Most agencies have your ads live in week one. It looks decisive, and it’s usually why month four goes badly.
The Bigger Brand is a Manchester-based dental marketing agency with a set onboarding process for every client. It starts with a four-week assessment of treatment mix, pricing, clinical capacity, conversion rates and local competition before any campaign launches, and every strategy is reviewed by our dental practice consultant. Accounts then run on a monthly reporting cycle led by treatments booked and cost per booked case. We run accounts for practices across the UK and Ireland, with filming days held in practice.
“Strategy” gets used very loosely in marketing. Often it means a slide full of assumptions nobody has checked. A process is different. It sets out exactly what happens in week one, in week nine and in the quiet months.
We built ours because we’d had enough of guesswork, and because a practice spending thousands of pounds a month should know what’s being done and when. Here’s how it works.
Nothing goes live until we understand the practice properly. This is how the first four weeks run.
We look at your treatment mix, average case values, where the revenue really comes from and where you have spare capacity. We also check local competitor pricing, search rankings, active ad campaigns, your patient catchment and the NHS picture around you, so we're working from facts from day one.
We follow patients from enquiry to booked consultation, attendance and the start of treatment, to find where revenue is slipping away. Tracking, CRM, follow-up sequences, call scripts, reception training and campaign landing pages are all set up now, so everything's ready before a pound of ad spend goes out.
We hold a shoot day at your practice, scripted five days ahead and with consent handled properly, so the creative is ready for launch.
You get a written strategy setting out the immediate fixes, expected returns and clear timelines. Once Siobhan has reviewed it, campaigns launch at a controlled scale and widen as the data builds.
After launch, the work settles into a regular rhythm.
Campaign optimisation, creative testing, search term pruning and ranking checks. You won’t hear from us unless something needs a decision.
New creative. Meta audiences tire of ads faster in dental than in almost any other category.
Thirty minutes on a call, on the same day each month. Four numbers first, everything else after.
A shoot day, a strategy review with Siobhan and an honest conversation about what to stop doing.
The same four numbers lead the report, in this order, every time.
The only number that pays for anything.
Rather than cost per lead. There’s usually a factor of five between them.
Measured against consultations booked, because those are rarely the same number.
Measured against consultations booked, because we both know those are different numbers.
So you can check the maths yourself.
Impressions, reach, clicks and rankings are all in there too. They’re on page four, where they belong.
Book a call and we’ll walk you through the first four weeks for your practice specifically: what we’d look at, what we’d need from you, and when you’d see the first results.
It depends on the channel. Patient reactivation can book treatments within the first fortnight. Paid advertising generally takes six to eight weeks to produce booked cases, because higher-value treatment decisions take time. SEO usually needs four to six months before the results are meaningful. Expect different channels to deliver on different timelines.
Usually your treatment pricing, access to your ad accounts and Google Business Profile, current performance data, and a named contact at the practice. Information on clinical capacity, treatment mix and conversion rates lets us aim campaigns at treatments you can actually take on. Most practices should expect to spend one to two hours a month on it.
Monthly is standard, ideally on a fixed date with a call rather than an emailed dashboard. Reports should lead with treatments booked, cost per booked case and consultations attended, not impressions or clicks. Quarterly strategy reviews let you adjust campaigns as your treatment mix and capacity change.
The first month should establish treatment mix, pricing, clinical capacity, current conversion rates and the local competition before any campaign launches. Tracking, follow-up systems and landing pages are usually built during this period too. Agencies that launch ads in the first week usually do it without this context, which commonly brings in enquiries the practice can’t convert.
