CEO:

And his interview for us: