Case Study
Social Media Management and Targeted Advertising for "Your Dentist" Clinic
Client: "Your Dentist" Dental Clinic (based in Arkhangelsk)
Objective
Manage the clinic's social media presence and run targeted advertising campaigns within a limited budget of 41,000 RUB ($410) to drive leads, increase brand awareness, and attract new patients.
Approach
Audience Analysis and Segmentation: Identified key segments based on the clinic's services, including therapeutic dentistry, implantology, and prosthetics.
Content Strategy: Developed a content plan focusing on showcasing the clinic’s professionals, client testimonials, and expert advice to establish trust and highlight the clinic’s expertise.
Campaign Structure: Built a structured advertising campaign aimed at generating leads for specific services, increasing social media followers, and running awareness campaigns to improve brand visibility.
Business Page Setup: Redesigned the clinic’s business page (client had only a logo initially), ensuring a professional and cohesive online presence.
Photography: Organized a professional photoshoot for clinic staff and the clinic premises to enhance the visual content on social media.
Content Strategy: Developed a content plan focusing on showcasing the clinic’s professionals, client testimonials, and expert advice to establish trust and highlight the clinic’s expertise.
Campaign Structure: Built a structured advertising campaign aimed at generating leads for specific services, increasing social media followers, and running awareness campaigns to improve brand visibility.
Business Page Setup: Redesigned the clinic’s business page (client had only a logo initially), ensuring a professional and cohesive online presence.
Photography: Organized a professional photoshoot for clinic staff and the clinic premises to enhance the visual content on social media.
Execution
Content Creation: Regularly posted engaging content (copywriting and design) in line with the content plan.
Targeted Advertising: Set up and managed targeted advertising campaigns with the following goals: service-specific leads, growing the community of followers, and running awareness campaigns to boost brand recognition.
Website Development: Developed a website in compliance with legal requirements, including dedicated landing pages for advertising purposes.
Targeted Advertising: Set up and managed targeted advertising campaigns with the following goals: service-specific leads, growing the community of followers, and running awareness campaigns to boost brand recognition.
Website Development: Developed a website in compliance with legal requirements, including dedicated landing pages for advertising purposes.
Results
Follower Growth: At the start of the campaign, the clinic’s page had 253 followers. Over 12 months, the page gained 1,001 new followers, reaching a total of 1,254 followers.
Engagement Improvement: Increased post engagement by 35%. The average engagement rate (ER) increased from 0.3% to 1.98%, with peaks reaching 3.65-4.56%, indicating a marked improvement in audience engagement and interest.
Attracted a total of 334 leads over the course of the campaign, including 325 leads from social media (average of 27 leads per month) and an additional 9 leads specifically for implantology through a quiz on the website.
Training: Conducted training for the clinic’s administrator to manage social media in-house, optimizing costs and ensuring sustainability of efforts after the initial campaign.
Engagement Improvement: Increased post engagement by 35%. The average engagement rate (ER) increased from 0.3% to 1.98%, with peaks reaching 3.65-4.56%, indicating a marked improvement in audience engagement and interest.
Attracted a total of 334 leads over the course of the campaign, including 325 leads from social media (average of 27 leads per month) and an additional 9 leads specifically for implantology through a quiz on the website.
Training: Conducted training for the clinic’s administrator to manage social media in-house, optimizing costs and ensuring sustainability of efforts after the initial campaign.
Conclusion
Through targeted social media management and efficient ad campaigns, "Your Dentist" clinic successfully enhanced its online presence, generated consistent leads, and improved brand recognition within a limited budget. The training of internal staff further ensured the clinic could continue managing its social media effectively with reduced ongoing costs.
