Turnover up tenfold.

What was wrong and what had to be fixed

“Elena Mokrenko Dental Clinic” is a signature practice. And when we started working together, Elena Mokrenko herself was not just its head doctor but practically its only one. Other specialists were brought in only temporarily and for specific tasks.

“Elena Mokrenko Dental Clinic” is a signature practice. And when we started working together, Elena Mokrenko herself was not just its head doctor but practically its only one. Other specialists were brought in only temporarily and for specific tasks.

The clinic is located in the centre of Moscow, on Prospekt Mira. But business was not going well. A large share of the premises was rented out, and apart from the doctor the only member of staff was an administrator.

With loans and debts outstanding, the clinic's turnover was around ₽1 million. The only thing keeping it afloat was Elena Mokrenko's excellent reputation, which brought patients back again and again.

What the clinic wanted

“Elena Mokrenko Dental Clinic” had tried to handle its own growth. But buying leads from various sources only led to more unjustified spending.

“Elena Mokrenko Dental Clinic” had tried to handle its own growth. But buying leads from various sources only led to more unjustified spending.

Website development had also reached a dead end. Or rather, it ended in three court cases against contractors to recover the money paid for poorly delivered work.

The clinic had also bought a franchise for attracting new patients. But even this generally effective product did not help, because the practice simply lacked the resources to use it properly. Given all the previous setbacks, the clinic needed a completely new growth strategy. The epic name. team stepped in to help.

What we decided to do: step by step

Vladislav Tyshchenko and his team took an integrated approach. They analysed the advertising, prepared strong offers with calls to action that nobody had used before, and presented the product in a new format in prototypes of the website pages.

Vladislav Tyshchenko and his team took an integrated approach. They analysed the advertising, prepared strong offers with calls to action that nobody had used before, and presented the product in a new format in prototypes of the website pages.

They also introduced remote consultations for patients in 2020 and continuous testing of new ad formats.

A rocky start

The first steps had to be taken urgently. So in just two months the epic name. team carried out a thorough analysis, created the first prototypes and launched landing pages. The highest-margin services were chosen as the core offer: implants, veneers and lumineers.

The first steps had to be taken urgently. So in just two months the epic name. team carried out a thorough analysis, created the first prototypes and launched landing pages. The highest-margin services were chosen as the core offer: implants, veneers and lumineers.

The first prototype for the clinic

Although the prototypes were created quickly, they were built around the complex idea of a signature clinic. Special text inserts drew attention to Elena Mokrenko's experience and professionalism.

While setting up the advertising, the epic name. agency ran into a low response for veneers. It turned out that the audience was confusing them with cheap overlays from a well-known Chinese marketplace. A composite veneer costs from ₽9,000 apiece, while a prototype overlay costs ₽900.

Extra effort was needed to explain the difference.

The launch fell in December 2019, so the first month brought poor results. But as early as January the first deals were closed from the December advertising.

The page for the implant service

December results

Now it's bound to take off

After New Year the focus shifted to implants. At the time the market was not flooded with ultra-cheap offers, so an all-inclusive service at ₽49,000 did not look expensive.

After New Year the focus shifted to implants. At the time the market was not flooded with ultra-cheap offers, so an all-inclusive service at ₽49,000 did not look expensive.

Once the veneer and lumineer campaigns were reworked along the same lines as the implants, things started looking up. In March turnover reached ₽3 million, a threefold increase. At the same time, the system for retaining and closing patients needed improving, so the clinic and the agency almost immediately found a coordinator who helped solve this task.

In March the advertising budget was slightly reduced compared with the previous months. This was affordable because the enquiries received earlier were being actively processed. Turnover reached ₽4 million. Notably, just a few patients who had veneers fitted generated the required revenue thanks to well-structured sales work by both the administrator and the dentist herself.

March results

The sales process looked like this:

1. Targeted traffic was sent to a well-crafted page that warmed up the potential client.
2. The enquiry was handled competently by an experienced administrator, after which the patient came in for an appointment.
3. After the doctor's work, an experienced treatment coordinator closed the deal.

