Q & M Dental Group
At A Glance
73%
235%
37%
Backstory
Backstory
Serving more than 600,000 patients through more than 70 strategically located dental clinics, the group offers a range of primary care and specialist dental services. Q & M is known for its modern dental facilities and the adoption of the latest innovations in the dental space.
Challenge
Challenge
Having had their marketing team run campaigns in the past, they realized they were spending too much and receiving low-quality leads in return. The team was unable to assess what they were doing wrong and optimize campaign performances.
Due to their lack of knowledge and expertise, they failed to get the results they set out to achieve.
That’s when they decided they needed a digital marketing partner who could put together a robust strategy to drive traffic to their website and generate leads in a cost-effective manner.
Enter Brew Interactive.
Solution
Our journey with Q & M started with having in-depth discussions with the team to explore more about the clinic, the work they do, their services, target audience, patient journey, business goals, and challenges.
We realized that one of the biggest challenges faced by dental companies is that they have to abide by the strict promotional regulations set forth by the Singapore government. They had to be extremely cautious about their advertising and communication.
Another aspect of lead generation in this industry is the long and winding conversion path. It’s not as straightforward as putting out a social media ad and expecting to get results.
Dental marketing is about constantly creating valuable content to educate potential patients and giving them a reason to choose you over your competitors.
From generating awareness and attracting new patients to engaging with the existing ones and building a long-lasting relationship with them – establishing trust needs to lie at the core of everything one does.
Keeping that in mind, here’s how we helped Q & M Dental Group achieve their business goals.
1. Promoted the Pioneer Generation Package
Q & M clinics are accredited with the Community Health Assist Scheme (CHAS). This scheme enables all Singapore Citizens to receive subsidies for medical and/or dental care across Q & M clinics.
One of the subsidies under CHAS is the Pioneer Generation Package. In this case, “pioneer” refers to senior citizens.
As a participating clinic, we thought it was important for Q & M to promote this package and let people know that they are offering government-subsidized dental procedures to those who are eligible.
The first step was to design and build an optimized landing page that featured informative content about this package with a goal to attract inquiries.
During our persona interviews, we realized that apart from targeting senior citizens, it was particularly important to target the children of senior citizens and build awareness among them because they were the more prominent and influential decision-makers in this case.
We then went on to promote this landing page on Facebook to boost visibility and maximize call requests. Apart from targeting people who are aged 65 and above, we also targeted working adults, encouraging them to check if their parents are eligible for dental subsidies.
Facebook ad targeted to the ‘pioneer generation’
Facebook ad targeted to children of the ‘pioneer generation’
2. Developed a Content-Driven Strategy to Promote their Orthodontic Practice
One of Q & M’s biggest strengths was their orthodontic services – which we felt was not adequately promoted across their website and social media platforms.
In order to generate more awareness about it, we developed and implemented a strong content-driven strategy with an aim to educate prospects, establish trust and ultimately, increase appointment volume.
We created multiple pieces of informative content directed towards explaining potential patients about braces, their importance and why they should trust Q & M with it. Optimized landing pages were designed for every content piece – each of them ending with a ‘Make an Appointment’ and ‘Enquire Now’ call-to-action button.
We ran Facebook ad campaigns to generate traffic to these landing pages and generate appointments.
Facebook ad
Facebook ad targeting parents
3. Created Workflows to Speed up the Sales Cycle
We realized that in this industry, the time taken for a lead to convert into a sale was considerably long. To put it simply, very few online inquiries would actually result in an appointment.
We wanted to change that, speed up the sales cycle and convert sooner.
The first step was to establish a workflow that outlined the sequence of actions based on the prospect/patient’s behavior.
We created a series of emails to welcome leads, educate them about the services, and send them timely reminders.
Let’s go over one user journey, as an example.
- A user is met with this ad promoting the Pioneer Generation Package and clicks it
- They are directed to this landing page and share their mobile number
Landing page - Once their number has been captured, they are met with the below appointment request form
Appointment Request Form - Those who fill this form are met with a ‘thank you’ page and those who don’t are sent an email after a day. Through this email, we wanted to remind prospects to book their appointment.
Follow up email sent one day after opt-in - Recipients who opened the above email and did not book an appointment were sent the following email. We used this email to drive urgency while reinstating the benefits of the package.
Follow up email sent 2 days after opt-in
This is what the journey looked like:
Results
In just 6 months of working together, there was a dramatic 235% increase in website traffic and a 37% increase in conversion rate. That’s not all, we did all of this in a cost-effective manner and achieved a 73% decrease in cost per lead acquisition.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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