01
Client Responsibility
What the clinic needs to do on social media
For the Clinic to open its doors online the way it already has in person, we need the clinic's involvement in a few specific places. None of this is heavy lifting — but without it, the content has nothing real to draw on, and it starts to feel generic instead of trustworthy.
The Six Things We'll Ask For
Doctor & specialist on-camera time
Short clips introducing themselves, explaining a procedure, or answering a common question — roughly 30–45 minutes once a month, batched into several short pieces.
Front-desk buy-in on the cross-sell script
Staff mention family/adult services during kids' visits, and ask satisfied adult patients for a review. This is the single highest-leverage, lowest-cost thing the clinic can do.
Patient consent for testimonials & case photos
A simple consent line added to intake/checkout so we can legally and ethically use before-afters and patient stories in content.
Fast turnaround on approvals
A 24–48 hour review window on content and campaign copy before it goes live, so momentum doesn't stall waiting on sign-off.
Keep us looped into school & community events
The clinic's existing school events are a real advantage — we just need the calendar in advance so we can prep the parent-talk content and capture it properly.
One point of contact
A single person on the clinic side (doctor or manager) who can approve content, coordinate shoot days, and answer quick questions — keeps everything moving without doctor bandwidth being the bottleneck.
The Raw Material Behind Every Post — Five Content Pillars
Trust Transfer
Families who already trust the kids' wing, now trusting the adult side too.
Education
Plain-language answers to the question each new audience is silently asking.
Specialist Authority
Credentials, tech, and results — decisive for ortho, cosmetic, and implant patients.
Community Proof
Visible presence at schools and workplaces, not a cold claim.
Behind-the-Clinic
The tour, the space, the warmth — for grown-ups, the way the play area works for kids.
02
Mutual Expectations
What we expect from the clinic
Three things determine whether this plan actually works: the clinic's time, the clinic's effort in the small daily moments, and the marketing investment behind it. Here's exactly what each looks like.
Time
- ~30–45 min/month of doctor/specialist camera time
- One 30-min monthly review call
- One content shoot day per month at the clinic
Effort
- Front desk using the cross-sell script consistently
- Asking for patient consent + reviews at checkout
- 24–48 hr turnaround on content/campaign approvals
- Sharing the school/community event calendar in advance
Financial
- Media spend + content production only — see table below
- No fixed retainer shown here; ranges flex with performance
- Budget reviewed and reallocated monthly toward what's converting
Media Spend & Production Budget — 90 Days
| Phase | Budget Range (₹) |
|---|
| Month 1 — Family/General launch | 33,000–47,000 |
| Month 2 — Orthodontic soft-launch | 41,000–53,000 |
| Month 3 — Cosmetic/Implant launch | 44,000–58,000 |
| 90-Day Total | 1,18,000–1,58,000 |
Averages to roughly ₹39,000–₹53,000/month, covering ad spend and content production only. This is what we're asking the clinic to fund — our own service fee is not included in this figure and will be discussed separately.
03
Execution
Plan of action & KPIs
Three wings, opened in sequence — each one funded and made credible by the proof the last one generated. We don't launch family, ortho, and cosmetic/implants all at once; we build trust in order.
Where the Budget Goes — Channel Mix & Expected Results
Meta and Google do different jobs. Meta builds awareness and does the trust-transfer work — video, before/afters, retargeting warm audiences. Google captures people already searching with intent — "dentist near me," "invisalign cost," "implant clinic." The mix shifts wing to wing as the category gets more search-driven and higher-ticket.
