THE CHALLENGE
Day One was approached by a dentist who wanted to improve his rankings in search engines to get more patients. The dentist had been working with a Search Engine Optimization (SEO) agency for nine months, but they weren’t generating the results he wanted, so he was looking for a new marketing agency.
Located in a town of 15,000 people on the outskirts of a major US city, the 40-year-old dentist wanted to grow his five-year-old practice, and to do so, he needed to attract more of the right kind of patients. His goal was to bring in 30-40 new patients per month. More patients would allow him to bring on an associate so he could work less and be more selective about the patients he was treating personally. It would also enable him to have a better work-life balance and spend more time outdoors, hunting and fishing with his dogs in tow.
Growing the practice was challenging because he wasn’t a participating provider for any insurance provider. He needed to be proactive in his marketing to reach patients who would come to him on a fee-for-service basis and take advantage of his specialist offerings like dental implants and Invisalign.
When the dentist came to Day One, he was looking for a marketing agency that would deliver a greater online presence, but also that would regularly communicate with him and show him that the program was effective. He understood that to achieve higher search engine rankings, he would need a comprehensive marketing system with multiple components.
THE APPROACH
Day One put together an individualized, comprehensive digital marketing system. This system has evolved as the business has grown. It includes:
To ensure that the client understands what is working and what isn’t, Day One has created a reporting structure that gives the dentist the information he wants, while not burdening him with unnecessary detail. This is a combination of a monthly report, and frequent ad-hoc touchpoints to keep activity on track.