Medical Field: How We Achieved Long-Term Success for an Economical Orthodontic Center Using Social Media Ads

Medical Field: How We Achieved Long-Term Success for an Economical Orthodontic Center Using Social Media Ads

Using social media ads in the medical field, especially for economical clinics, poses significant challenges for marketers. One of the success stories we worked on was an orthodontic center that offered services at affordable prices. The primary challenge was convincing the client (the doctor) to invest consistently in advertising, as most doctors prefer seeing immediate returns and are not inclined to follow long-term strategies.

The Challenge

Doctors often hesitate to spend continuously on advertising unless they see instant financial returns. Concepts like brand awareness and long-term plans don’t resonate with them, as they focus more on immediate gains. Therefore, the challenge was to strike a balance between delivering quick results and sustained performance, while convincing the client of the importance of long-term investment.

The Strategy

Our work with this center began in 2017 and continued successfully until 2022. The advertising budget evolved from 1,500 EGP per month to 10,000 EGP, with a strong partnership over six years. So, what made this success possible?

1. Clear Communication and Transparency with the Client

Initially, it was essential to clarify the reality to the client. We emphasized the need for a clear action plan and that immediate magical results weren’t guaranteed. We started by creating the page and focused on publishing content alongside a few engagement and page-like ads. We used a minimal budget at first, gradually shifting focus to Return on Investment (ROI), with the goal of driving actual clients to the clinic.

2. Testing Messages and Visuals

We went through an extended testing phase for the marketing messages and visual content. We tested various offers and message formats that would attract clients until we identified the most effective combination: driving the highest number of inquiries at the lowest cost, thereby increasing the number of actual patients visiting the clinic.

3. Monitoring Frequency and Expanding the Audience

One of the key challenges we faced was that the service and location remained constant, which meant that the target audience didn’t change much. Therefore, it was crucial to continuously monitor ad frequency to avoid overwhelming the same audience with repeated ads. We developed solutions to expand the audience periodically without straying from the location or the persona that the client required.

Results

After establishing a clear plan and maintaining transparent communication with the client, we were able to gradually increase the budget based on the results achieved. Continuous performance monitoring and improvements based on data, along with consistent client interaction, were the keys to building trust and achieving long-term success.

Conclusion

This success was the result of an integrated strategy that involved clear communication, transparency, continuous testing of content, and smart audience expansion. This experience shows that combining immediate results with long-term investment can lead to sustainable outcomes, even in sectors that may initially seem challenging.

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"Success is not final; failure is not fatal: It is the courage to continue that counts." – Winston Churchill

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