Kristall

Medical centre / Dentistry

Dental services marketing case study

About us

Kristall is a multidisciplinary medical centre offering a range of healthcare services to Orenburg residents.

Project objectives:

The goal was to generate more dental service enquiries.

Tools:

competitor analysis and data collection
keyword research
VKontakte chatbot development
designing banners and ad creatives
creating and launching targeted VKontakte advertising
campaign optimisation and refinement

Targeted
VKontakte advertising
VK chatbot

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VKontakte community used for advertising and chatbot integration:

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What we delivered

VKontakte chatbot

SaleBot

We designed a bot flow for every dental service. The main lead magnet across services was a 20% discount. Users subscribed to the bot and left their phone number after the first message. Conversion to phone number submission was strong.

We also designed SaleBot landing-page banners for braces, general dentistry, implants, restorative treatments and teeth cleaning.

Targeted VKontakte advertising

By keyword

We collected keywords for every service and created separate campaigns. We developed engaging creatives and ads centred on customer concerns and the 20% discount.
We wrote scripts for video ads filmed by the dental practice's own staff to build trust, expand reach and improve conversion and brand awareness.

By interest

We targeted interests such as dentistry, beauty and health, and personal care, using the same creatives as the keyword campaigns. These ads performed very well.

We also tested lead-form advertising. Although it generated many leads, sales conversion was low because many submissions came from bots.

Keyword and interest-based advertising performed very well, generating low-cost leads and a 50% sales conversion rate. Only three service areas performed well: braces, cleaning and general dentistry. We focused subsequent advertising on these.

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