A brand new practice in a saturated market
Where they started
ADRILEX came to us as they were opening a completely new dental practice in Trenčín, a city that already had over 40 established practices. They were entering a saturated, competitive market from nothing and needed to establish themselves quickly.
We started with research and an analysis of the competition in their catchment area. In strategy sessions we picked out the main selling points together: affordability, contracts with every insurer, modern equipment and a paediatric practice.
Our approach
Out of that came a single plan covering both the website and the advertising. We built the site from nothing so the advertising would fit it. We designed the customer journey, the structure, the logo, the design and all the copy, and gave it a slightly different tone from the rest of the market. Every dentist and team member has their own profile, so a patient recognises them before they ever come in.
On the advertising side we went for hard positioning, built the site authority through SEO, and made manual, specific targeting the main layer rather than simply chasing volume.
From launch to today
In a segment where the cost per click routinely climbs above a euro, we held CPC at around 30 to 40 cents over the long run, with CTR above 10 %. That was enough for a TOP 3 position in the segment even on a small ad budget.
Once the launch proved itself, the client raised the budget. We widened and diversified the campaigns, adding a supporting PMAX campaign for volume alongside the main targeted one, and moved up to a TOP 1 to TOP 2 position in the market.
After roughly two years we changed the strategy in further sessions. The practice was established and no longer needed broad coverage of every procedure; it wanted to focus on the most profitable ones, meaning surgery and implants. So we cut the ad budget, reselected and rebuilt the campaigns, and switched to a targeted mode covering only those procedures. Even on the lower budget ADRILEX reached first place in the segment, and it freed the client from the less profitable work at the same time.
The dentist profiles made people feel they knew the clinic before their first visit. Several mentioned it felt human and family run, and that it was one of the reasons they chose to come here.
A new site in Next.js
When the strategy narrowed to surgery and implants, we built ADRILEX a new site from nothing in Next.js. Next.js is the modern technology we build our fastest sites on, and for ADRILEX it means a site that loads virtually instantly, which patients and search engines both appreciate. The original site was on Wix; it did its job and put the new practice on the map.
Its successor is faster, technically clean, and built so the advertising and the SEO fit it precisely again. We shipped it alongside the change of strategy and the campaign rebuild.
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