What was the scope of their involvement?
Fruition built out the entire website, from the page for Tru Family Dental to each individual practice location. We’re in different geographies, so there was the main site, and also one for the all the subs. We grow through affiliation, meaning we buy other offices. When we do that, we’ve got a model to get that practice up to speed pretty quickly. We have a professional photographer come by, drop those photos in, create the social media pages across Facebook, Twitter, Google+, etc., and then get off and rolling with a PPC campaign. We immediately start tracking our keyword SEO ranking across a span of 75 or more keywords, and then it’s off to the races. That’s how we put it all together out of the gate.
Tru Family is three years old, and Fruition was here from the beginning. We had three or four offices at that time. Once we figured out the brand and everything, Fruition went out and built the website and all the pages. For any new office we acquire, it’s now a temple. You just change the city, location, photos, and team member information, and you drop it in. That helps us to scale efficiently.
There’s a social media manager who spends time with us. We’ve got a dedicated development manager, and then a dedicated PPC manager. So, all those channels are handled; social, online, and then the PPC. Additionally, there’s a fourth team member who is a business manager, making sure we’re looking at our spend per patient acquisition online through different channels. That’s the whole package, and we get full access to everyone. We have to continually evolve, so as we change the way we monitor calls or new pieces of collateral going out either in practice or mail, Fruition is there, helping to design and set up the correct analytics behind it. Once we send it out and capture data, they review that.
We really wanted to have a lot of access to data from a dynamic number insertion perspective, with the different properties we have. That technology is in there. We’re able to pull reviews from our individual Google+ pages to the web chat automatically with a plugin. We have a practice management software that we use. As a medical provider, there’s insurance, billing, all these other things that are connected together. That captures the patient information once they come. The leads are directed to a call center. We’ve actually built a plugin into the website to allow patients to complete their health history online versus having to print out the papers and then scan it. Those are some of the little bits and pieces in terms of tech that’s placed in.
How did you come to work with Fruition?
I’ve known of Fruition for a period of time through friends. I knew of their experience in multi-unit health care marketing. Once we got this thing off the ground, I wanted to reach out to them early. I wanted to make sure we were getting a provider that knew what they were doing in multi-unit health care.
How much have you invested with Fruition?
When I look at what I spend with them for support, ongoing SEO monitoring, and development, then what my PPC spend is, we’re best-in-class for our industry. I know what our industry dynamics are for the cost to get a patient in the chair, and the ROI is favorable to a high degree.
What is the status of this engagement?
We started working together around January of 2015, and our relationship is ongoing.
Their work has increased social traffic and inbound phone calls. The well-rounded team maintains strong people and technical skills, enabling them to meet customer needs in many different areas. They take ownership of their work and care about long-term success, not just their financial gain.