Case study: Prima Tannklinikk · Fredrikstad
A new dentist in Fredrikstad: 844 patient enquiries to fill the appointment book.
Prima is a new clinic in Fredrikstad that expanded with a new dentist, and needed to fill its patient base quickly and profitably. With a sharp new-patient offer and always-on advertising, an empty appointment book became a steady flow of enquiries. Here is what I did, and what it delivered.
5,0 197 reviews Starting point
A new dentist. An empty appointment book to fill.
Prima Tannklinikk in Fredrikstad is a young, growing clinic. When they expanded with a new dentist, they got something all newly established practitioners have in common: spare capacity and a calendar that had to be filled. An empty chair costs money every single day.
The brief was therefore simple to state and demanding to deliver: a steady, predictable flow of new patients into the appointment book, at a cost that made every patient profitable from the first visit.
How I did it
An offer, an always-on engine, and a system that captures every lead.
I don't work with loose one-off campaigns. Prima got a connected engine that delivers enquiries month after month, and turns them into booked appointments.
- 01
A new-patient offer that opens the door
People rarely switch dentist without a reason to act now. I built the campaign around a concrete welcome offer for new patients: exam, X-ray, scale and polish and Airflow cleaning for NOK 590, a value of NOK 1,490. An offer that is easy to say yes to, and a natural first appointment to fill the new dentist's calendar with.
- 02
Always-on Meta advertising
I ran a continuous campaign on Facebook and Instagram, geographically limited to Fredrikstad and the surrounding area. Not a sprint, but a steady engine: month after month it delivers a predictable flow of enquiries into the appointment book, at a cost well below what one new patient is worth.
- 03
A website & chatbot that capture the lead
An ad is wasted if the patient doesn't get any further. The clinic's website is built to convert, and the chatbot answers questions about prices, offers and opening hours around the clock, and lets the patient send a request directly in the chat. It works like a receptionist who never takes a break.
- 04
New arrivals: catch them before the competitor
People who have just moved to Fredrikstad are missing something everyone needs: a regular dentist. I reach these new residents early, before they google “tannlege nær meg” (dentist near me) and end up at the clinic next door. That gives Prima a steady supply of patients who are settling in somewhere new.
Website & chatbot
The ad captures the interest; the website and chatbot close it
The chatbot knows the new-patient offer, answers questions about prices around the clock and lets the patient see available times and book directly in the chat, without a single phone call.
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 Prima my system takes the lead all the way: the patient asks the chatbot “when is the first available appointment?”, sees actual available times from Opus and books themselves.
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 Prima Tannklinikk — it fetches the actual free slots from Opus and lets the patient book in two clicks.
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The results
844 enquiries. NOK 55 each. Month after month.
Enquiries from the clinic's lead sheet, ad cost from Meta. CPL = ad cost divided by enquiries. The campaign was paused in July.
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