Case study: Smil Tannlegesenter · Bjørvika, Oslo
“Ole Tom outperforms all the other agencies we have worked with.”
Smil Tannlegesenter had long experience with other agencies before switching to me. After the switch: up to 50% lower marketing costs and more new patients. These are their own words, not mine (translated from Norwegian).
5.0 of Dental Markedsføring Starting point
Experienced with agencies, but not impressed.
Smil Tannlegesenter in Bjørvika is not a newly established clinic. They have been running since 2017 and had already tried several marketing agencies. Effort was not lacking, but the results didn't match the cost, and the expertise was too general to hit exactly how a dental patient chooses a clinic.
The question was therefore not “should we advertise?”, but “why are we paying so much for so little?”. My brief was to deliver more patients for fewer kroner, and prove it with numbers.
How I did it
Specialisation beats breadth.
What set me apart from the previous agencies was not more ads. It was that every krone was spent on what actually gets a dental patient to book.
- 01
Specialised in dentists, not “everything for everyone”
Smil had worked with several agencies before me. The problem was rarely effort, but direction: general expertise that didn't know the dental industry. I work only with dental clinics. That means the strategy, the offers and the ads were tailored to how a patient in Oslo actually chooses a dentist, from day one.
- 02
Halved the cost per patient
With sharper targeting, a clear new-patient offer and ads built to convert, the cost fell sharply. Smil today pays up to 50% less in marketing cost than before, which gives greater profitability for every krone spent on advertising.
- 03
More patients, with the same discipline
Lower cost is only half the story. The same engine also delivered more new patients into the appointment book. The result is an always-on campaign that is both cheaper and more effective than what Smil had with previous agencies.
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. On Smil's dental exam campaign my system takes the lead all the way: the patient picks an appointment themselves and books directly into the clinic's patient record system.
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.
The results
Fewer kroner in. More patients out.
Enquiries from the clinic's lead sheet, ad cost from Meta. CPL = ad cost divided by enquiries.
“We have long experience with other agencies, but Ole Tom outperforms everyone else we have worked with. We see lower marketing costs than before, with prices up to 50% lower, which creates even greater profitability for every krone spent on marketing.” (translated from Norwegian)
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