marketing digital marketing is Connecting with motivated buyers through social media marketing
By leveraging a ‘no-gap’ checkup and clean offer, Digital Valley Agency successfully brought in 95 new patients to a dental business within two months:
Business Overview and Objective This dental business, with multiple clinics, offers a wide range of services, from general dentistry to specialized procedures like smile makeovers and teeth whitening. Previously relying on Google AdWords, they wanted to see if they could attract new patients through Facebook and Instagram. The ‘no-gap’ checkup and clean offer was key to enticing potential patients, eliminating financial barriers and introducing them to the practice, aiming for long-term loyalty.
Solution We created two professional videos to promote the no-gap offer. The first video was light-hearted, simply presenting the offer, while the second video had a more serious tone, highlighting the importance of regular check-ups. Testing both videos helped us determine which resonated more with the audience, optimizing future retargeting efforts.
We targeted individuals living within a 7-minute drive of each clinic, emphasizing proximity and no out-of-pocket expenses in the ad copy and videos.
Ad Copy Example Initially, we used the Messenger objective to claim the offer, but gathering the necessary patient information proved difficult. We then switched to Lead Forms, pre-filling basic details from Facebook to simplify the process. Those who opened the form but didn’t complete it, or watched at least 50% of the video, were retargeted with additional ads.
The videos were filmed on-site with one of the head dentists, fostering trust and introducing potential patients to the practice. We tested three different ad angles to find the most effective approach and set up email notifications for new leads to ensure quick follow-up by the clinics.
Challenges Two of the clinics saw a strong start, producing a combined 16 leads in the first week, while the third clinic initially struggled due to high competition. We addressed this by segmenting ads by suburb, focusing the budget on high-performing areas. This adjustment significantly improved the third clinic’s lead generation.
As the campaign progressed, the cost per lead increased. To keep the ads fresh and engaging, we alternated between the two videos every 10 days .
Results & ROI After two months, the campaign delivered outstanding results:
Conclusion and Future Plans In just two months, our Facebook/Instagram campaign brought 95 new patient leads with a 15.5x ROAS. The localized targeting strategy and effective use of video content were crucial to this success. Despite initial challenges, we optimized our approach to focus on the best-performing areas.
The dental business was thrilled with the results, and we are now working on a new Invisalign campaign.
