Our main achievement is the brand positioning strategy and its implementation. We have developed the image component of premium dentistry, distinguished in the market of these services by premium not only in the price range but also in service and, very importantly, by a highly professional approach to treatment. This is truly the highest level - a Rolls-Royce in dentistry.
We developed the right Tone Of Voice, clear, concise, and recognizable. Based on the specifics of the subject matter, our copywriters have done a great job. We created a style that transforms complex medical concepts into an accessible and exciting format. We also worked on the creation of texts and articles for the site. TOV is very important to follow on all digital platforms, so the user does not have dissonance when moving from one resource to another.
The following credit goes to creating competent brand communication in social networks. Our strategy included getting to know the doctors and creating transparency in the treatment process. The price of services is relatively high, and it was necessary to inform the patient about everything he pays for high-quality materials, high-precision equipment, the highest professionalism of specialists, and quality service. Most importantly, we broke down this strong and thick barrier of the first touch of a client: earlier, people were just afraid to walk into this dentistry from the street, they had a feeling of high cost, but they had no confidence in the quality of services. We were able to show everything we needed to show through social media: potential clients could see what everything looked like inside, they could get to know the doctors through video content, and even get a glimpse into some of the treatment processes. It became easier for users to make the first step, make a phone call, and check prices. Moreover, speaking of efficiency, we used Instagram to create a funnel from which the dental center finally started getting conversions.
There were several successful collaborations, such as the live broadcast with blogger Galina Naumenko and Olga Vladimirovna Shumilkina, the CEO and a specialist in aesthetic dentistry. One of the main tasks in the project was to pump the services of pediatric dentistry, and after this broadcast, administrators of Silk Dental Center had to take on a shock wave of applications from viewers of this broadcast. Since many of Galina Naumenko's subscribers are mothers with children, the collaboration was very successful.
Due to the success of this collaboration, we decided to promote the offer of sedation treatment for children in targeting. Taking into account the NDA clause in the contract, we have the right to show only the data of the first test advertising campaign, but it will be enough to evaluate its effectiveness and the demand for this service among users:
Budget — $139,11
Views — 29 279 users
Leads — 35
The cost per lead is — $3,97
Also, a special place in our hearts is taken by Silk Dental Center's partnerships with other businesses whose customers are our target audience. One was the restaurant Kinoshniki, for which we designed envelope packs of branded toothpicks, which we placed natively in the bathrooms. Since the dentist's clients are a relatively small percentage of Kharkiv citizens, we had to work hard to find them among the city's institutions to agree on a partnership and do it as natively as possible. In the YOD sports club, for example, we placed information about dentistry on the lockers, and on the door to the children's room, we put a poster, which explained in clear language and game form about the methods of proper tooth brushing.
If we talked about print products in general, we had a hand in almost everything. Moreover, we started with a corporate brochure about the company's values: a kind of business card that new clients could take with them and read at any convenient time with detailed information that was so important to convey. Summing up, we can say that we have been working with this business for more than three years, during which we were not only able to bring all the digital channels to a whole new level but also instilled in the employees the correct philosophy of positioning themselves within this dental center. We helped the owners recruit, train, and develop specialists at the center so that regular and new clients feel they are in the right place and reliable hands.
Other cases
Barabashovo
Litе Dental Clinic
Pet Fashion
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