Bogdan Orthodontics - Case Study

Background

Since 1976, Bogdan Orthodontics, a family-run business, has provided advanced orthodontic care in Bayonne, NJ and the surrounding communities. Dr. Frank Bogdan and his son, Dr. Mark Bogdan along with their important team members have created generations of beautifully healthy smiles. Dr. Frank Bogdan, himself has over 40 years of experience in his field including teaching experience in Europe, Asia, Australia, South America, and the Middle East.

Surviving mainly on word of mouth and traffic from specialized orthodontic treatment websites, Dr. Bogdan needed a dedicated team focused solely on growing his practice through advertising and marketing. After an initial consultation, Jungle Communications was tasked with creating and implementing an entirely new marketing strategy to bring more patients through the door.

Here’s how we did it.

Goals

Effectively track new patient inquiries
Increase patient intake by a minimum of 30%
Increase closing ratio by a minimum of 5%

CHALLENGES

Practice was only open 4 days a week
Targeting an audience who could afford their services
Creating brand champions out of all team members

Strategy

With the practice only being open 4 days a week (Monday, Tuesday, Thursday and Friday) it was imperative each treatment chair was always being used and Bogdan Orthodontics was operating at capacity. To bring more patients through the door we crafted billboard ads, bus ads, tv ads, direct mail ads, a social media strategy and fully designed a new website. It’s no secret that dental care is pricey so our number 1 goal for the website design and all of their advertising was to make the patient feel they could have a smile worth celebrating. And what better way to do that than show off previous patients’ million dollar smiles?

In all of the marketing and advertising efforts we did for Bogdan Orthodontics no paid models were used, we only used their patients to highlight the incredible work they could do. As momentum was picking up from our out-of-office campaigns, we shifted gears to generate the same enthusiasm potential patients felt to the entire Bogdan staff.

To accomplish this we prepared a detailed team presentation to incentivize the entire clinical and administrative staff so they would be invested in both the success of the practice and the success of the Bogdan brand.

Play

60+

New Patients Per Month

85%

Closing Ratio

Results

Within the first 2 years of working with Bogdan Orthodontics we increased their new patient intake by nearly 100% taking them from 35 new patients a month to 60+ new patients a month. In turn we increased their closing ratio from 70% to 85% and effectively tracked where each new patient came from to hone in on which campaign was producing the most leads.

With the increase in new patients we were able to maintain their premium service pricing strategy while helping patients realize the smile of their dreams. Through consistent planning, scheduled meetings, working lunches and festivities with the Bogdan staff we successfully became a part of their family, and had them actively engaged in understanding their importance in the big picture of the practice and their direct impact on the reputation of the brand.

Overall, we positioned Bogdan Orthodontics as the leader in orthodontic care in Bayonne, NJ providing cutting edge orthodontic technologies (DAMON system) to patients searching for their million dollar smile.

“Jungle is the best at everything they do, especially joining the staff and office that they’re working with. We all became one unit and I loved that.”

– Jeanette LeBron

Treatment Coordinator – Bogdan Orthodontics