Breakfast With 9 Figure DSO Founder

How he made paid ads work with a hyperlocal strategy for each clinic

Felix Lacroix
April 15, 2024

Welcome to the Dental Marketing Newsletter. This is Felix from ClinicBoost.

Before you read, make sur to grab your free dental ads templates. Reply “Dental Templates” to this email and we will deliver them straight to your inbox.

In this week’s newsletter:

What a 9 figure DSO founder told me about growing your dental clinic
How to make paid ads work (for you)
The difference between a 20% close rate and 80% close rate

And much, much more..

Dental Marketing Strategy Idea of the Week

The one thing all offers are trying to achieve is the same: Getting Patients in Your Practice.

What if we focused on getting patients in and presented the right treatment for them once they are in the chair instead of pushing for specific treatments?

Try advertising for a Free Smile Assessment Session and see what kind of results that gets you.

When they come in, have the right process to present 3 packages from quick cosmetic work to a complete smile makeover.

This will get patient in the door, give them an illusion of choice and make them feel understood and taken care of. Bingo.

How a 9 Figure DSO Founder Grew His Clinics

Today I spoke with the founder of one of the largest DSO. We were having breakfast in a classic breakfast spot in my city (which has terrible food, but great place to meet over breakfast).

Were talking dental marketing and how to really make marketing work for any practice. One of the main things that we kept coming back to, is the individuality of each location. Now I don’t me each practice, because there are a lot of things that can and should be standardized when you are running 30+ locations. But the same things that should be standardized for multiple locations, also need to be applied to individual clinics.

The first location of this DSO was in a not so fancy part of the suburbs. To this day, this location is still part of the network and funny enough, the banner is what made me reach out to him for this breakfast conversation.

The thing with dental practices is that everyone needs a dentist. It does not matter where your practice is located, you will get customers. Now the demographic and type of customers will definitely vary depending on your location, but your will get customers.

When I look at single clinics, very often I will see a rather small sign and some kind of branding to give a hint that there is a dentist inside the building. But according to my friend here, you need to make everyone know that there is a GREAT dentist inside the building.

If you have a small sign, put a big sign. If you have a big sign, put up a bigger sign. You cannot put a sign outside your office? Get giant decals and plaster up your windows with your brand.

I kid you not, you can turn around a location with a banner outside the building. Make it impossible to go unnoticed in your neighbourghood and people will simply walk in.

Yes, it has to be big and yes, it needs good branding. And finding your brand identity does not have to be hard. If you don’t know where to start, reach our to me and I will point you in the right direction.

Local Advertising

Then you want to get that brand in front of your local residents more than just once or twice a day during their daily commute or dog walk.

This is when advertising comes in. Having worked with every single type of digital media available, I can tell you that they all work, but differently. Some will blast your message so loudly that everyone will know about you (like billboards) but it will be very difficult to attribute a new patient to that campaign. Sometimes patients will mention the billboard, and most often, you will just assume that all new patients you get during the period where your billboard is up is because of that billboard, but that is most often wrong. New patients come in cycles, maybe your billboard helped, but maybe not. And there is no perfect way of knowing.

By the way, did you know you can put up your ad on a digital billboard in your city for less than $100? This is possible thanks to programmatic digital out of home advertising (pDOOH). Yes, it’s a mouthful and acronym isn’t great. But talk to any large media buyer about pDOOH and they will jump out of their seat with excitement.

Where hyper local advertising comes into play is if you want to precisely measure your return on investment for your marketing.

Process is simple, you put an ad on someone’s phone, they click, send their info, you track it and they come in.

Set-Up Your Campaign in 20 Minutes

You probably have a facebook page for your dental practice, if you don’t create one. It takes 1 minute.

Then you want to create a business manager. Inside that business manager, create an ad account. Link that ad account to your facebook page.

Now you are ready to create your ad.

Create a lead campaign. Take a nice picture of yourself, upload it for the ad creative. Write a headline, write a text with your offer (free consult). Boom. Publish.

This will get people to call you very fast.

Poll

How I Can Help

I will be posting free video trainings on my YouTube channel (link)
Getting new dental patients can be tough. Clinics make up to 40x their marketing spend with us. Interested in similar growth? Apply here (link)