Eighteeth & FGM Dental
MedTech/Dentistry
Role: Fractional Head of Marketing
Key metrics
Indicators are based on summary data for the Eighteeth and FGM Dental projects; period and basic values require verification with advertising offices.
About the project
Integrated marketing for medical equipment manufacturers.
What did you come with?
Manufacturers of medical equipment for dentistry. The audience is narrow and professional - doctors and clinics, not end patients - so the size of the audience is physically limited and there is nowhere to grow by expanding reach.
Problem
Increase the flow of leads without increasing the budget, and build a presence on social networks for a B2B audience from scratch.
How it was done
Rebuilt paid traffic
A combination of VK Ads, Google Ads and Yandex Direct with optimization, retargeting and A/B tests. CPC decreased by 20%, leads increased by 25% with the same budget.
Increased landing conversion
Working with landing pages and creatives gave +30% to the lead conversion.
Build professional social networks from scratch
The audience consists of practicing doctors and clinics - more than 1,000 target subscribers.
Put AI to produce creatives
Generating creatives through AI reduced the CPL by 20%: hypotheses could now be tested in batches, rather than one per week for the designer’s workload.
Why this way and not otherwise
In a narrow B2B niche, growth comes from the frequency of tests, not from the size of the audience. The audience of doctors is finite, and the only way to squeeze more out of it is to quickly sort out creative-landing connections, which is what AI production solves.
Channels and tools
What has been done
- 01VK Ads + Google + Yandex strategy - CPC reduction by 20%
- 02Social networks from scratch, audience of doctors and clinics
- 03AI creative generation reduced CPL by 20%
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