Distinct Dental Practices
Increase in New Patients
A Dynamic Solution
The team at Roger West wanted to create a simple way for DDPG to create and manage hundreds of landing pages with variable data. Even though all the practices offer dental services, they each have different brand names, logos, phone numbers, addresses, price points, etc.
In addition to creating all the campaign assets and managing paid spend, we developed an administrative interface which includes a:
- Location module – where all the essential information for each practice can be added, including the practice name, logo, address, phone number, location-specific disclaimers and latitude and longitude (for Google maps).
- Dentist module – where the dentist’s name, photo, and license number are included – and the dentist can be associated with a specific location.
- Campaign module – where we set up specific campaigns, which pull together many elements under a distinct campaign ID number (such as marketing channel, specific offer, location and landing page template). For example, a campaign could be composed of a Facebook ad that directs traffic to a landing page, which promotes a $50 discount for teeth whitening services at a specific location.
They joke around the office about how my super power is the ability to make phones ring off the hook, but Roger West is the real super hero in this story. I could not have launched close to 300 campaigns in such a short period of time without their innovation, creativity and diligence.”
Shanna Kurpe, Vice President of Marketing at DDPG
The landing page templates are pre-designed layouts that have static areas (such as a main image and promotional copy) and other areas that are dynamic (the discount of the offer, the location information, phone number and even associated testimonials).
“It helps me to think of it like variable data printing, but on a website. I actually only have one landing page per campaign, and the data changes based on campaign ID. This makes it much easier to manage and more cost effective to get new campaigns up and running for all of my offices,” said Shanna.
Optimize and Adjust
We partner with DDPG to closely monitor each campaign using a variety of tracking mechanisms, including unique campaign ID numbers, unique campaign phone numbers and hidden page referrer form fields. As a result, we can fine tune each campaign for maximum optimization.
For example, if the goal of a campaign is to bring 20 new patients to each location, once one location reaches that goal, their campaign can be stopped and the spend can be reallocated to the other locations that haven’t yet reached their goal.
“Daily and weekly monitoring is key to the success of these campaigns, and Roger West is able to respond to the analytics immediately so we get the most from our spend,” says Shanna.
Real-time adjustments through a quick interface assures that DDPG maintains a very low cost per click and cost per lead.
DDPG is currently running 295 active campaigns through this new system, and in only three months, new patient count has increased by an impressive 47%.
In fact, they’ve been so pleased with the results so far, they’ve increased their campaign budget by 25%.
“They joke around the office about how my super power is the ability to make phones ring off the hook, but Roger West is the real super hero in this story. I could not have launched close to 300 campaigns in such a short period of time without their innovation, creativity and diligence.”
We’re thrilled to see this campaign engine drive such powerful results for DDPG and see future applications for this tool, such as for other physician groups, chain restaurants, franchises and basically any organization that has multiple locations to market.
If you’re interested in learning more about our campaign engine and how it might help your business, let’s talk.
Dynamic Dental Partners Group (DDPG) is a dental service organization that was formed by dental industry veterans to partner with independent dentists. The Company provides clinical training, operational management support as well as centralized back-office services to a network of 30+ dental practices in Florida, Arizona and Virginia. DDPG strives to maximize the integration of patient relationships, dental technologies and modern business efficiencies in a family-oriented practice environment. For more information, please visit www.ddpgroups.com.