3-MONTH CASE STUDY
The Marquis Center
for oral surgery & Dental Implants
May, June, July | Averaging 30 Arches Per Month
During a three month time period, when business decisions were ruled by fear, this oral surgeon hit record breaking full arch production. Watch as we outline the strategy, marketing tactics, and treatment planning technique this practice utilized to reach 30 arches a month.
Want to Place More Full Arches? Watch Now
CLIENT
Dr. Andrew Mueller
SERVICES
Website Development
SEO
PPC
Social Media
TV
Dr. Andrew Mueller is an oral surgeon, operating a small referral-based practice in Wichita Falls, TX. When he brought Progressive Dental Marketing in as his practice’s marketing agency, he had the goal of opening additional centers and focusing exclusively on full arch. Initially, we did a complete rebrand for the practice. Our videographers and photographers developed custom assets, and we developed an entirely new oral surgeon website. Dr. Mueller then opened his de novo practice in San Antonio to begin his expansion through Texas. Before the pandemic hit, Dr. Mueller was averaging around 15 arches a month as a brand-new practice with no referrals and no existing patient base.
Goals
- Increase full arch patients from 15 per month to 30
- Build recognition around new The Marquis Center brand
- Establish Dr. Mueller as the premier oral surgeon in the San Antonio and Wichita Falls markets
- Develop a baseline of assets, with a mixture of educational based content as well as experience based content, to utilize in all future marketing
- Allow Dr. Mueller to operate a completely direct to the public practice and eliminate any reliance on referrals
- Allow Dr. Mueller to focus exclusively on placing full arch dental implants
Strategy
- Take advantage of reduced competition to dramatically increase weekly impressions
- Create diverse content with a mixture of direct response and educational based messaging
- Diversify dental advertising tactics to stay in front of patients while they are at home plus implement an aggressive retargeting strategy
- Add flexibility in new patient consultations including virtual consultations
- Create a CTA that is current and meaningful in addressing the current struggles in the community
- Increase new patient consultations
- Cut down on no shows and unqualified patients
Tactics
- Website Development
- Search Engine Optimization
- Pay Per Click
- Social Media
- TV
Our biggest objective for marketing Dr. Mueller’s oral surgery practice was to take advantage of the reduced competition and increase his overall brand presence. 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.
Search Engine Optimization
Dr. Mueller’s website was locally optimized for San Antonio and Wichita Falls keywords to attract patients specific to those markets. With this initiative in mind, continual SEO improvements will ensure that he is branded as the premier oral surgery practice in San Antonio and surrounding areas.
Organic Traffic Outcome
We built out two separate campaigns in Google Ads, one price focused and one prestige or credibility focused. While many doctors feel price shoppers aren’t qualified, they are actually the most qualified lead you can get. Price shoppers are already sold. They’ve made up their mind and they’re going to do the procedure. They’re just trying to get the most value possible for every dollar they spend. Which is why we built campaigns exclusively focused on them.
Price Campaign
Example keywords:
- All-on-4 dental implant price
- Teeth-in-a-day price
- Dental Implants price/cost
Purpose:
- Shows that treatment is all-inclusive and affordable
- Gives patients an easy way to find ballpark pricing and their candidacy for treatment
- Through a dental implant evaluation on the page, it is easy for the Marquis team to triage out unqualified leads
Prestige Campaign
Example keywords:
- Best dental implant dentist in…
- Top All-on-4 dental implant center…
- Top dental implant surgeon in…
Purpose:
- Shows credentials and position the doctor as the expert
- Showcases before & after photos + experience
- Shows video examples of Dr. Mueller explaining his full arch protocol and how/why he does what he does and why it is important to the patient
Google Ads Outcome
During the height of the pandemic, people were spending such significant time on social media, it was extremely important to be present in the market. We created several ads, both direct and retargeting to aggressively maintain our top of mind presence in front of the patients.
Social media Ad Example #1
- Designed as a second opinion campaign
- Direct response ad, drives traffic to dental implant evaluation
- Targeting patients that are far along in the buying cycle
- Free second opinion as Call To Action
Watch the Video
Social media Ad Example #2
- Targeting patients that have been told that they aren’t candidates
- Specifically aimed at those looking for zygomatic implants
- Created to not read like an ad, instead meant to be thoughtful and informative
- Free consultation as Call To Action
Watch the Video
Social Media Outcome
We concentrated on broadcast media, with a specific emphasis on local news, targeting the 50+ demographic. We incorporated a mixture of :30 second and :60 second spots, with both price focused and prestige focused campaigns. The shorter spots contained a stronger call to action through an emphasis on price. The longer spots utilized an emotional patient testimonial to focus on prestige and had no aggressive call to action other than to visit the website. This allowed Dr. Mueller to put himself in front of price shoppers while also maintaining his reputation for being the authority in his field.
Price Campaign
- :30 second spot
- Broadcast media with heavy focus on local news
- Targeted towards 50+ demographic
- Custom messaging to address concerns over COVID-19
- Free virtual consultation presented for those concerned about coming into the practice
Watch the Video
Prestige Campaign
- :60 second spot
- Broadcast media with heavy focus on local news
- Targeted towards 50+ demographic
- Emotional patient testimonial that establishes solid branding of the practice
- No direct or strong CTA other than to visit the website
Watch the Video
Television Outcome
| Tactics | Monthly Leads | Monthly Cost Per Lead |
|---|---|---|
| Website & SEO | 90 | $11 |
| PPC | 180 | $50 |
| Social Media | 50 | $70 |
| Television | 130 | $173 |
| Total: | 450 | $76 |
