Digital Marketing Strategy to Attract New Customer for Dental Clinic (Case Study: Bandung Dental Center)

Abstract

Recently, there has been a growing interest in online marketing within the healthcare industry, including dental care. Utilizing the internet and social media platforms has become crucial for reaching the target audience effectively. While positive word-of-mouth remains significant for dental clinics, having a strong online presence and an appealing website can greatly contribute to attracting new patients. Bandung Dental Centre aims to enhance its services and compete with other clinics through digital marketing. The general manager of Bandung Dental Centre expressed dissatisfaction with the clinic’s performance, observing a decline in the number of patients which has resulted in stagnant revenue growth. The author conducted a survey among 52 customers to evaluate the influence of the internet and social media on their decision to visit dental clinics. The survey results highlight customer service as the most influential variable, while the clinic’s reputation and dentists had a negative impact on customers. Therefore, these aspects require evaluation and improvement. The author provides recommendations to enhance Bandung Dental Centre’s digital marketing strategy, including Instagram Optimization, SEO improvement, Google Maps optimization, and the possibility of hiring a digital marketing agency. Furthermore, an implementation plan was developed to guide BDC staff in executing these strategies, even without a specific budget for hiring a digital marketing agency.