Dmitry Filippenko

Head physician of the Implanttihoito Clinic

Implanttihoito is a dental clinic in Tallinn, Estonia.Initially, there was a simple need to find new patients.And since I had experience in Finland and knew this market, the focus was on this country.

Task:

To promote the clinic’s website in Google Ads and social networks to attract new customers from Finland

Decision:

The first experiments to attract customers began with advertising in Google Ads in Finnish.
It worked, and the number of new patients increased.
To raise conversion, we’ve implemented analytics, tracking and recording phone conversations to websites.
There followed a lot of applications, so we found a separate employee who would answer all them.
The next growth point of Implanttihoito came out quite spontaneously.
Ivan Osotov decided to check search Russian-language requests in Yandex on the territory of Estonia.
There were many more of them than last year in the same parameters — from 1,000 to 2,000 search queries.

The clinic has never worked with this audience before.
We missed so many potential customers!
Set up Yandex.Direct and created a landing page with a free consultation application.
And it shot back — fillings increased and became cheaper.
Thus, at the end of 2016, the clinic began a history of attracting Russian-speaking clients.
Then we selected a CRM system to organize a clinic that expanded its functions.
We searched for a suitable one and studied all analogues.
We stopped at a more expensive CRM version.
In the future, this turned out to be the right choice — the company offers services, analytics and social networks that solve the problems of the clinic.

Results and conclusions:

The clinic has grown the flow of Finnish and Russian-speaking clients, expanded the staff of doctors, obtained a CRM-system and a full contact center separately from the clinic, which helped to reduce the cost of premises and telephony.

My initial vision of the clinic was so banal:
2−3 administrators take calls and enroll patients in their programme on doctors, simultaneously placing "where horrible" advertising.
There was no question of any analytics.
After about a year and a half of working together, I asked Ivan:"How did we work before without CRM?. This is a system of planning and working that allows me to get away from the routine that surrounds any dentist in a large team

How did we work before without CRM?

Head physician of the Implanttihoito Clinic

Dmitry Filippenko

In 2020, during the COVID-19 pandemic and quarantine, Implanttihoito was ranked among the top five clinics in Estonia in terms of financial performance.

The remote work skills of IT marketing and similar solutions have become especially relevant during the period of self-isolation.

At the same time, the clinic developed its own dental laboratory, which increased several times by 2021, and completely modernized technical equipment.