Group of dental and medical clinics | Marketing Strategy

Company

A Swiss dental and medical clinic group *

Main goal

To increase both physical and online visibility, rebuild trust and acquire new patients for one of the group’s clinic

Secondary objectives

Make the clinic visible
Promote its service quality
Restore its image and reputation
Restore trust among current patients
Develop engagement with the local community
Attract new patients

Work

1. Analysis of the current situation

2. Strategic propositions

- Physical visibility
- On-site experience
- Traditional marketing
  - Flyers
  - Merchandising
- Digital marketing
  - Optimisation of online directories
  - Website optimisation
  - Search engine acquisition
  - E-mailing campaign
  - Social media
    - Organic
    - Paid
- Public relations

3. Detailed planning, KPIs & estimated budget

* Client anonymised to preserve confidentiality.

We sincerely thank you for the presentation you conducted […] and for the very enriching exchanges we shared […]. Your approach and expertise truly impressed us.

Felicia S. - (Translated from French)

Deliverables overview

Analysis

To develop a tailored strategy for the clinic, I first conducted a thorough analysis of the market, competitors and the clinic’s internal strengths and weaknesses (SWOT). This approach allowed me to understand key factors influencing the clinic’s success, such as demographic composition, client needs, and local competition, as well as potential constraints.

Findings overview

While the clinic has successfully established a patient base among the elderly and migrant populations, there is a clear opportunity to attract younger patients, particularly those aged 0–19 and young professionals in the 20–35 range. The clinic’s wide range of services, including orthodontics, pediatric dentistry, and teeth whitening, provides a strong foundation to appeal to these demographics.

Moreover, with a significant portion of the patient base and local population being from foreign backgrounds, it’s essential for the clinic to adapt its communications and services to meet the diverse cultural and linguistic needs of this group. Offering multilingual support and culturally sensitive care can help strengthen the clinic’s appeal and foster trust among immigrant populations.

The analysis also revealed that the clinic is well-positioned compared to competitors in terms of unique selling points (USPs) such as treatment for temporomandibular joint (ATM) disorders and emergency services, which are not as widely offered by other clinics in the area. However, some competitors have a stronger presence online with better-claimed SEO rankings and higher engagement on social media platforms like Instagram and Facebook. Additionally, some competitors offer a wider variety of touchpoints, including online appointment booking, which the clinic could improve upon. Despite these gaps, the clinic is present on Google Maps and has a notable reach on platforms like LinkedIn and YouTube, providing opportunities to enhance its digital visibility and attract a more diverse clientele.

By leveraging targeted marketing strategies, such as engaging social media content, digital advertising, and community-focused events, the clinic can position itself as a go-to provider for comprehensive, family-oriented dental care. With the right approach, the clinic can not only expand its reach but also build long-term loyalty within this younger demographic.

Strategic propositions

Physical visibility

Before

Road signalisation

- Misleading sign mentioning a former medical clinic, instead of a dental one
- Signaliastion doesn’t state the name of the clinic

Clinic’s window

- Lack of use of the window space
- Poor visibility by night and from afar
- No clear visual indication of a dental clinic

Proposition

Road signalisation

- Update the sign to include the accurate service offered
- Add the clinic’s name for better visibility and brand recognition

Clinic’s window

- Incorporate the clinic’s logo, name, unique selling proposition (USP), and a tooth pictogram on the lambrequin for clear branding
- Utilise window space to highlight key services, ensuring they are visible to passersby
- Add a tooth pictogram as a clear visual cue to indicate a dental clinic
- Include a QR code to encourage appointment bookings with easy access to the booking platform
- Add a small map to the window to guide people to the entrance located on the opposite side of the building
- Install lighting to enhance visibility and attract attention, especially at night

These updates will improve both the clinic’s exterior visibility and the ease with which potential clients can engage with the clinic.

On-site experience

Before

- Not very welcoming
- Not child-friendly
- Does not reflect the clinic’s image of excellence
- Does not offer a more memorable first impression than elsewhere

Proposition

The goal is to enhance the space by reusing existing furniture (chairs, tables, kids’ table and chairs) while reorganising it to create a more pleasant atmosphere. To achieve this, I have suggested the following improvements:

- Adding a carpet, lamp, plants, and framed artwork to decorate the room
- Placing magazines and books on the table for added entertainment
- Relocating the flyers and leaflet display unit near the coffee and tea station for convenience
- Updating the children’s corner with wallpaper, books, and dental-themed toys to make it more engaging
- Playing relaxing background music to create a calm, welcoming environment

These changes will help elevate the overall ambiance, making it both functional and inviting for all visitors.

