Multi-site Operations: Optimizing Local Marketing
Challenge:
Sage Dental’s network of 50+ practices was struggling with new patient acquisition. We identified 2 primary causes: 1. Rapid expansion had taken a toll on its brand reputation. 2. Over-reliance on traditional marketing channels meant wasteful (marketing) spending and ineffective targeting in their catchment areas.
Approach:
We embarked on a journey to amplify local awareness and fuel demand using advanced digital strategies – particularly leaning on SEO to maximize marketing efficiency. At the heart of our plan was a new website template, meticulously SEO-optimized for every Sage location. Combined with other SEO initiatives we were able to skyrocket rankings in Apple and Google maps. Within 6 months every location had gone from outside the first 10 listings to the #1, 2, or 3 position for pivotal terms like ‘dentist near me’. To fully leverage this increased awareness we implemented systems to generate positive reviews and build ratings. We then created content to support all major service lines and increased reach (at high efficiency) with SEM. We then incorporated the learnings into launch plans for de novo locations – enabling them to grow their base of patients significantly faster.
Impact:
Our digital revamp created a surge in inbound interest. So much so that their call center grappled with missed and dropped call rates surpassing 40% over several weeks as the new channels came on stream and many more new customers sought to schedule appointments. This was a ‘good problem’ – addressed by adding capacity.
