Today I am going to tell the story of one of our clients, that I hope will inspire you to take action too.
This dentist, who will remain anonymous, has increased their practice turnover by 85%, from £200,000 in 2016 to £370,000 in 2017.
This client has been working with us since late 2016. So, how did we help them achieve this growth?
Well, first of all, it is worth noting that this client is in a highly competitive part of the UK. This means that there are a lot of other people advertising in the same area. In other less competitive parts of the country, the results would have been even better.
The primary means by which we helped this client grow their practice was with Google Adwords. The system we used was multi-faceted, and is in fact the same system we use for all of our clients. The elements are as follows.
1. Adverts at the top of Google that appear when someone that lives in the targeted area searches on Google for one of the targeted keywords, i.e. "dentist near me", "dental implants cost", "invisalign", etc.
2. Custom-made landing pages that the patient sees after clicking on the Google ad. The landing page is a web page that is in the client's brand, and uses a proven high converting design. So that around 10% of the patients will either make a phone call to the practice, or complete the contact form.
3. An email follow-up series. The patient will immediately recieve an email with all the information that they need after they complete the contact form. Plus a series of further emails that explain the benefits of treatment.
4. Lastly there is remarketing. The remarketing campaign shows more adverts to the patients that visit the landing pages or the website. Most patients are on a 'journey' and do not make a decision on the first visit / click. They might have a look around. So by showing only these patients more adverts from your practice, they get more exposure to your brand, plus reminders about the treatment they are interested in.
In order to grow the practice turnover by £170,000 our client spent around £20,000 in advertising on Google Adwords.
As you can see from the screenshot above, the client has received 792 enquiries from the Google campaigns, including 258 phone calls.
Furthermore the client has recieved 11,584 visitors to their website and landing pages. Some of these patients will have contacted the practice directly too.
So by spending an average of around £1,700 per month generating highly targeted patient clicks, the client has brought in an extra £14k per month in revenue.
This client's average cost per enquiry is around £25.
This is slightly higher than our UK average cost per enquiry which is £22 currently. It is also worth pointing out that in some parts of the UK where competition is much lower, we are able to achieve average enquiry costs of just £4. Outside the UK it can be even lower, for example in South Africa we are generating Invisalign enquiries from Facebook for the equivalent of £1 each!
This client is running the following campaigns in Google Adwords:
Brand (patients searching for the practice name or dentist's name)
Dentist (patients searching for a dentist, i.e. "dentist near me")
Lastly, the most important factor in this client's success has been their consistency. The results were not achieved immediately, they grew over time. It is said in marketing that people need 7 separate points of contact, or touch points, before making a purchase. By sticking with the advertising campaigns this client was able to increasingly reap the benefits of the advertising over time.
If you want to do this for yourself you can download all the CAMPAIGN TEMPLATES AND STEP-BY-STEP INSTRUCTIONS from our Digital Marketing for Dentists membership portal, just CLICK HERE TO APPLY FOR ACCESS FOR ONLY £1.
So why should you listen to me? In 2010 I set-up Somnowell Dental Laboratory with my father-in-law Visiting Professor Simon Ash, a specialist Orthodontist. We drove patient demand for our dental device ourselves by advertising directly to patients with digital marketing.
After successfully cracking-the-code I set up a dental digital marketing service Somnowell Marketing Ltd, for dental practices that want new patients for their desired treatments. On average we generate new patient enquiries at £22 each for our clients. But new patient enquiries can be even cheaper than that in some areas, for one practice in 1 month we generated 46 new patient enquiries from Google for just £183 / $242 / €206.
We deliver incredible results using digital marketing to every single one of our clients, at the most affordable prices.
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