The Big Picture: For 6 years, our work with Davis and Dingle’s Digital Marketing amassed a 1000% ROI, each year.
Davis and Dingle was one of the only dentistries in the South Carolina region investing in cross channel digital marketing services across social, search, email and website channels.
The practice was also one of the only dentistries with a majority of Black and Latinx patients who spanned across generations. We found 40% of Columbia, SC residents were Black while 5% of the residents
represented the Latinx community.
We also found baby boomers to be valuable patients that brought in a larger revenue per client, while millennials helped Davis and Dingle establish a consumer base that once retained would provide them with
revenue over the long-term.
Content marketing was an uncovered opportunity within the market as no other healthcare firm focused on providing quality, helpful healthcare content to Black and Latinx communities.
Drawing upon our insights on the value of focusing on diverse communities across their generations, in 2017 we launched a two-year campaign entitled “Project Cross-Gen and Cross-Culture” (PCGCC).
This campaign focused our communications strategy in two ways:
• Creating campaigns and messages that spoke directly to millennial and baby boomer audiences
• Creating campaigns and messages reflective of diverse cultures, particularly Black and Latinx communities
Campaigns focused on millennials spoke to their unique digital habits and pop culture trends, while messaging to baby boomer audiences focused on a renewal of self and family care.
Campaigns that were focused on the Black community featured various images and text that connected with the culture, informing them of healthcare issues while driving lead generation.
Our focus on the Latinx community ensured both Spanish and English language messages were targeted to regions that have heavy Latinx populations and that the corresponding imagery spanned across Latinx
In 2017 the PCGCC campaign generated 175% more leads than 2016 and provided millions in collected revenue and patient lifetime value. The return on investment for the cost of agency services compared to patient lifetime value was 10x the digital marketing investment.
In 2018, following the framework of “Project Cross-Gen and Cross-Culture,” StreamLined Health launched the “Reclaiming My Smile” campaign that was distributed across social, radio, out of home and direct mail for 10 months. This campaign, focused on reinvigorating patient’s enthusiasm for oral health that will help them live their best lives, was a success! Davis and Dingle saw another 180% increase in YOY leads and its ROI remains at 10x the digital marketing spend.
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