Case Study: Medical

Business: Smiles Dental

Smiles Dental Clinics is a professional and comprehensive dental care company based in Brisbane, with a strong focus on quality healthcare and customer-friendly service that is uniform across all locations.

Initial Situation:

Smiles Dental Clinics (SDC) were leveraging various digital agencies, none of whom were offering comprehensive SEO. Agencies dismissed SDC’s organic rankings, thus leaving SDC ranking on page 1 for only 3 key phrases.
With their organic online presence being greatly out-shadowed by that of key Brisbane based competitors, SDC was recommended to pay high marketing costs to 3 separate agencies in order to acquire the volume of new patients required to sustain multiple locations. Subsequently, no individual entity was taking responsibility for declining numbers and poor lead value.

Strategy Overview:

Our primary focus was to increase patient numbers, with our secondary focus to bring traffic to the website. We began by creating a dynamic SEO campaign in conjunction with aggressively increasing the reach of the business through Google Maps/business listings focusing on relevant Brisbane regions. Using data acquired from previous Adwords campaigns, we were able to rapidly increase the effectiveness of the campaign. We did this by optimising and targeting key phrases that experienced the highest conversion rates through Adwords, along with our own strategies.

To maximise opportunities and create new leads immediately, we created and managed an internal Adwords campaign on behalf of the business, having the business pay Google directly to reduce unnecessary agency-related costs. The core of the strategy was (and remains) for Engage Online to take full responsibility for the majority of marketing efforts in order to drive a controlled result without burdening the operations of the business. We also conduct quarterly meetings with the teams, acting autonomously and providing clear reports to the director to maintain transparency.

Results

1st Quarter:

• Adwords costs reduced by 40% per month
• Organic website traffic increased by 51%
• Overseas traffic reduced to 9% of total traffic
• Ranking on page 1 of Google for 11 phrases, up from 3
• New patient numbers up by 21%, phone calls up by 37%

2nd Quarter:

• Adwords costs reduced by 61% per month
• Organic website traffic increased by 113%
• Overseas traffic reduced to 3% of total traffic
• Ranking on page 1 of Google for 26 phrases, up from 3
• Ranking 1st for 10 phrases
• Ranking top 3 for 19 phrases
• New patient numbers up by 34%, phone calls up by 51%

“The secret to our success is this… Matt and his team care for my clinics like they are their own. I enjoy having not only a strong marketing agency but also a very experienced business consultant on my team. Thank you.”


Dr Amol

Director, Smiles Dental

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