We began working with the client in 2020.
Our first step was to develop a user-friendly one-page website tailored for dental practice.
Then we focused on Instagram.
We set up and branded the Instagram account, then took over full management and promotion. Result: over 1,500 targeted followers gained.
To stand out in a competitive field, we focused on authentic photo content.
At first, we debated whether to post real Before & After images of dental work — especially close-ups of patients’ teeth. This kind of content seemed at odds with the polished visuals typically seen on social media. But the response proved us right: the audience welcomed this honesty.
The main specialization of Dr. Zolotaev is full-mouth rehabilitation, the complete replacement of the dental arch. That’s why, for potential clients, photos of teeth and treatment results became a kind of therapy. People saw that the doctor could find an approach even in the most difficult cases. They realized that any 'Before' could be turned into an 'After' — and that they could smile again.
In spring 2022, we shifted focus and moved to VKontakte.
We set up the community, started making posts, and launched targeted advertising.
We focused on sincere content and a variety of post formats.
We tried writing posts in different styles: over time, we found the right tone of voice, which allowed us to stand out from competitors. We made the writing style as close as possible to the doctor’s natural speech: we chose to speak honestly and openly, even a bit sharply. We talked not only about the positive aspects of treatment.
This approach inspired trust. Followers felt that the community’s author was a real person with their own communication style. With this tone, it became much easier to schedule and actually attend an appointment — even for those who had postponed visiting the dentist for years.
From time to time, we organized photo shoots with the doctor to refresh the content supply for posts.
Active posting, authentic content, and targeted ads allowed us to meet the client’s business goals:
- Increase the community’s audience;
- Create a positive image of Dr. Zolotaev’s dental practice;
- Boost follower engagement.
We attracted more than 1,800 followers to the VK community through targeted advertising.
We ensured stable audience growth over several years.
The most effective creative in ads was about dental implantation.
Figures and results:
- VK account managed from: March 2022 — December 2024 (34 months).
- Advertising budget: ₽340,000.
- Average cost per follower: ₽169.
- Followers at the start: 0.
- Followers by the end: 1,800.
- New followers during the period: +2,014.
- Unfollows during the period: −174.
- Posts published: 562.
- ER (Reach): 3.47%.
- ER (Views): 2.50%.