Challenge:
Three well-respected and highly successful doctors in the dentistry field joined together to start a new company and build a state of the art dental implant center in San Diego, CA. Advanced Marketing Strategies was hired to create, develop and implement the brand for the new company and center.
Strategy:
Advanced Marketing Strategies conducted a three phase 3-D process, Discovery, Definition and Deployment. During the first phase, Discovery, customer surveys and benefit testing were conducted, along with internal executive interviews, competitive analysis, and a comprehensive competitive advertising and search engine optimization study. All the findings were intensely analyzed during the second phase – Definition, where AM Strategies defined the brand identity, name, logo, tagline and developed a marketing strategy for the grand opening and yearly plan. During the third and final phase, Deployment, AMS implemented a fully integrated advertising campaign, as well as setting up a call center and training staff. The new brand launch included a blitz of public relations, print ads, unique radio opportunities, online banner ads, pay per click advertising, search engine marketing, and the development of a brand new website.
Results:
The PermaDontics Center opened in October 2009, and received an overwhelming response. Hundreds of leads were generated and tracked each month and the results were logged according to advertising source. 34% of all incoming leads were turned into actual appointments. Over the next 8 months, The PermaDontics Center maintained an average closing ratio of 30% based on incoming leads from the website, radio, online ads and print ads.
