Targeted advertising for a dental clinic
Progress
Project
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Dentistry in the city of Lviv, Ukraine. A full range of dental services for both adults and children.
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Advertising purpose
"Messenger Correspondence" - Get leads using Facebook direct mail.
A person who is interested in your advertising offer clicks on the interaction button and gets into a live chat with your account.
In Facebook it is messenger.
Where the person is immediately sent a welcome message from your company and a clarifying question. This can be a clarification or an immediate bonus for the started correspondence.
Plus, you can lay out different options for questions and answers that the client can ask, for example:
Customer "What payment and shipping options do you have?"
Auto-reply "There is delivery through: Ukrposhta, Nova poshta... to send, please specify your phone number, IFO, city, post office number. There are the following payment options... etc."
You can set any auto answer to get an instant answer (not even a contact later)
Budget
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In the first month, $100 was spent for the test.
Then the advertising budget was $600 per month.
Advertising is done in the city of Lviv and the nearest solvent suburban villages.
The average price for an initiated conversation on Instagram or Facebook is $1.35
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Settings
Over 6 different audiences and 29 interests were used.
The time frame for the launch of the advertising company was 410 hours, during this time there were 15 creatives for 3 companies, a check for compliance with Facebook rules and a full launch of the company.
What were the objectives of the dentistry advertising campaign?
Our task was to develop a promotion strategy for a dental clinic that would allow:
increase the number of appointments;
attract new patients to the clinic;
increase trust in the brand as a modern medical institution;
reduce the cost of a lead through effective targeting.
Target audience: adult patients aged 20–55, parents with children, people interested in dental treatment, aesthetic dentistry, and prevention.
How we set up an advertising strategy for Dental Clinic
To achieve results, we used a comprehensive approach — from technical settings to creating creatives that inspire trust among patients.
Technical training and analytics
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Meta Pixel is connected to track records and applications.
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End-to-end analytics are set up to monitor campaign performance.
Creatives and advertising messages that work
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Banners and videos have been created that focus on dental health, painless treatment, and modern equipment.
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Offers used: "Dentist consultation - free", "20% discount on the first visit", "Implantation with a quality guarantee".
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The visuals were executed in a professional style, emphasizing the reliability of the clinic.
Audience segmentation and targeting settings
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Main target audience: men and women aged 20–55 within a radius of 10–15 km from the clinic.
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Additional segments: young families with children, people interested in aesthetic procedures.
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Look-alike audiences based on clinic clients were used.
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Retargeting has been launched for those who visited the site and left a request, but did not sign up.
Beauty salon advertising campaign results
200+ consultation requests within the first month.
The CTR of the best creatives is 4.8%.
The average cost of a lead is from $1.4.
More than 30% of patients have become regular clients of the clinic.
Increased brand awareness on social media by 60%.
Which tools gave the best results?
Video reviews of procedures in a "before and after" format.
Banners with an emphasis on promotional offers.
Retargeting for users who postponed registration.
Recommendations for further growth of Dental Clinic
To scale your results, we recommend:
launch Instagram Reels with patient testimonials;
test Google Ads for local promotion of the clinic;
add an online recording via a chatbot in Messenger or Telegram.
Conclusions
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The Beauty Salon case proved that well-designed targeted advertising can ensure a stable flow of customers, increase brand awareness, and form a base of regular visitors.
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Thanks to the work of the "Necessary People" team, the beauty salon received measurable results - more applications, new clients, and increased profits.
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
Targeted advertising of a dental clinic
Targeted advertising of a dental clinic turns social media pages from a “gallery of beautiful smiles” into a clear and stable channel of records. Potential patients search for a dentist on the Internet, look at before and after photos, read reviews, ask questions in Direct and messengers. If the clinic relies only on organic reach, most of the new applications are taken by competitors who work more actively with advertising. In this case, the targeted advertising of a dental clinic was focused on two main tasks: attracting new patients within the radius of the clinic’s location and evenly filling the doctors’ schedule, especially on weekdays and “quiet” hours. Campaigns on Instagram and Facebook were built so that a person would see not the abstract “we treat teeth”, but a specific solution to their problem: pain, caries, chipping, the need for hygiene or aesthetic restoration of a smile.
