Overview
Dr. Laura Milnor hired Ortho Sales Engine to rebuild her website and manage various marketing activities previously done in-house. The goal was to increase their patient load by 5 to 10 starts per month and focus on increasing the share of chair with Invisalign and custom braces.
“Ortho Sales Engine helped simplify my marketing efforts because I don't have to worry about anything. They just handle all of it.”
—Dr. Amy Smith, DDS
Increase in New Starts YOY
51%
Invisalign Share of Chair
66%
Engaged Leads in CRM
2,388
Starts in One Month
65
The Challenge
Grow the practice without increasing office hours or adding a new location or doctor. Increase private starts and the share of chair of Invisalign and custom braces. Don't require the staff to increase their time spent on marketing activity.
Time with family could not be sacrificed, and promotions could not cheapen the brand or get lost in the sea of sameness.
The Approach
A holistic approach affecting virtually all customer touchpoints and showcasing the culture of a fun, dynamic team, coupled with an aggressive outbound and inbound marketing strategy was used to increase leads, engagement and conversions.
Working with Dr. Milnor and her team has been so rewarding. We have loved getting to know them on a personal level and including this knowledge in their practice marketing.
—Mary Hall | Senior Content Strategist, OSE
The Solution
A new website with lighter colors, a more professional layout, and intuitive navigation was created for better conversion.
Highly competitive promotions were used to generate leads quickly and get the word out about the new brand, while never sounding "salesly," to ensure the marketing never violated the doctor's values.
Leads were fed into a sophisticated CRM and nurtured with automated communication and monthly emails. The team was trained to use the CRM to follow up with leads effectively and ensure maximum conversion to scheduled appointments.
Local dentist referrals were not overlooked—a concerted effort was made to keep the practice top of mind through various traditional marketing techniques.
The Results
These efforts resulted in an average 51% increase in new starts year over year. Share of chair for Invisalign treatment reached a high of 66% and consistently exceeds 50%, while custom braces averages over 20%. This single-office practice enjoys high levels of efficiency, allowing them to increase revenue without decreasing time away from their family.
