New Dental Practice Office Chain Finds the Ideal Marketing Spend
Challenge / Opportunity
Current spend not meeting new patient acquisition targets
Inability to measure the cost per new patient per channel
Marketing budgets were not being planned and updated in context of enterprise financial results
Multiple ad agency assignments resulted in inefficient budget allocations
Cutting paid search spend in the touchpoints allowed competition to harvest new patients searching for a dentist
Approach / Solution
Analyzed competitor strategy and tactics in each of the 14 office locations zip codes
Using existing data created a marginal cost per new patient acquisition table for adjusting spend
Helped arrive at the optimal target allowable Cost Per New Patient budget metric
Recommended the data/analytics solution to connect cost per lead to cost per new patient supporting optimized budget allocations
Immediately adjusted the Paid Per Click paid search spend to counter competition (the quick fix)
Balanced spend to include patient retention which was more efficient than marginal new patient acquisition spends
Adjusted balance by moving some spend from general media spend to digital spend – which quickly increased production
Reinforced management belief that the main digital agency was underperforming, and assisted move to a better partner
Helped the CMO establish weekly budget meetings with the C Suite to adjust and manage to Ideal Spend
Results
New Patient Acquisition increased 7% in the next quarter…..
Without any increase in the marketing budget
Replaced underperforming ad agency with an Ideal Spend focused agency
Changed budgeting process to align Ideal Spend with overall enterprise results
Helped the C Suite understand that marketing was not a cost center, but the heart of revenue growth
Contact us.
Please provide some information on your project or goals and we’ll move the conversation on from there.
34 Pleasant Court
Brewster, MA 02631