Features of the dental market and starting conditions for promotion
Dentistry is a niche with a high level of trust and strong competition. A patient rarely changes a doctor, but at the first negative experience, they start looking for a new clinic, focusing on reviews and recommendations. At the start of the project, the clinic already had a website, a database of regular patients, and profiles on social networks with examples of work and reviews. However, new applications came unevenly, and organic reach gradually fell. Previous attempts to launch targeted advertising for a dental clinic were episodic, mainly for promotions on professional hygiene or whitening, without clear segmentation by services and audiences. There was a lack of systematicity: it was difficult to calculate the real cost of one new patient, understand which services bring the most profit, and which creatives work best. This became the starting point for building a thoughtful advertising strategy.
The challenges of targeted advertising for dentistry and online patient behavior
Promoting dentistry through targeting has a number of specific challenges. The patient is not always ready to make an appointment right away: he may see the ad several times, go to the page, save the profile, but postpone the call until the pain intensifies or a free budget appears. People are often afraid of pain, do not trust anesthesia, worry about the sterility and experience of the doctor. If the targeted advertising of a dental clinic is limited to the phrase "we treat qualitatively and inexpensively", it will be lost among other ads. An additional challenge is cutting off the audience that is only looking for the lowest price and does not appreciate the service, often skipping the appointment. Therefore, the targeting strategy took into account the local radius around the clinic, the portrait of the "ideal patient" and the allocation of key areas: therapy, professional hygiene, aesthetics, prosthetics and implantation.
Targeted advertising strategy for a dental clinic in social networks
The strategy focused on dividing campaigns by services and patient readiness stages. For a “cold” audience, ads were launched with an emphasis on basic needs: getting rid of pain, curing caries, getting a professional cleaning, and stopping being shy about smiling. For a “warm” audience that had already visited the site, viewed cases, or interacted with content, the dental clinic’s targeted advertising showed specific offers: comprehensive hygiene at a reduced price, pain-free treatment, consultation with a treatment plan, and aesthetic restorations. The geotargeting was limited to a real radius from which it was convenient to get to the clinic. Some campaigns were optimized for Direct messages and messengers, while others were optimized for transitions to the online appointment form. Remarketing “warmed up” those who had already viewed the services but had not submitted an application.
Creatives, before and after photos, and the language of trust in dentistry advertising
The result was largely ensured by creatives. The ads showed not only close-ups of teeth, but also live people and the atmosphere of the clinic: smiling doctors, a cozy reception, modern offices. The “before and after” format with real cases (with the consent of patients) demonstrated the quality of work better than any text. The dental clinic’s targeted advertising emphasized safety and comfort: sterility, modern equipment, gentle techniques, detailed explanation of each stage of treatment. Instead of aggressive “discounts on everything,” understandable offers were used: comprehensive hygiene as a start, pain-free treatment, aesthetic solutions for those who are shy about smiling. Each ad had a simple next step: write in Direct, leave a phone number or make an appointment online for a convenient time.
Targeting results and growth prospects of the dental clinic
After several waves of tests and optimization, the dental clinic's targeted advertising reached the predicted cost of the application and a stable flow of applications from social networks. The doctors' schedule became more even: weekdays and daytime hours were filled, the number of "failures" in the record decreased. The share of patients who come not only for a single treatment, but also for a complex treatment increased: hygiene plus therapy, aesthetic restorations, consultation on implantation with a subsequent treatment plan. Analytics showed which services and creatives give the best payback, which allowed focusing the budget on the most profitable areas. Social networks ceased to be just a showcase of beautiful smiles and turned into a full-fledged marketing channel. The next steps are scaling successful connections, launching a separate funnel for pediatric dentistry, and more actively promoting preventive visits.