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Dental Clinic: +298 Monthly Leads

Case data Promotion features From hypothesis to LP creation ROI and key indicators Results of implementing speech analytics and website optimisation Graph screenshots: Website: https://drelmar.ru/ Industry: Medicine (dentistry) Location: Moscow Geography: Russia Project start: 2023 Result: sales conversion increased fr

Preserved from an earlier website era Case study August 31, 2025

Case data
Promotion features
From hypothesis to LP creation
ROI and key indicators

Results of implementing speech analytics and website optimisation

Graph screenshots:

Website:

https://drelmar.ru/

Industry:

Medicine (dentistry)

Location:

Moscow

Geography:

Russia

Project start:

2023

Result:

sales conversion increased from 5% to 9.5%

Result:

website conversion increased 3.5 times

Result:

attracted 298 new applications

Reducing operational workload to test new development strategies

Implement CRM to automate and track applications

Set up end-to-end analytics across all channels

Optimise sales department performance

Make processes transparent and measurable

Attract new clients through digital channels

4 key challenges at the start of the project

Dependence on Personal Connections

Client base formed only through acquaintances and doctor's reputation.

Website Didn't Attract New Patients

Web resource wasn't adapted for converting visitors into clients.

No Sales Regulations

Department worked without scripts or procedures, losing potential clients.

Low Manager Engagement

Staff weren't motivated for active service sales.

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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

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Results of the work carried out

Thanks to the implementation of end-to-end analytics, website optimisation and sales department setup, we built a transparent sales funnel, significantly increased the number of applications, while reducing time spent on routine tasks.

3.5x website conversion growth

From 1.2% to 5% on organic and up to 8% on paid traffic

+90% sales conversion

Increase from 5% to 9.5% with zero initial process setup

298 new applications

Attracted 298 quality leads and 38 premium procedures

100% sales transparency

Implemented CRM, scripts, call tracking and employee analysis