Traditional marketing

Use of flyers

Flyer-Service at LaPoste

- Distribution in private mailboxes around the city (~2,400 flyers)

Poster display at the local post office

- Displaying flyers at the local post office for 1 month (maximum) during the back-to-school period

Partnerships with local doctors

- Displaying flyers or brochures at local doctors’ and pediatricians’ offices in exchange for visibility in the clinic’s waiting room

Using flyers is an effective strategy to boost visibility, retain current patients, and attract new ones, particularly within the local community. By distributing them in private mailboxes, placing them at key locations such as the local post office, and partnering with local doctors and pediatricians, the clinic can reach a broader audience, including those who may not be as active online.

These flyers serve not only as a tangible reminder of the clinic’s services but also as an announcement of the positive changes taking place. This helps maintain and build trust with existing patients while generating excitement among potential new ones. Ultimately, the flyers can contribute to increased foot traffic and help cultivate a loyal patient base.

Merchandising

Usage in various contexts

- Availability for patients
- Thank-you gestures
- Events
- Creation of a mascot for local events

These merchandising items (mints, umbrellas, isothermal bottle, cups and pens) serve as an effective way to engage with patients and enhance their experience. Whether used to express gratitude, promote events, or create a sense of identity through a mascot, they help foster stronger connections with the community and leave a lasting impression.

Items like umbrellas also increase the clinic’s visibility around town, creating a presence that extends beyond the clinic’s walls and contributing to brand loyalty and recognition.

Marketing strategy clinique dentaire et médicale - merchandising

Digital marketing

Optimisation of online directories and medical platforms

- Updating key information to ensure consistency across all platforms for a seamless patient experience
- SEO optimisation of titles for better search engine ranking
- Up-to-date and SEO-optimised descriptions to improve search engine visibility and clearly communicate what the clinic offers
- High-quality photos of the location to showcase the interior and exterior of the clinic, helping prospective patients get a sense of the environment before they visit
- Team photos to humanise the clinic and build trust
- Standardising appointment booking methods to streamline the booking process via user-friendly options
- Ensure the clinic’s website is easily accessible
- Updated contact methods to offer multiple, clearly displayed ways to contact the clinic
- Creation of a OneDoc account to establish a presence on the platforms, enhancing trust and visibility via Google and in-app search
- E-reputation management to actively monitor and manage online reviews

Standardising and optimising this information across various platforms is crucial for increasing the clinic’s visibility and improving its SEO ranking. By ensuring that accurate, updated data is consistent across all channels, the clinic can attract more potential patients searching online.

Having clear, engaging photos, optimized descriptions, and easy contact methods improves the user experience and builds trust with prospective clients.

Additionally, managing the clinic’s reputation and ensuring accessibility via platforms like OneDoc enhances credibility and makes it easier for patients to book appointments, ultimately driving traffic and supporting long-term growth.

Website optimisation

Use of good UX and SEO practices

- Incorporate clear and engaging call-to-action buttons to guide users toward desired actions, such as booking an appointment
- Ensure all photos are optimized for accessibility and SEO by adding descriptive alt text and properly naming image files
- Showcase patient testimonials and reviews to build trust and social proof
- Display key details like hours of operation, location, and contact information to make it easy for visitors to find what they need
- Make clinic pricing transparent by showing costs clearly, helping patients make informed decisions
- Highlight the languages spoken at the clinic to accommodate a diverse clientele and ensure ease of communication
- Ensure the website is mobile-friendly, providing a seamless experience across all devices
- Integrate relevant keywords throughout the website to improve search engine ranking
- Creation of “news” articles which enhances SEO and engages visitors

Implementing good UX practices ensures that users have a smooth, intuitive experience when interacting with the clinic’s website. By using clear CTA buttons, optimized photos, and practical information, visitors can easily navigate and find what they need.

Displaying customer reviews builds credibility and trust, while showing transparent pricing and the languages spoken at the clinic makes the site more inclusive and user-friendly. A mobile-friendly design ensures that the clinic’s website is accessible on all devices, meeting the needs of patients on the go.

On the SEO side, using relevant keywords in titles, descriptions, and URLs improves the website’s ranking in search engine results, making it easier for potential patients to find the clinic.

Regularly adding content, such as team presentations or clinic news, not only engages visitors but also signals to search engines that the website is active, further boosting visibility.

These combined efforts will enhance both the user experience and the clinic’s search engine presence, driving more traffic and encouraging patient engagement.

