An award-winning local dental practice underwent a rebrand which involved a new website, growth in staff, and physical location expansion. Post rebrand, the client’s primary goal was to utilize their newly available appointment capacity. To achieve this, we needed to generate an increased number of local new patient appointment requests while preventing brand confusion.
Increase Local New Patient Numbers
The client needed to increase their new patient numbers to fill the newly available capacity. They increased budget by 63% to help with this initiative. To measure progress towards this goal, we switched our call tracking provider to CallRail. The user-friendly interface allowed the client to listen to phone calls, determine which leads were new patient appointments and ‘tag’ them accordingly with the intuitive tagging feature.
Maintain Account Efficiency After Increased Investment
To grow leads while maintaining efficiency, we leveraged our granular call tracking data to make smarter bidding and budgeting decisions. CallRail allowed us to see which keywords, ad copy, ad groups, and campaigns drove phone call leads so that we could optimize the account accordingly.
Retain Existing Patients by Preventing Brand Confusion
To prevent brand confusion after the rebrand, we launched a new ad group to bid on the new practice name with ad copy that alluded to the previous name. We also continued to bid on the previous brand name to prevent a loss of customers who may be unaware of the rebrand. We updated the copy in this ad group to further communicate the practice’s new name.