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Case Study: How a Dental Practice Built Local Awareness with CTV Advertising

briefs/2025-06-17-dental-practice-ctv-case-study.md · brief · 1 versions

Case Study: How a Dental Practice Built Local Awareness with CTV Advertising

Article Brief

Publish Date: 2025-06-17 URL Slug: dental-practice-ctv-case-study Category: Case Study Funnel Stage: MOFU Strategy: Gap Target Word Count: 1,200-1,500

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Subtitle

How Kaimuki Dental used streaming TV to become a familiar name in their community

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Target Reader

Dental practice owner, dental marketing manager, or healthcare marketer looking for growth strategies beyond SEO and referrals. Skeptical of inflated marketing claims.

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Keywords

Primary Keyword: "dental practice TV advertising"

Secondary Keywords:

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Search Intent

Consideration—needs proof for specific industry, but wants realistic expectations.

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Framing: CTV as Awareness Channel for Healthcare

Key message: For dental practices, CTV builds the trust and familiarity that leads patients to choose you when they need a dentist. It's not about immediate appointments—it's about being the practice people already "know" when they search for a dentist.

Realistic expectations:

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Article Outline

  1. Introduction: Kaimuki Dental's challenge (competitive market, need for differentiation from chains)
  2. H2: Why They Chose TV Advertising (healthcare = trust, TV builds credibility)
  3. H2: The Campaign Strategy (targeting local families, geographic focus, evening viewing)
  4. H2: The Creative Approach (building trust, warm and professional, clear CTA)
  5. H2: Campaign Details

- Budget: $600/month for 4 months (~$2,400 total) - ~80,000 impressions over the campaign - Targeting: 10-mile radius, household targeting

  1. H2: The Results

- Awareness indicators: - Increase in new patients mentioning "I saw your commercial" - 30% increase in branded Google searches - Improved inquiry quality (more serious inquiries, fewer price shoppers) - Business impact: - 20-25% increase in new patient inquiries over 4 months - Higher-quality leads (patients who already felt familiar with the practice) - Honest framing: Attribution is difficult in healthcare; these are directional indicators

  1. H2: ROI Perspective (cost per new patient inquiry, lifetime value context)
  2. H2: What Worked and What They Learned
  3. H2: Advice for Other Dental Practices
  4. CTA: Build awareness for your dental practice with Adwave

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Adwave Integration Notes

Feature Kaimuki Dental case prominently. Focus on trust-building aspect of TV for healthcare. Be honest about results—healthcare marketing is long-term.

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Research Sources

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Competitive Context

Most dental marketing case studies are about SEO or Google Ads. TV case studies are rare and often exaggerated. Opportunity to be honest and helpful.

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Special Notes

⚠️ REQUIRES CUSTOMER INTERVIEW - Referenced on homepage, need full story.

Tone guidance: Healthcare case studies need extra credibility. Don't oversell. Patients don't make dental decisions impulsively—acknowledge that reality.

Numbers to use:

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Required Elements

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Pre-Writing Checklist

Draft Checklist

Quality Checklist

Version history