Hortman Carney Dental is always looking to accept new patients. However, with an outdated website and brand, and a lack of an audience on their social media platform of choice, they couldn’t communicate this information. If they did bring in more phone calls and appointments, they had no way to track that traffic or data.
The whole process started with a rebrand. Hortman Carney’s first task for Romega was to design a new logo. Next came a revamped website. Their previous site was built many years ago and did not tell the story Hortman Carney wanted to present: that they were accepting new patients and that they hold their friendly, knowledgeable staff to high standards.
Every page on the website displays contact information so visitors can easily find the practice’s phone number, address, email address and hours. A specific issue their staff faced daily were phone calls and emails about payment. Romega added an insurance and payment information page to Hortman Carney’s website and returned valuable time to employees.
Custom analytics tools were also implemented so Hortman Carney can track how many phone calls, emails and appointment requests originate from the website. In Google Ads, these are also called conversions. From January 2018 to September 2018, the practice’s average CVR (conversion rate) is 9.63% – a huge jump from the healthcare industry average of 2.51% according to Hubspot.
To keep that personal connection between generations of families and staff members, every picture on the homepage features staff. Furthermore, the practice uses a patient management portal that Romega customized with their colors and pictures to reinforce their new emphasis on branding.
Romega also developed a blog strategy for the dental practice. Working closely with the team at Hortman Carney, we created a voice so readers could feel that the information was coming straight from their dentists, personable and knowledgeable. This was something that could also easily be shared on social media, where they could best connect to their audience.
The key to Hortman Carney Dental’s marketing strategy was leveraging an audience on social media. For a dental practice such as theirs, the personal connection to their patients is incredibly important. People had been attending bi-annual dental appointments all their lives, so Facebook was the obvious choice.
In approximately a year, Romega Digital helped Hortman Carney Dental develop their dormant Facebook presence to reach as many as 4,000 people with one post. Their total page likes increased by 27% and it’s still climbing.
Romega started developing a monthly post plan for Drs. Carney and Hortman to approve. Throughout this time, the Romega team utilized giveaways and personal touches to build an audience. The newest marketing tool Romega developed for them is enabling customers to sign up for an appointment online and through Facebook. As of September 2018, approximately 24% of publicized empty appointments were filled thanks to this change, returning that revenue to the practice.
In June 2018, Romega coordinated the practice’s first ever Patient Appreciation Day at a local minor league baseball game. T-shirts and goody bags were given away to patients and non-patients alike. Overall, there were approximately 100 attendees who were patients.