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UX/Graphic Designer

Snoqualmie Valley Orthodontics

Project Overview

The Practice’s Goals

  • Improve social media
  • Automate repetitive tasks
  • Improve internal marketing
  • Website redesign

Discovery

Market & Positioning

I entered into this role when the company was in the Maturity Phase, so I knew that my role as a Product Marketing Manager would involve research, strategy, and feedback.

Competitor Analysis:

  • Competitors differentiate via tech, treatment times, customer experience, pricing, and location

SVO Positioning:

  • Our office uses the most up to date tech and orthodontic practices
  • Flexible payment plans and financing
  • 5 stars on Google Reviews- Excellent customer service
  • All ages are welcome from children to adults
  • No Referral required
  • Convenient location, only practice open 4 days a week in the area
  • Online scheduling, payments, and patient resources
  • Remote monitoring for 24/7 emergencies anytime, anywhere
  • Personalized treatment plans with lot’s of options

Where does our Buisness come from?:

  • Professional Referrals (98%)
  • Nonprofessional Referrals
  • Google
  • Social Media
  • Mailers

Discovery

Demographics

Most of the practice clientele uses Facebook and Instagram. Using the Meta business suite, I was able to define our target audience.

  • 25% of our patients are adults who want to correct their bites
  • 75% of our patients are children (7-18 years of age) of adults who are aged between 35 and 54 years of age.

Activity: 

  • Active between 6:00am – 6:00pm
  • Highest around 8:00am and 4:00pm

Discovery

User Journey

In order to improve our marketing, I had to identify our main barriers to entry for prospective patients. The two pain points that I identified were:

  • Initial contact
  • Post consultation

Virtual Outreach

Easier Onboarding

View linktree

Book an Appointment faster:

  • Linktree with access to online booking, website, social media, and patient resources.
  • QR codes on marketing materials direct prospects to the linktree and give access to everything.
  • Immediatley enable prospecvtive patients to book an appointment.

Onboarding Process Reduced:

  • Exposure to SVO via marketing / referral / social media
  • Book Appointment

Consultation Follow Up

    • In office Slideshow to advertise our positioning, results, and common appliances used during treatment
    • In office personalized handout with positioning and next steps
    • In office book with images of appliances and results to provide Dr. with visuals for treatment explanations.
    • After visit automatic email with next steps and positioning

    Content Creation

    Social Media

    Increase Socail Media Presence

    I created a schedule using FigJam to keep my posts on track and plan ahead on what content to create and what events to run. 

    • Post Educational content and Results
      (previously only results)
    • Increase scheduled posting
      (Previously on Thursday at 4:00pm and Sunday at 8:00am)
    • Increase Engagement
    • Posting alone was not enough, need to incentivize with rewards

    Planned Incentives for October

    • Internal: Follow us for a free sticker
    • External: Like, Comment, Follow, and tag 3 people to for a chance to win a Boo Basket
    View Instagram Page

    Analytics

    Results

    Breakdown

      • The educational content that I am posting is doing well on Instagram, and not so great on Facebook
      • Facebook does seem to be the best place for advertizing though

      I will continue to monitor trends like these to further improve and develop strategies to improve our new patient conversions. 

      Legend

        • Top row: Instagram
        • Bottom Row: Facebook

        July 2024

        August 2024

        ProfilePicture

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        Reach out to ask me questions, chat about your ideas, or to share some feedback!

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