<aside> 💡 Our Role: Led OrthoLike's marketing in a competitive Moscow market.

</aside>

Untitled

My strategy helped OrthoLike attract 1,800 deals & $70K

Project Task/Challenge

1. Background: OrthoLike faced stiff competition in Moscow's crowded orthodontic market. Despite previous marketing efforts that tripled lead costs without satisfactory ROI, the clinic sought to increase lead volume and discover more effective marketing strategies.

2. Objective: To optimize lead generation for OrthoLike by implementing a targeted approach that would result in more qualified leads at a sustainable cost.

3. Challenges: 3.1. High Competition: The clinic needed to distinguish itself from numerous competitors. 3.2. Previous Marketing Inefficiency: Needed to improve upon the initial contractor’s strategy that heavily relied on branded queries.

Untitled

Created targeted landing pages for different braces

Untitled

Tested various products, including aligners and children's segment

Project Solution

4. Strategies Implemented: 4.1. Competitor and Audience Analysis: Identified that while competitors offered similar services, OrthoLike had a unique proposition with its IT system for investment analysis in orthodontics. 4.2. Segmented Marketing Strategy: Developed a segmented approach by creating specific landing pages for different types of orthodontic braces and targeted demographics. 4.3. Traffic Source Optimization: Focused on Yandex Direct while phasing out less effective channels like VKontakte.

Untitled

Regularly optimized ad creatives and targeting

Untitled

Doubled lead volume, attracting 1,800 deals and $70K

Project Solution:

  1. Highly Targeted Landing Pages: Implemented over 20 variations, refining to maintain only high-conversion pages, achieving 4-10% landing page conversion rates.
  2. Dynamic Call Tracking: Integrated to account for phone inquiries, which were prevalent among dental service clients, ensuring accurate conversion tracking.
  3. Regular Hypothesis Testing: Conducted frequent reviews and optimizations of ad creatives and audience targeting to enhance ad conversions.