The Stanley Dentistry Story:
Online Marketing Success
Stanley Dentistry is a comprehensive dental practice based in Cary, North Carolina, and offers services from all nine dental disciplines, making them unique in the dental industry. In order to gain advantage in a very competitive market, Stanley Dentistry engaged us to create and execute their online marketing strategy. Want to know how we did? Keep reading!
2011 was a very hard year for dentistry as most dentists were reporting an annual revenue loss of 3 percent. Stanley Dentistry needed a new website that focused on increasing conversions by a large percent.
Stanley Dentistry came to Coalmarch wanting something that many of our clients desire - more time to spend doing what they love. Drs. Robert and Bobbi Stanley enjoy practicing dentistry but don’t have the time to devote to their website or marketing strategy.
While the practice required a broad range of marketing services including brand development, brochures, and posters and website design we knew we wanted to focus on an aggressive inbound marketing campaign, with an emphasis on online marketing.
We began by working with Stanley Dentistry to determine the lifetime value of a patient. We used this data to set our inbound marketing goals and to determine the return on marketing dollars spent. With the goals clearly defined using Google Analytics, to align the website and practice goals.
We also identified the profit centers of the practice, and then ensured that those corresponding services had priority on the website. We associated contact form submissions with services and tracked more detailed data that showed what services were being requested by new patients. This data has driven the ongoing marketing efforts and provided valuable insight to guide future initiatives.
Online Marketing Engagement
Coalmarch designed the brand, user experience, and information architecture for their new Drupal website, providing a total web solution. The new site includes a Dental Solutions Tool that we developed that pairs oral indications with dental services. The strategy behind the tool was that while potential patients would know what issue they were experiencing, they wouldn’t necessarily know what specific dental service would address or solve their problem.
The new website was developed with a focus on search engine optimization, including pages for all of their offerings and each dental disciplines. Stanley Dentistry receives an outstanding number of contact form submissions every week and the website continually brings new patients in the door.
Despite less than ideal market conditions, Stanley Dentistry's revenue increased by 24 percent as a result of a complete marketing campaign involving web, SEO, direct mail, and targeted patient campaigns. Post launch contact form submissions increased by 67 percent and the practice reported an increase of 481 percent in Invisalign sales.