Project customer:

The Basal Implantation Institute offers a unique implantation method. The dental clinic installs permanent teeth without the need for bone augmentation and bridges, allowing you to start smiling in just 5-14 days. 

Project objectives: How to Promote Implants

• Increase traffic to the site.
• Increase the number of applications.
• Reduce the cost per lead.

Progress of work  How to Promote Implants

Effective digital marketing helps clinics not only attract new patients, but also reduce advertising costs. How to achieve this? We will discuss this in detail on April 2 at the Demis PRO: Digital MED conference . Speakers include Callibri experts, MTS Marketer, MedBoost, clinic owners and digital specialists. If you want to get the most out of it, register. In the meantime, we will share key promotion strategies.

 

It’s worth starting with the difficulties that the medical business faces. The market capacity is limited, competition is high, and conversion does not always exceed 1%. Advertising campaigns with discounts no longer work. Everything is important: from the convenience of the site to the authority of medical specialists. The brand must be recognizable and trustworthy. We will talk about working with a cold  How to Promote Implantsaudience in the format of contextual and media advertising. How to break through the traffic ceiling, what to do if bots harm your performance, which creatives work better? You will find the answers to these questions below. 

You can’t help but try the classics

Initially, we launched traditional methods –

text and graphic advertising campaigns on “Poisk” and in the advertising network. We looked at how different creative options worked and tested the audiences.

We got leads. But we realized that we had hit the traffic ceiling again. Because we were limited by geolocation – Moscow, there were many competitors on the market, and users did not know enough about the basal implantation method and did not understand all its advantages. There were almost no branded queries, and creatives were lost among the flow of others. The strategy required a change. 

We started with a deep analysis and found growth points 

We studied the product, target audience, competitors, pitcairn island business email list completed CJM and identified what could be pushing away potential customers:

• the cost of services is above the market;
• paid consultation;
• inconvenient website, difficult to find information;
• promotion methods in the industry are limited, strict moderation rules;
• a large amount of fraud;
• The target audience does not have a deep understanding of the implantation processes and methods, so the decision-making process drags on for a long time. 

So we understood what areas we could optimize and developed a new strategy.

Put user needs at the center of communications 

If you are shown 2 identical plates, but one costs 2 times less, you will probably choose the one that costs less. After all, why pay more? This is true when people see dental post duplicate content implantation ads. Therefore, the main task was to reveal the value of the product and its fundamental difference from competitors. When we see the benefits and advantages, we are ready to pay a little more, but get the best option.

Used a 360 approach 

We increased reach and conversion by using:

• all possible advertising formats (texts, static creatives, videos);
• offers that meet customer pain points;
• contextual targeting to reach different audience segments based on interests, device types, ad placement locations, and budgets;
• retargeting that reminded about the clinic. 

 

We worked on the convenience of the site 

According to Alexandra Vishtak, Senior Manager for hong kong phone number Contextual Advertising at Demis Group, a detailed analysis of the site using a webvisor and reporting systems indicated problem areas:

• navigation was difficult;
• There was a lot of information, but it was not structured. 

All this directly affected the conversion, reducing the likelihood of leaving applications. It was decided to make a landing page – an easy-to-perceive landing page.