| Wing | Channel | Primary Job | Monthly Spend | Est. Monthly Leads |
|---|
01
Foundation | Meta Ads | Awareness + trust-transfer to warm, family-adjacent audiences | ₹10,000–13,000 | 30–45 |
| Google Local Search | Capture "dentist near me" / high-intent local searches | ₹5,000–7,000 | 20–30 |
02
Ortho | Meta Ads | Before/after visuals, retargeting database teens & parents | ₹12,000–15,000 | 20–35 |
| Google Search | Capture "invisalign / braces cost" high-intent searches | ₹8,000–10,000 | 16–28 |
03
Gallery | Google Search | Capture "implant / veneers" searches — best-converting channel for big-ticket cases | ₹13,000–16,000 | 13–24 |
| Meta Ads | Retargeting + social proof (case gallery) to warm site visitors | ₹7,000–9,000 | 9–16 |
Expected Outcome Funnel — Per Wing, Per Month
Foundation Wing
~50–75 leads → ~15–20 consults (≈30% booking rate) → ~8–11 new adult/family patients (≈55% acceptance)
Orthodontic Wing
~36–63 leads → ~9–16 consults (≈25% booking rate) → ~3–6 new ortho starts (≈35% acceptance)
Gallery Wing
~22–40 leads → ~8–14 consults (≈35% booking rate) → ~2–4 new implant/cosmetic cases (≈30% acceptance)
These are industry-benchmark estimates to set expectations going in, not guarantees — dental lead costs and conversion rates vary by city, competition, and season. We'll have real cost-per-lead and conversion numbers within the first 3–4 weeks and will recalibrate the funnel projections at the first monthly review, reallocating spend toward whichever channel is actually converting best.
Goal — Convert the plateaued kids-patient base into the first wave of family patients, and make the Clinic visible as a family brand.
Adult patients converted from existing families
% of adult leads from database vs. cold ads
New reviews mentioning adult/family treatment (target 5+)
Cost per adult lead (Meta campaign)
Goal — Use the 8+ age kids-checkup pipeline to open ortho conversations, extend to adult aligners, and bank case proof for the next wing.
Ortho consult bookings, database vs. paid
Cost per ortho lead vs. family-dentistry lead
Consult-to-treatment conversion, ortho
Financing plan adoption rate
Goal — Launch a dedicated cosmetic and implant funnel, built on the proof from Wings 01–02, positioned around specialist credentials.
Cosmetic/implant leads + cost per lead
Consult-to-treatment conversion, cosmetic/implant
Published case studies (target 2–3 by month end)
Revenue mix: non-kids share of total revenue
Whole-Clinic View — Tracked Weekly Across All Wings
Database vs. cold-ad leads
Tells us if the trust-bridge messaging is working, not just if spend is buying clicks.
Cost per lead, by category
Family, ortho, and cosmetic/implant aren't comparable — judged against each one's own case value.
Consult → treatment, adult vs. kids
Surfaces if the consult process needs adjusting for adult patients.
Review mix over time
Leading indicator of genuine brand repositioning across the quarter.
Revenue mix by category
The real scoreboard — new wings contributing revenue, not just leads.
Event → adult booking conversion
Validates whether the school/community channel transfers to adult acquisition.
04
Engagement
How we'll work, timeline & deliverables
If we start working together, here's exactly what the first 90 days look like from kickoff to full report — what we deliver, when, and how we stay in sync along the way.
Onboarding — Before Day 1
Week 0
Kickoff & setup
A kickoff call to align on goals and priorities, followed by access setup — Google Business Profile, Meta Business account, WhatsApp Business, website CMS — and collection of existing brand assets, logos, and photos.
Month 1
Foundation Wing goes live
Database activation, GBP and website updates, first content shoot, staff script training, and the first paid campaign.
Month 2
Orthodontic Wing goes live
Ortho campaign launch across database and paid channels, financing tie-up, case documentation begins, and cosmetic/implant groundwork starts in the background.
Month 3
Gallery Wing goes live
Dedicated cosmetic/implant funnel launches with its own landing page and campaign, a consultation offer goes live, and we close the quarter with a full performance review and the roadmap for Months 4–6.
How We Stay in Sync
Weekly
A WhatsApp update with the content calendar, what's going live, and any quick wins or blockers.
Bi-weekly
A short campaign performance snapshot — leads, cost per lead, and what we're adjusting.
Monthly
A full performance report plus a 30-minute review call with the doctor to walk through results and next steps.
EVOLVE