Search engine acquisition (SEA)

Types of Campaigns

- Acquiring new local patients: Focus on reaching potential patients in the local area through targeted campaigns designed to increase awareness and drive appointments
- Promotion of specific services: Run campaigns to highlight particular services (e.g., teeth whitening, orthodontics, emergency consultations), helping to attract patients looking for specialized dental care.
- Building brand awareness: Showcase the clinic’s quality of care, modern facilities, and unique selling proposition (USP) to strengthen the clinic’s reputation in the community

Preferred Platforms

- Google Search
- Google Maps

Segmentation Parameters

- Location: Target local patients by focusing on geographic areas around the clinic
- Interests in various treatments: Customize ads based on patient interest in specific dental services such as orthodontics, whitening, or emergency care
- Demographic factors: Tailor campaigns to different age groups, languages spoken, or other relevant demographic factors to ensure the message resonates with the right audience

Running targeted campaigns aimed at acquiring local patients and promoting specific services ensures the clinic reaches the right audience at the right time. By emphasizing services like teeth whitening, orthodontics, or emergency consultations, the clinic can attract individuals in need of those specialized treatments. Building brand awareness through campaigns that highlight the quality of care and modernity of the clinic helps establish credibility and trust in the community.

Using platforms like Google Search and Google Maps allows the clinic to appear in relevant searches, ensuring potential patients can find it easily. Tailoring campaigns through segmentation, by location, treatment interests, and demographics, ensures that ads are highly relevant and speak directly to the needs of the target audience. These strategies will maximize the effectiveness of the clinic’s marketing efforts, boost patient acquisition, and ultimately grow its reputation.

Social media

For social media, the solution mentioned below is part of a comprehensive strategy that places the clinics at the core of the group’s social media efforts.

Organic

The organic strategy will incorporate a variety of content types tailored to promote the clinic’s services and key information, ensuring that all goals are effectively addressed and communicated to the target audience.

Below are a few content ideas by content types that I thought of:

- Story Highlights (IG): Practical information about the clinic, CTA for appointment booking, team introduction, etc. (as mockups show in the image slider on the right)
- Static Posts (IG, FB): Meet our hygienist
- Videos/Reels (IG, FB, TT):
  - Common mistakes to avoid when brushing your teeth
  - Micro-interviews during the local chocolate festival

Paid

- Awareness Campaign: for coverage
- Traffic Campaign: for link clicks

Example of an Awareness Campaign

- Objective: increase brand awareness for the clinic
- Content: highlight the clinic’s unique selling propositions (USPs) in the given location, introduce the new team
- Primary target:
  - Clinic’s location
  - 20-30 km radius around the clinic
  - 18-55 years old
- Secondary target:
  - Parents with children
  - Migrants and expatriates

E-mailing campaign

As part of the dental clinic’s strategy and recent changes, I proposed a dedicated newsletter to communicate key changes to existing patients.

This approach is designed to rebuild trust by transparently outlining improvements, such as the introduction of a new team and enhanced services, while emphasizing the clinic’s renewed commitment to patient care.

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Public relations

Workshops and seminars

Hosting workshops and seminars under the concept “Clinic’s Name: Your Health Encounter!” allows the clinic to educate adults and children on topics like dental hygiene and aesthetic care.

Organized twice a year with limited spots, these events would be promoted through flyers, social media, the website, and newsletters.

This initiative positions the clinic as a trusted source of knowledge, builds stronger patient relationships, and attracts new clients through meaningful engagement.

Collaboration with local schools

The clinic partners with local schools to conduct preventative dental care sessions in classrooms and participates in career days, offering students a glimpse into dentistry.

These collaborations strengthen ties with the community, encourage early awareness of dental health, and establish long-term trust with students and their families, positioning the clinic as a socially responsible and approachable health partner.

Sponsorship of local events

By sponsoring events like the local chocolate festival, the clinic gains visibility and credibility within the community.

Setting up booths for dental and medical advice, along with distributing flyers and branded merchandise, allows the clinic to engage directly with event attendees in a surprising environment.

The unexpected presence of dentists at a chocolate event adds an element of fun and intrigue, making the clinic memorable to those who may not have initially considered dental care. This strategy fosters goodwill, strengthens the clinic’s local presence, and creates lasting connections with potential new patients.

Employee engagement

Investing in employee development through continuous training and workshops ensures the team remains skilled, professional, and aligned with the clinic’s values.

Topics such as workplace behavior and ethics contribute to a positive patient experience and build trust in the clinic.

A motivated and well-trained team reinforces the clinic’s reputation, creating consistency and improving patient satisfaction.