Danish
Tandlægen.dk, a nationwide chain of 43 dental clinics, wanted to increase patient inflow in a market with intense competition for patient attention. We developed a locally rooted digital strategy that utilized geo-targeting to reach potential patients in the immediate area of each clinic. Through precise segmentation and tailored campaigns, we managed to triple the number of patient inquiries while reducing the cost per conversion.
Results
- Monthly conversions increased by 204%.
- Campaign impressions increased by 214%
- Number of clicks increased by 55%
- Cost per conversion reduced by 8.3%
Special conditions in the healthcare sector
The dental industry operates under special rules for patient communication and data security. This created unique challenges when it came to measuring campaign effectiveness and performance. To meet these conditions, we developed a customized approach, defining alternative KPIs and metrics that respected the regulatory framework but still provided valuable insights into campaign performance.
We set an ambitious goal to increase conversions by 25% within a year, but ended up delivering an increase of over 200%, far exceeding the initial target.
43 clinics – one unified strategy
The key element of our approach was to create a coherent digital strategy that also took into account each clinic’s local competitive situation. We implemented detailed geographical segmentation, with each campaign tailored to precisely cover each clinic’s catchment area.
For each clinic, we analyzed local search patterns and the competitive landscape, allowing us to optimally adjust budget allocation and keyword strategy. This ensured that the ads were shown to the right potential patients in the right area when they were actively searching for dental care.
From search to new patient
A carefully developed keyword strategy with effective use of match types optimized the relevance and impact of the campaigns. By combining search terms with precise location-based keywords, we ensured that tandlægen.dk was visible in the searches that had the greatest potential to generate new patients.
The methodical approach resulted in a significant improvement in quality score and thus lower cost per click and better ad positions.
Health and digital marketing in synergy
The collaboration with tandlægen.dk shows how a well thought-out digital strategy can create significant results even in industries with specific regulatory requirements. By focusing on local relevance and geographic precision, they not only succeeded in significantly increasing the number of patient enquiries, but also in reducing the cost per conversion.
The tripling of conversions we achieved has given tandlægen.dk a solid foundation for continued growth. At the same time, the project has established a model for how healthcare companies with multiple locations can effectively utilize digital marketing to strengthen their position, both locally and nationally.
