Launching a dental clinic in Astana - break-even in 41 days
312 deals of different sizes. By the end of month two, bookings were full a month ahead
A new dental clinic opening in Astana from zero: no patient base, no reviews, no brand awareness. Advertising had a hard task: reach break-even quickly so the clinic's investors would see a profit. The first month is critical: empty chairs cost money every day, and the hole gets harder to climb out of
We launched Google Ads and Meta Ads together 3 days before opening so inquiries arrived from the first working day. Google Ads caught hot searches within a 2-3 km radius of the clinic. Meta Ads introduced the new place with videos of the interiors, the doctors and the equipment. The main mechanic was a first-visit offer: free diagnostics plus professional cleaning at 50% off on the day of the visit. That closed the first transaction through clear value, and service quality did the rest
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Three days before opening
The clinic opened from zero in a new district of Astana with a full range of services (therapy, surgery, prosthetics, implants), no patients, no map reviews and no awareness. Ads went live 3 days before the official opening so that inquiries arrived from the first working day
Google Ads was tied to location: a 2-3 km radius around the clinic, the people for whom it was within walking distance or on the way. Meta Ads introduced the district to the new place with videos of the renovation, interiors and the team. When someone searched for a dentist a week later and saw the Google ad, they had already seen the name in their Facebook or Instagram feed
Month one: fill the chairs
The working mechanic was a first visit with maximum value: free diagnostics and consultation plus 50% off hygiene on the day of the visit. People came for a low-ticket service, saw the quality and stayed for treatment. Meanwhile the first reviews accumulated and word of mouth started
Day 41
Break-even. 41 days after opening, the clinic stopped running at a loss
Months two and three
By the end of month two, bookings were full a month ahead. The first reviews appeared on 2GIS and Google Maps, organic flow started and the average ticket began to grow. From month three the ad budget was cut by 30%, with word of mouth and organic search taking part of the flow
Three months in numbers: a $6,500 budget, 2,800 inquiries, 1,150 bookings and 312 deals of different sizes
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