The Story
With an eye toward expanding their impact and better serving the Richmond community, this orthodontics practice partnered with Renaissance Marketing to implement a strategic paid social program. Through a combination of audience-specific targeting, bilingual content, and engaging ad creative, the practice achieved its goals and established a strong foundation for continued growth.
The Challenge
A multi-location orthodontics practice in Richmond, Virginia, sought to enhance its digital marketing efforts to reach untapped markets and improve lead generation across specific services. Despite being a trusted name in the community, they faced challenges in:
- Attracting Spanish-speaking patients to their practice.
- Increasing awareness of early orthodontic screenings for children.
- Driving new consultations for Invisalign® and braces.
The practice turned to Renaissance Marketing for a solution that would:
- Build awareness within the Spanish-speaking demographic.
- Drive targeted leads for their key services, including early screenings and smile consultations.
- Create a cost-effective paid social strategy that delivers measurable ROI.
The Approach
Localized and Multilingual Paid Social Campaigns
Renaissance Marketing designed and implemented a series of paid social campaigns tailored to the practice’s goals:
- Spanish Campaigns: Developed ad creative and messaging specifically targeting Spanish-speaking patients. Ads highlighted the availability of bilingual staff and the convenience of their locations.
- Service-Specific Targeting: Focused on early orthodontic screenings and smile consultations for Invisalign® and braces. Campaigns leveraged data-driven targeting to reach parents of young children and adults considering orthodontic treatment.
- Hyper-Localized Ad Placement: Ensured campaigns targeted residents within key neighborhoods in Richmond and surrounding areas, optimizing for high-intent audiences.
Enhanced Creative and Engagement
Renaissance Marketing crafted engaging video ads and static formats to showcase patient transformations, staff expertise, and the benefits of early orthodontic care. Clear calls to action encouraged users to book consultations through the practice’s website or by phone.
The Results
The orthodontics practice experienced measurable growth in key areas, including:
- Increase in Spanish Leads: The Spanish-language campaigns significantly expanded their patient base.
- Growth in Early Orthodontic Screening Leads: Targeted campaigns drove awareness and bookings for early screenings.
- Rise in New Smile Consultations: Increased inquiries for Invisalign® and braces.
- Higher ROI: Paid social became a cornerstone of their marketing strategy, delivering consistent and trackable results each month.