Objectives & Marketing Strategy

Create an engaging and distinct brand ID for Smiling Again to compete effectively against competitors and other implant dentists in the region. Once the new brand is launched, key objectives include generating sales leads and nurturing prospects in every stage of the sales funnel while optimizing the marketing campaigns for cost efficiency.

Overview:

The “Smiling Again” brand focuses on a dental implant procedure that allows patients to obtain either individual implants, or an entire set of implants within one day, or shortly after surgery. Patients can continue to build on the initial procedure or have their entire set of teeth replaced at once – depending on their individual needs.

Marketing Strategy:

Dental implants are generally not covered by insurance, requiring patients to pay out of pocket. Due to the high cost, risks and varying levels of expertise among providers, many patients use the internet to research and identify the doctor / surgeon they feel most comfortable with.

As a result, the marketing strategy should focus engaging prospects with a website optimized for desktop and mobile device while they are actively seeking information. Paid search engine marketing (Google Adwords) will allow Smiling Again to target prospects actively seeking dental implants and related services, while social media marketing will allow for a combination of branding and lead generation by demographically and geographically targeting those people living in the area most likely to need and be able to afford dental implants.

Once on the site, prospects can learn about the Smiling Again procedure, the doctor and his team, as well as schedule the initial consultation. The blog content will help establish the Doc as an expert in the field and a variety of landing pages will address prospects’ key questions.

Additionally, if budget allows, it will be helpful to run a branding campaign using TV or other mass media channels to ensure prospects are familiar with the Smiling Again name and brand, which will lift the effectiveness of the lead generation campaigns. PR highlighting the doctors philanthropic efforts, as well as the book he has published can also help raise awareness.

Green Dot recommends investing in video assets to help tell the story and convey the benefits of the procedure. Patients researching dental implants are hungry for information, and nothing is more compelling than video. We suggest sourcing patient testimonials as well as an in-depth interview with the doctor to help patients with their research. Additionally, shooting b-roll footage of the office, patient/doctor interactions, and specialized equipment that can be incorporated as design elements directly into the website will add a level of sophistication and reputability to the site.

The goal of the site is to generate sales leads via a phone call or website lead form to schedule an initial consultation. The doctor meets with all prospects personally and explains the entire process and provides price ranges for a variety of procedures. Patients then decide to either shop around or schedule their initial x-ray to help determine their individual needs and to obtain a quotation.

Green Dot suggests email marketing as the primary nurture channel to support the sales cycle by implementing an email drip campaign as soon as a prospect leaves the office after their initial consultation. A series of four (4) emails is sent with information about the benefits of implants, what to look for when selecting a provider and information about the types of treatment and financing options (or whatever else you feel is important). Additionally, we recommend sending one custom promotional email per month to prospects that have inquired, but never converted into a sale.

Green Dot will carefully track and analyze the results of each campaign, whether inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible.