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Ideal Dental
Ideal Dental
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Overview
A case study on how Outliant radically improved Ideal Dental’s ROI on patient acquisition
Ideal Dental, a flagship brand of DECA Dental, has been delivering high quality, affordable dental care to patients since 2008. The company is guided by its vision to be the premier provider of dental services under one roof—while being the first choice for dentists and staff seeking a partner for growth, innovation, and learning.
Founded in Dallas, Texas, DECA has nearly 200 affiliated dental practices with a network of offices across nine states. And the partner Ideal Dental trusts to power its digital transformation is Outliant.
Client
Ideal Dental
Solution
Scalable Patient Acquisition Without Exorbitant Ad Spend
Live Site
https://myidealdental.comThe Challenge
Boosting performance without ballooning costs
The Approach
A digital transformation that delivers high value
The Challenge
Scalable Patient Acquisition Without Exorbitant Ad Spend
As its name suggests, Ideal Dental set out to create an ideal dental practice, one that provides clinical excellence, convenience, and modern comfort. From general dentistry and emergency care, to orthodontics and oral surgery, all dental specialists and services are under one roof. Because most people only visit the dentist twice per year for their regular cleanings, the average lifetime value for each patient is relatively low compared to other healthcare services.
This meant that Ideal Dental’s business hinged on scalable patient acquisition: To maintain a healthy return on ad spend, the marketing team needed to keep their cost per acquisition (CPA) lower than the average order value of a first patient visit.
Modernizing an outdated digital presence
01
Improving patient acquisition and retention
02
Maximizing return on ad spend
03
To meet their goals of overhauling their outdated website and boosting their performance advertising efforts, Ideal Dental needed a strategic partner that could quickly identify issues and allocate the right resources to solve them.
With extensive experience in the health and wellness industry, Outliant was the team of experts Ideal Dental was looking for to drive high consultative value and dramatically improve patient acquisition and retention.
In its pursuit of setting an exceptional standard of care, Ideal Dental partnered with Outliant to execute a comprehensive digital transformation strategy and modernize its online presence.
Our Approach
Creating the Ideal Patient Experience
Outliant implemented a comprehensive digital transformation strategy that spanned a variety of key initiatives.
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Performance Advertising
To maximize Ideal Dental’s return on ad spend, Outliant implemented a strategic performance advertising approach across Meta and Google platforms. By combining technical optimization with compelling creative enhancements, we successfully attracted more qualified traffic, increased conversions, and lowered overall costs.
Web Development and Design
After implementing Webflow as a new content management system, Outliant migrated, redesigned and developed a new website for Ideal Dental. At the core of the redesign were SEO, microsite personalization, HIPAA compliance, and scalability. This approach boosted domain authority, driving engagement and conversions.
Branding
Outliant strengthened Ideal Dental’s brand direction through several iterative sessions aimed at defining target audiences within a competitive landscape. This process helped the team unify all their channels, ultimately building trust and credibility.
Campaign Management
With an eye toward the future, Outliant continues to optimize Ideal Dental’s campaigns and conversion rates with advanced tracking and analytics to fuel data-driven decision-making and foster sustained growth.
Before
After
The Solution
Outliant addressed Ideal Dental’s core business challenges from the top down in the sales funnel and organized its strategy to align with improving overall conversions.
The Phases
01
Consultative Discovery
Even before entering a formal arrangement, Outliant was dedicated to providing high consultative value. After conducting an audit of Ideal Dental’s website and ad accounts, the team identified key areas for improvement.
02
Advertising Improvements
Outliant launched its paid acquisition program on Google and later expanded to Meta. The team tackled conversion reporting issues, resolved broken links in ads and site links, and conducted a comprehensive audit of all campaigns. By optimizing and testing new strategies tailored to each market, they also deployed updated copy and creative assets to drive improved performance and engagement.
03
Website Revamp
With hundreds of dental practices across nine states, it was critical for Ideal Dental’s website to be optimized for multi-location patient acquisition. With Webflow implemented as the new content management system, Outliant focused on creating templates of all key pages to scale campaign strategies and office locations.
04
Branding and Content Production
Conversions don’t happen without great content, so Outliant developed a consistent brand narrative and content strategy, with assets like new ad creatives and explainer videos tailored to Ideal Dental’s patient demographic.
05
Ongoing Optimization
Outliant continues to expand its partnership with Ideal Dental, focusing on conversion rate optimization, SEO, lifecycle marketing, campaign management, and iterative updates. Recent additions have included new landing pages for ad campaigns and localization for Spanish speakers.
The Results
7,000
New patients per month
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212%
Increase in year-over-year PPC conversions
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67.2%
Decrease in cost per conversion
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25%
Increase in total patient appointments
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$800,000+
Saved in digital ad spend
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The Impact
Scalable Infrastructure. Sustainable Growth.
Ideal Dental’s digital transformation has exceeded all expectations, with marked increases in conversion volume, acquiring up to 7,000 new patients per month—a 212% increase in year-over-year PPC conversions.
This boom in lead generation has led to a 25% increase in total patient appointments, optimizing the entire lead funnel from website visit to appointment booking.
With greater ad efficiency, Ideal Dental has saved over $800,000 in digital spend and seen a 67.2% decrease in cost per conversion, compared to the previous year.
By building scalable infrastructure, improving the user experience, and optimizing ad spend, Ideal Dental can sustain its patient acquisition and achieve its business goals.
With a modern digital presence and a robust technology stack now in place, Ideal Dental can honor its commitment to a people-centric approach to dentistry.
Outliant’s innovative and strategic work exemplifies how holistically building a brand from the inside out fuels long-term, sustainable growth for years and years to come—making Ideal Dental’s patient experience truly ideal.
Nikki Baulisch
Director of Marketing
Client's Testimonial
“Outliant’s attention to detail and dedication to measurable results have enabled us to enhance our brand and expand our reach across all our locations. We’re now able to serve more patients with significantly less spend, fueling sustained growth for the long haul.”
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