Dr. Tyler Coles
Greetings, I’m Dr. Ty, Michelle’s brother and the brains behind the marketing for her dental practice. Michelle’s health-based office is usually buzzing with patients of all kinds, but we hit a snag when the schedule for her restorative dental team started showing gaps.
We needed fresh faces with restorative needs to keep the team on their toes and maintain productivity. Michelle turned to me and tasked me with conjuring up some marketing magic via Facebook ads.
The challenge? To bring in new restorative patients, fill those schedule gaps, and all without burning through our marketing budget. I’ll show you how we did it…
Every successful marketing campaign begins with a clear objective. For us, it was straightforward – increase the number of new restorative patients…
…with a special focus on those interested in amalgam fillings removal.
My personal target? Efficiently schedule new patients through a Facebook and Instagram ads campaign, ideally acquiring them for less than $100 per person. This isn’t just about profit margins; it’s about ensuring that our marketing spend pays off significantly in the long run. It’s a strategic approach that sets the stage for success.
Before diving into a complete overhaul, my initial move was to assess the marketing assets already at our disposal that could seamlessly fit into this campaign.
First on the list was Michelle’s organic Facebook and Instagram content, including posts and reels—a treasure trove of engagement and consistently positive performance. It’s a reasonable assumption that those who interact with Michelle’s social media content align with our ideal demographic.
Take a peek at this Instagram reel as an example of content we’ve been sharing on our social channels:
Next in line was a gem from the archives—an article Michelle penned years ago on the perils of mercury. The content was gold; it just needed a touch-up to align with our goal of capturing new patient leads.
Feel free to explore the revamped article here, complete with the necessary optimizations:
Armed with these assets, our ad campaign kicked off on a solid footing.
Let me break down the nuts and bolts of the marketing funnel I designed:
Feel free to check out the targeted video ad here:
This audience, having already signaled their interest in health-based dentistry topics, was now primed to take the next leap. The optimized article encouraged them to schedule a new patient exam for an evaluation of their amalgam fillings. It’s the art of guiding interest into action.
Here is the blueprint of the funnel diagramed below:
With the funnel blueprint in place, a quick evaluation revealed we only had to craft one asset and fine-tune another.
These assets proved to be a breeze to create, and in no time, we had everything set to kick off our campaign.
Now, let’s talk results. This finely-tuned marketing funnel didn’t just deliver; it did so with impressive profitability. We successfully brought in new restorative patients for the practice at a cost ranging between $50 and $60 per lead.
The impact was swift and substantial – our restorative schedule, once marred by gaps, was promptly filled to capacity. The challenges we were grappling with were not only addressed but turned into a triumph.
The methodology behind this Facebook campaign was effective, and the beauty of it lies in its simplicity. Anyone can replicate a comparable campaign in their own market by effortlessly following these steps:
There’s no secret sauce here, just a straightforward guide to crafting a campaign that resonates with your audience. Follow these steps, and you’ll be on the path to attracting new patients in your market.
In the realm of health-based dentistry, finding a mentor to bridge the knowledge gaps in business, marketing, and operations can be quite a challenge. Dental schools often neglect these crucial subjects, and securing a coach or consultant with a focus on health-based dentistry seems like a quest in itself.
Enter Michelle’s solution: The Health-Based Dentistry Mini Residency.
This course is a game-changer, delivering a wealth of knowledge and strategic insights covering every facet of launching and managing a health-based dental practice. It goes beyond clinical procedures, offering guidance on…
…and practically everything else you’d need to know.
Michelle’s track record speaks for itself—she runs one of the busiest and most successful dental practices I’ve come across during my tenure as a marketing consultant for over hundreds of dental offices in the US and Canada.
Whether you’re just starting or aiming to propel your health-based practice to new heights, exploring the Health-Based Dentistry Mini Residency course is a wise investment for the growth and success of your practice. Check it out here