Case study: dentist advertising MTO SmileCare for brand and lead generation
Advertising for a dentist is a challenge on several levels: it means speaking to potential patients and engaging new and existing users in a sensitive form of communication. In this article we explain what we did for our client MTO SmileCare and how we managed to take an approach that was professional yet also engaging.
The world of advertising has undergone a remarkable change with the advent of digital. Among the sectors that have benefited from it is dentistry. An example of this evolution is the case of the Rome-based dental practice MTO SmileCare, which took advantage of the opportunities offered by online advertising to improve its visibility and attract new patients.
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Dentist advertising: an innovative approach
Advertising for dental practices represents a unique challenge. Not only must it comply with the guidelines for advertising in the medical field, but it must also address the delicate issue of fear of the dentist, which is very widespread among the population. In supporting MTO SmileCare, we overcame these challenges with an innovative approach.
Attracting and reassuring patients with the right advertising for a dental practice
Attracting new patients is not enough, you also have to reassure them. For MTO SmileCare, we used a combination of eye-catching advertisements and informative content to ease the concerns of potential patients. Working alongside the dental practice’s medical staff, we thus conveyed an image of professionalism, care and attention to the patient’s needs.
Using dentist advertising to build brand awareness
Another key aspect was working on brand awareness. For MTO SmileCare, we worked to make the practice’s name and brand identity known, spelling out its values and methodology, allowing it to stand out from the competition and to establish a bond of trust with patients.
Making the most of advertising channels
For MTO SmileCare, we made the most of the advertising channels offered by Google and Meta (Facebook and Instagram). Each of these channels has its own peculiarities and requires a specific approach to achieve the best results. Let’s take a look at how we used them.
Facebook Ads for advertising a dentist
Facebook offers excellent, exceptional opportunities for advertising aimed at interaction, but also for generating leads. The ads we created and optimised for MTO SmileCare on Facebook were designed to capture users’ attention and invite them to interact to find out more, even at times when users were not looking for a dentist. In particular, we used these channels to best illustrate the methods and treatments of the dental practice, sponsoring social posts or running targeted advertising during holiday periods when the practice still offers its services.
The power of search advertising and remarketing
Google, on the other hand, is the ideal place for search advertising. Carefully selected keywords and well-structured ads allowed MTO SmileCare to appear high in the search results for the most relevant terms thanks to the advertisements. We then used remarketing as an integrative strategy within the marketing funnel to re-present the practice to those who had already shown interest. In this way we helped bring leads of new clients to the practice.
The strategic use of data
One of the most fascinating aspects of online advertising is the opportunity to leverage data to optimise advertising campaigns. For MTO SmileCare, we strategically used the data offered by Analytics to improve the return on investment.
Audience segmentation suited to a dental practice
Thanks to Analytics, we were able to precisely segment the ideal audience for MTO SmileCare, in order to direct the advertising campaigns towards the users most likely to become patients of the practice. This is not a straightforward practice, because MTO SmileCare deals with the dental health of children, the elderly and, as always in the medical sector, of people who may have various types of conditions. Therefore the segmentation criterion can be restricted by sensitive data.
Continuous monitoring and optimisation of dentist advertising
Data also offers the opportunity to monitor the performance of advertising campaigns and make changes in real time. Using it in this way allowed us to constantly optimise the marketing and advertising strategies, with more than satisfactory results.
Our advice? Choosing a good consultant for a dentist’s advertising
Creating an effective advertising campaign requires specific skills and extensive knowledge of the sector. That is why it is essential to choose a good advertising consultant.
Having the training and knowledge needed to become a trusted partner able to understand the practice’s needs and propose effective, personalised strategies is the starting point for a winning collaboration.
Skills and professionalism
The ideal consultant for a dental practice’s advertising must have, in addition of course to a solid background in digital marketing, also good knowledge of the dental sector. Naturally this should apply to every sector, especially the medical one. However, since specialisations are clearly separate, the approach we followed is one of continuous support to the client in order to grasp the peculiarities of the work in the dental practice. In this way, we were able to build communication that is competent from every point of view.
A trusted partner
But expertise alone is not enough. The consultant must also be a trusted partner, able to understand the practice’s needs and propose effective, personalised strategies. In this sense, having a company with several specialisations across online communication disciplines is a huge advantage, compared with the individual professional who, unfortunately, cannot on their own cover the full 360-degree range of all online marketing sectors.
The results achieved with advertising for the MTO SmileCare dental practice
Thanks to the innovative approach and the strategic use of data, we achieved excellent results in terms of visibility, lead generation, contacts and interaction. But above all, we improved the perception of the MTO SmileCare brand, cementing the trust of long-standing patients and winning over that of new ones.
Online advertising strategies enabled MTO SmileCare to make direct contact with potential patients, creating meaningful interaction and building long-term relationships.
Our expertise at your service
We firmly believe in the power of online advertising and in its fundamental role in the success of a dental practice. We have worked with dental practices and other medical practices in the past as well, but we are particularly proud to have contributed to the success of MTO SmileCare. This case shows that online advertising is an engine of growth even for a sensitive sector such as dentistry.
We always make our marketing expertise and our field experience available to clients to help them reach and exceed their business goals: now we have added a further piece of experience to offer. Ask our team of experts for an advertising consultation for a personalised, high-quality service: the digital era offers immense opportunities for those ready to seize them.
If you are interested in other case studies, read also:
Medici Senza Frontiere case study
Related service: discover Advertising by ARvis — the agency that scales with you.
