Case study: Fagerholt Tannlegesenter · Kristiansand
From no patient base to Kristiansand's best-rated dentist on Google.
Fagerholt started as a brand-new clinic in Kristiansand and needed help to get going. With a new website, always-on advertising, online booking straight into Opus and a smart upsell flow, I built them up to the city's highest-rated dentist. Here is what I did, and what it delivered.
4.9 1235 reviews Starting point
A brand-new clinic. Everything had to be built from the ground up.
Fagerholt opened as a brand-new clinic in Kristiansand, with no patients, no online reputation and an empty appointment book. Patients had to be won from the start, trust built from zero, and the appointment book filled, in a market where the competitors were already well established.
That is where they needed help, and where I came in. The brief was to make Fagerholt the obvious first choice in Kristiansand, and to make every marketing krone as profitable as possible.
How I did it
One system. From first impression to upsell.
Fagerholt got a connected engine where each link reinforces the next, from the ad that captures, to the booking that closes, to the upsell that increases the value.
- 01
A new brand and website from the ground up
Fagerholt started as a brand-new clinic and had to build trust from scratch. I made a new, modern website that signals quality and trust, optimised to turn visitors into patients. The difference from the old site is night and day.
- 02
An always-on dental exam campaign
The engine of the growth is a continuous campaign on Facebook and Instagram with a clear new-patient offer. Month after month, for over two and a half years, it has delivered a steady flow of patient enquiries to the clinic in Kristiansand, over 1,500 so far.
- 03
Online booking straight into Opus
Enquiries are perishable. With my booking system the patient can book directly, connected straight into the clinic's Opus patient records, both in the chatbot and on the website via app.fagtann.no. The patient sees available times and books themselves, without a single phone call, and the appointment lands straight in the calendar.
- 04
The most reviews in all of Kristiansand
Trust decides who the patient chooses. I set up a structured system for collecting Google reviews from satisfied patients, and took Fagerholt to 1235 reviews with an average of 4.9. That makes them the highest-rated and most-reviewed dentist in Kristiansand. It is social proof that works around the clock, in both map search and ads.
- 05
Upselling that increases the value per patient
The smartest growth doesn't always come from more ads. I set up an upsell flow that offers teeth whitening to patients who have already booked, a natural add-on purchase. In 2025 it generated NOK 225,000 in extra revenue, without increasing the ad budget by a single krone. Higher value per patient on the traffic we already pay for.
The website: before and now
Same clinic. A completely new first impression.
The website is often the very first thing a patient meets. The new site is built to create trust and turn visitors into booked appointments. Hover to scroll through the whole page, before and now.
The booking system
Patients book themselves, straight into Opus
Enquiries are perishable. My booking system lets the patient find an available time and book directly, connected straight into the clinic's Opus patient records, both in the chatbot and on the website via app.fagtann.no.
What nobody else does
Patients book themselves, straight into the patient records.
Most agencies give you a name, an email and a phone number, and the follow-up is your job. At Fagerholt my system takes the lead all the way: the patient picks an available time themselves and books directly into Opus.
A typical agency
You get a name, email and phone number.
Then the work begins: call, follow up, book manually and chase everyone who doesn't answer. The leads go cold, and the appointment book doesn't fill itself.
With my system
The patient books the appointment themselves, straight into the patient record system.
No manual follow-up, no leads slipping through. The appointment is in the book before you have lifted a finger, while the team spends its time on the patients already in the chair.
Next available appointment
Available appointments right on the homepage — fetched in real time
Many patients drop off if they have to hunt for an available appointment. That is why I built a “next available appointment” section right into the homepage at Fagerholt Tannlegesenter — it fetches the actual free slots from Opus and lets the patient book in two clicks.
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The results
A steady flow of patients, and more value out of every krone.
Enquiries from the clinic's lead sheet, ad cost from Meta. CPL = ad cost divided by enquiries.
extra revenue from teeth whitening upselling in 2025, without increasing the ad budget by a single krone. Same traffic, higher value per patient.
“We have now worked together for a long period and are achieving very good results in terms of increased patient inflow. Ole Tom is knowledgeable, driven and committed, and easy to work with!” (translated from Norwegian)
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