All the clinic's processes were fine-tuned with the help of management consulting for dental practices. And this is where the franchise bought earlier finally came in useful.

In April 2020, for obvious reasons, the clinic suspended operations for 2 months. It was only able to reopen in June.

Those two months brought a sharp drop in income, but the time was not wasted. Elena Mokrenko held online consultations on lumineers via Skype. They were free for the client, but they allowed the clinic to build a base of pre-qualified potential patients for the months ahead. Around 60 online consultations were held in total.

The page with information about free consultations

As soon as the restrictions in Moscow were lifted, personalised offers were prepared for each type of implant and advertising campaigns were launched. Reduced competition also played its part, and for the first time the clinic approached a turnover of ₽5 million.

At the same time the “Elena Mokrenko Dental Clinic” team grew again: a second administrator was hired. The range of services expanded too, with All-on-4 implant technology considered as a permanent service. By August the advertising budget was increased and the team “went into battle” with renewed energy. In September turnover reached ₽10 million for the first time.

The website was launched, though not without difficulty. Its development took several months and almost ended in another lawsuit against the developers over their bad faith. Despite these challenges, in the following months turnover still held at between ₽7 and ₽10 million.

A personalised implant offer

A dip in advertising

The positive situation lasted several months, but then the advertising almost stopped working. A typical day looked like this: 20 people called, but 15 of them turned out to be spam or time-wasters, and the remaining five were scared off by the prices and declined. Something had to be done urgently. After a brainstorming session, the epic name. team urgently reworked all the landing pages and relaunched the campaigns. And they failed again.

The positive situation lasted several months, but then the advertising almost stopped working. A typical day looked like this: 20 people called, but 15 of them turned out to be spam or time-wasters, and the remaining five were scared off by the prices and declined. Something had to be done urgently. After a brainstorming session, the epic name. team urgently reworked all the landing pages and relaunched the campaigns. And they failed again.

Analysing the situation, Vladislav Tyshchenko concluded that Yandex's algorithms had changed. They now seemed to work randomly, with no discernible pattern. Connecting Calltouch call tracking helped solve the problem. All enquiries from the landing pages were gathered in one place and tagged as targeted or non-targeted. They were then exported to analytics systems, and the advertising campaigns were set up again based on the data obtained.

Tagged enquiries in the Calltouch “Call Log” report

In search of a way out, the decision was made to tighten belts and cut the advertising budget. Meanwhile turnover fell to ₽4–5 million. The expected crisis was overcome through a constant search for new platforms.

epic name.'s targeting specialist worked actively with Facebook* and Instagram* (*products of Meta, which is recognised as an extremist organisation in Russia), sending traffic to new landing pages. MyTarget and VK were tested as well. It took three long, hard months to get back to the previous turnover. In the end, four traffic sources were settled on:

• Yandex;
• Google;
• Facebook* (*a product of Meta, which is recognised as an extremist organisation in Russia);
• Instagram* (*a product of Meta, which is recognised as an extremist organisation in Russia).

The next step was introducing end-to-end analytics, bringing together all advertising sources and data from the Infodent medical CRM. amoCRM is now also being rolled out for the call centre.

Overall results and outcomes

In a year and a half, “Elena Mokrenko Dental Clinic” reached a completely new level of operation, achieving a stable sevenfold increase in turnover compared with the initial figures and revenue of ₽10 million in certain months.

In a year and a half, “Elena Mokrenko Dental Clinic” reached a completely new level of operation, achieving a stable sevenfold increase in turnover compared with the initial figures and revenue of ₽10 million in certain months.

The clinic's turnover growth at a glance

In Moscow's highly competitive market, the campaigns generated 1,432 enquiries for dental implants, 1,660 enquiries for All-on-4 and 1,005 enquiries for dental crowns. The clinic successfully survived the crisis year of 2020, the advertising slump and other difficulties, and continues to grow.