Case Study
Aesthetic Advantage
2023
Problem:
Aesthetic Advantage, a premier provider of Advanced Continuing Education courses for Cosmetic Dentistry, held at The Rosenthal Institute at NYU College of Dentistry, lacked a proper approach within their digital marketing strategy. Their social media presence was limited due to inaccurate branding, failing to convey the sophistication and expertise inherent in their programs. Moreover, inconsistency plateaued their follower growth. All of these missing elements hindered their ability to utilize social media platforms to increase registrations for their courses and sales for their founder Dr. Larry Rosenthal's book, "Open Wide(r)."
Solution:
Parlato Marketing Solutions stepped in to address Aesthetic Advantage's digital marketing flaws with a comprehensive strategy tailored to their unique needs. Recognizing the importance of branding, consistency, and regular engagement, we implemented several key initiatives.
We conducted a thorough audit of Aesthetic Advantage's social media presence and developed a cohesive branding strategy that aligned with their image as a leader in cosmetic dentistry education. This included refining their visual identity in graphic design and video editing, tone of caption scripting, and content themes to better resonate with their target audience of dentists seeking advanced education. We constructed a content plan that allowed consistency in the pages’ publications, feeding the algorithms in place, as well as keeping the online community engaged. To drive traffic and conversions, we employed directory strategies, directing potential customers to Aesthetic Advantage's website for course registrations and to purchase Dr. Larry Rosenthal's book. This included optimizing directory landing pages, leveraging partnerships with Aesthetic Advantage sponsors and participating doctors, and utilizing targeted advertising strategies.
Result:
The implementation of Parlato Marketing Solutions' comprehensive digital marketing strategy yielded impressive results for Aesthetic Advantage.
Aesthetic Advantage's Instagram page witnessed a substantial increase in followers, with hundreds of new dentists joining their community. This growth not only expanded their reach but also enhanced their credibility and authority within the industry. Our content strategy led to the organic outreach of tens of thousands of accounts, significantly amplifying Aesthetic Advantage's visibility and brand awareness among their target audience. Through effective directory strategies, we generated hundreds of user visits to Aesthetic Advantage's website, resulting in a notable uptick in dentists registering for their courses. Additionally, sales of Dr. Larry Rosenthal's book, "Open Wide(r)," saw a significant increase, driven by our strategic placement of Amazon links and targeted promotional efforts.
