+298 new applications: how we relaunched the dental clinic's sales department

Stages of work carried out by the team to achieve the objectives

• Stage 1. Market, competitor and business economics analysis
  • Conducted market, competitor and clinic economics analysis for 3/6/12 months
  • Defined the marketing unit (funnel: market × traffic × converter × sales department × finances)
  • Identified key KPIs: website conversion (≥1%), sales conversion (≥3%)
  • Selected high-margin services for promotion: braces/aligners, veneers, implants
  • Identified audience triggers: dissatisfaction with appearance, acute pain, search for “the right doctor”

• Stage 2. Defining high-margin services and audience triggers

  Identified three key services: braces and aligners, veneers, implants. Defined triggers: dissatisfaction with appearance, advanced dental issues. Established key selection criteria: guaranteed results, technology, team expertise.

• Stage 3. Work plan development
  • Make website improvements to increase conversion to ≥1%
  • Implement amoCRM to track sales conversion
  • Set up end-to-end analytics to evaluate channel effectiveness
  • Launch targeted, contextual and marketplace advertising on VKontakte

• Stage 4. Implementing end-to-end analytics
  • Connected Alytics (traffic analysis) and Nemind (sales department analysis)
  • Set up call tracking to monitor call sources
  • Introduced application quality classification (A/B/C):
    • A – has budget, need and urgency
    • B – has budget and need
    • C – has need only
  • Set up dashboards for monitoring:
    • By managers (individual conversion rates)
    • By services (LTV, cost per application)
    • By advertising channels (ROI, effectiveness)

• Stage 5. Website redesign
  • Rebuilt pages based on JTBD.
  • Added:
    • Unique selling propositions and clear CTAs
    • Application and callback forms
    • Reviews, FAQ, “About the clinic”, “Doctors”, “Pricing” pages
    • Chat widget and pop-ups to retain traffic
  • Conducted 10+ client interviews and analysed 100+ behaviour recordings
  • Improved visuals: replaced photos of the chief doctor, updated the homepage

• Stage 6. Sales department setup
  • Configured amoCRM: integrated with website, social networks (VK, WhatsApp, Telegram), and email
  • Conducted time audit of administrators: identified that 50% of their time was spent on routine tasks rather than sales
  • Implemented Sipuni + Call tracking:
    • Call distribution among managers
    • Auto-responders for missed calls
    • Call recording and analysis
  • Developed sales scripts and trained the team