Client TEND
Tend x OpenMoves: Scaling SEO + SEM Across 30+ Dental Offices with 300% Growth
OVERVIEW
Tend is a modern dental brand with a clear mission – “We want you to look forward to the dentist.” Tend offers a full range of dental services including general dentistry, orthodontics, cosmetic treatments, oral surgery, and emergencies. Tend delivers exceptional dental care with a focus on the patient’s whole health, with a team that follows the highest clinical standards, uses state-of-the-art dental technology, and prioritizes comfort, trust, and transparency at every visit.
Tend engaged OpenMoves to manage Google Ads, Microsoft Ads, and SEO, with a goal of scaling and optimizing patient acquisition throughout the entire Tend system. Through the engagement with OpenMoves, Tend scaled to more than 30 offices in 6 states, with Google Ads and SEO as the primary drivers of patient acquisition. Tend also required a complex system of campaign segmentation to support optimization and budget management across distinct lines of business such as orthodontics, emergency services, and more.
300%
Increased total Dental Emergency bookings YoY
127%
Increased total Orthodontics bookings YoY
131%
Increased organic search impressions
32
Studios reached with paid media across 6 states
Conversion Rate Optimization
THE CHALLENGE
Through the engagement with OpenMoves, Tend was able to achieve substantial performance gains across multiple variables, including total spend, total bookings, efficiency across multiple lines of business, and increased organic visibility. This was achieved against a background of both heavy competition and significant operational complexity – the need to scale across locations, balance budgets regionally and between lines of business, and integrate with complex backend systems, created marketing operations challenges far beyond the normal complexity of a Google Ads engagement.
As a healthcare brand, Tend also required all marketing efforts to be HIPAA compliant, which further complicated important efforts around conversion tracking and systems integration. Ultimately, this was one of OpenMoves’ most technically complex SEM/SEO engagements due to the compounding factors of compliance, technology, segmentation and scale.
Succeeding with Tend’s SEM and SEO program required our team to handle multiple elements of complexity at once, while also driving core performance in patient acquisition. Key aspects of success in multi-location healthcare marketing include:
Primary Goals
Balance spend across locations based on availability and demand
Optimize spend across lines of business with differing CAC goals
Tracking conversions and optimizing data while remaining HIPAA compliant
Reporting multivariate data in a concise and effective format
Gaining efficiency in a competitive market with inherently rising cost of media
Guiding users through a complex online booking funnel after the click
The Solution
Driving Efficiency with Creative Optimization and Strategic SEM
The OpenMoves team is highly experienced at marketing healthcare brands with multiple locations across Google Ads, SEO, paid social and more. Working with Tend enabled us to deploy multiple proven winning strategies to achieve performance marketing success at scale.
Aggressive Approach to CRO Integration with SEM.
Tend’s performance marketing success relies on users making dental appointments online. This online booking workflow, while effective, is also complex and requires users to complete multiple steps and make multiple decisions in order for an actual conversion to occur. OpenMoves provided Tend with extensive analysis surrounding conversion rate optimization to ensure that SEM traffic converted efficiently.
Local SEO at Scale.
Dentists are a classic local SEO play, but managing more than 30 locations requires the standard local SEO playbook to operate in a structured, efficient and scaled system. OpenMoves implemented scaled optimizations to Google Business Profiles and relevant local citations, while also offering strategic planning to the Tend team on managing reviews and building website content to rank for both localized and general dentist queries.
Optimized Local Reporting.
The OpenMoves team has deep expertise in building reports for brands with multiple locations. Reporting for Tend required every level of the business to be tracked and analyzed – by location, by region, by line of business, and as a whole. Leveraging OM’s automated reporting platforms, we are able to deliver sophisticated localized reporting that represents every slice of the business, but also rolls up to concise executive summaries.
Sophisticated Data Ingestion and Bidding Optimization.
The dental space is one with rather obvious search keywords and heavy competition. This is not a keyword-pickers landscape – most of the demand comes from plain and predictable queries like “dentist near me.” Optimizing in this type of query landscape requires sophisticated advertisers to create leverage through data collection and bidding. OpenMoves worked closely with Tend to understand CRM data available for ingestion, connect this data to Google Ads, and gradually move bidding deeper down-funnel, to enable Google to bid on true patient booking outcomes – creating an edge even in a commoditized search landscape.
OPENMOVES PPC TEAM
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I’ve managed many complex search engine marketing projects, and Tend stands out as one of the most execution-heavy efforts our team has tackled. Everyone knows that healthcare compliance is a tricky issue for marketing, we all know that media buying across many locations is challenging, integrating lead generation campaigns with complex CRM systems is often imperfect…Tend combined all these challenges, and more, at scale! Succeeding under complex conditions is where our team stands out as true veterans in multi-unit healthcare marketing.
Let’s discuss how we can increase your revenue
BRASS
Leveraging Facebook and Instagram to Grow Revenue by 200% for Fashion Startup.
