January, February, March of 2021
“I’ve been in the industry for over a decade now and I’ve seen every form or version of marketing and production out there. The quality we get from their production team. Whether that’s from our web design team, or social media campaigns, or our video production. I haven’t seen anything like it. Ever.“
Blake Austin
Website Development
SEO
PPC
Social Media
TV Commercial
Blake Austin opened up the Smile Now practice in Phoenix, AZ in 2020. When he brought Progressive Dental Marketing in as his practice’s marketing agency, he had the goal of opening a center specializing in oral surgery, sedation procedures, and cosmetic dentistry. Initially, we did a complete rebrand for the practice. Our videographers and photographers created custom assets, and we developed an entirely new oral surgeon website. Smile Now, now averages 20 arches a month as a brand-new practice with no referrals and no existing patient base.
Because he had just opened his new location and the brand was unfamiliar to those in the area, we wanted to increase his overall impressions and get in front of as many eyeballs as possible. We created a custom website to serve as the foundation of our marketing efforts. We filmed a series of doctor video blogs, patient stories, and cultural videos to use as assets throughout the website.
Smile Now’s dental website was locally optimized for Scottsdale and the larger metro area to attract patients specific to those markets. Specific targeted keywords focus exclusively on dental implants and full arch cases. In keeping with Google’s best practices, all images were optimized to increase load speed and reduce bounce rate throughout the website.
Smile Now is equipped with an in-house lab, therefore they were able to pass many of their cost savings onto their patients. Because they offered single implants and full arches at such an affordable price point, we capitalized on the opportunity to highlight those prices within our ad copy. By directing patients to our landing page, we then included more differentiating factors such as free consult and CT, free maintenance, and a 5-year warranty, which placed the practice above the competition in terms of efficiency as well as affordability.
Example keywords:
Purpose:
In order to make our social media and pay per click campaigns work in tandem, and to capitalize on the price advantages that Smile Now offers, we focused our social media ads on two things: pricing and candidacy. Pricing serves as a way to get the potential patient to stop scrolling and view the ad, the option to see whether they are a candidate entices the patient to click on the ad. Once they do, they are taken to a digital implant evaluation form which allows us to capture their information as well as get a preview into their current dental state.
We concentrated on broadcast media, with a specific emphasis on local news. This :30 second spot utilized an emotional patient testimonial to establish the positive reputation for the new practice and had no aggressive call to action other than to visit the website.
Blake Austin received a 12:1 ROI in the months of January, February, and March of 2021. He recently purchased the available space next door to expand and open more operatories as well as move the in-house lab. He has also brought in a second oral surgeon and expanded his hours to include Saturdays to make it more convenient for patients.
