Campaign strategy
Campaign domain definition
Awareness
Increase visibility in the market.
Attention
Increase engagement and connection.
Acquisition
Increase leads and sales.
Adoption
Increase retention and customer lifetime value.
Advocacy
Increase referrals and virality.
Acquisition campaign
PRIORITY ONE
Acquisition is the priority for this 60-day campaign. The clinic needs to replace abrupt discount-led activity with a clear path from first interest to an informed cosmetic consultation. Zazoozoo will connect promotions, treatment education and patient stories, while maintaining the trust and familiarity valued by long-standing neighbourhood patients.
Problem: Campaigns centre on discounts and opening announcements, then stop without education or follow-up for interested patients.
Solution: A 60-day content pipeline that combines trust-building, treatment explainers, comfort content, patient stories and consultation prompts.
Objective: Generate higher-quality leads for priority procedures, improve consultation-to-appointment conversion and create a reusable campaign calendar.
Audience: Existing neighbourhood families seeking reliable ongoing care, plus prospective patients considering higher-value cosmetic treatments.
Tactic: Sequence educational, reassuring and proof-led content across website, social, email, and paid retargeting to guide followers towards a consultation.
Budget: SG$9,500 for 22 production assets, plus SG$6,500 for the 60-day strategy. Production includes 10 social media posts, five 500-word blog posts, four copy or design assets, one photography session and two three-section emails. This provides at least three assets in every 10-day campaign period.
Inquiry insight: The clinic needs to present family and cosmetic dentistry as one trusted practice, rather than separate or competing offers. Prospective cosmetic patients need reassurance about treatment options, timelines, costs and what happens during a consultation. Long-standing local patients should continue to see familiar care, prevention and comfort content alongside cosmetic treatment campaigns.
Audit insight: Discount-led content can attract low-intent enquiries without helping patients understand whether a treatment is right for them. Abrupt campaigns leave interested followers without a clear next step, such as an FAQ, consultation guide, email follow-up or booking prompt. Patient reviews and treatment outcomes need a consistent, ethical structure that builds trust without overstating results.
Research insight: High-value treatment content should lead with a consultation CTA, clear treatment information and realistic expectations, rather than urgency or price alone. Dental content needs a balance of trust, expertise and comfort, with both family and cosmetic services visible across the calendar. All patient stories, treatment claims and before-and-after content require consent, context and review against domestic healthcare advertising rules.
Channel strategy
Channel mix definition
Paid
Drive reach and acceleration through advertising spend.
Earned
Build credibility through third-party validation or media coverage.
Shared
Foster organic amplification through community and social sharing.
Owned
Strengthen consistency and authority with brand-managed assets.
Acquisition campaign
PRIORITY ONE
Owned is the primary channel of the Acquisition campaign. The clinic website, booking journey, email and official social accounts provide the education and reassurance patients need before booking. These channels turn interest in cosmetic treatment into informed consultation enquiries while maintaining visibility for family care.
Platform: Website service pages, booking pages, treatment FAQs, blog, email, Google Business Profile, Instagram, Facebook and official Stories.
Distribution: Five blog posts, 10 official social posts, two emails, four copy or design assets, one photography asset and consultation-focused service modules.
Cadence: One long-form treatment or trust story every 10 days, one to two social posts weekly, and nurture emails in Day 21–30 and Day 51–60.
Shared is the secondary channel of the Acquisition campaign. Permissioned patient stories, local family and wellness partners, and community organisations help prospective patients see the clinic as trusted and approachable. Shared content must protect patient privacy, avoid treatment guarantees and direct interested people towards an informed consultation.
Platform: Patient social accounts, local parenting and wellness communities, schools, neighbourhood organisations and relevant healthcare partners.
Distribution: One consented patient or community partner story per 10-day period, with approved review reposts and local oral-health education collaborations.
Cadence: Collect consent after appointments or community activities, approve all clinical references internally and publish only when context and privacy safeguards are confirmed.
Earned is the tertiary channel of the Acquisition campaign. Consent-led reviews and patient stories provide trusted evidence of care, comfort and communication. They should support treatment education with clear context, rather than make exaggerated outcome claims or replace clinical information.
Platform: Google Business Profile reviews, permissioned patient testimonials and patient Stories or posts.
Distribution: One patient-story social asset in Day 31–40, supported by ongoing review collection after appointments.
Cadence: Request feedback after relevant appointments and publish approved stories only with clear consent and appropriate context.
Paid is the tertiary channel of the Acquisition campaign. If budget is available, paid activity amplifies approved treatment explainers and consultation-focused content to suitable local audiences. Retargeting should focus on people who have engaged with service pages or booking information, not on discount-only messages.
Platform: Meta ads and local Google search placements, subject to clinical and compliance review.
Distribution: Promote one educational social post and run one local retargeting sequence using existing content assets.
Cadence: Begin testing after Day 21. Optimise towards booking-page visits, consultation enquiries and qualified appointment requests.
Content strategy
Content pillars definition
Trust: Your local dental team
Content that introduces the dentists, shows care standards and reinforces the practice’s role in long-term family oral health.
Expertise: Understand your options
Plain-language explainers that help patients understand treatment suitability, process, timelines and expected care.
Comfort: Feel informed and at ease
Reassuring content for anxious patients, consultation guidance and real stories about patient experience.
Acquisition campaign
PRIORITY ONE
This 60-day content programme aligns trust-building, treatment education, patient reassurance and testimonials, moving interested followers towards informed consultations and higher-value appointment bookings consistently over time.
Day 1-10
Meet Your Local Dental Team. A 500-word introduction to the clinic, its two dentists and its approach to family and cosmetic dentistry.
Publish: Day 1. Pillar: Trust. Format: Blog post. Channel: Owned. Platform: Website About or blog page. Style & Structure: Clinic introduction → dentist profiles → family and cosmetic care → approach to patient comfort → booking CTA.
Family Care and Cosmetic Dentistry: What Is the Difference? A carousel clarifying the clinic’s two service lines and how patients can decide where to begin.
Publish: Day 3. Pillar: Expertise. Format: Social media post. Channel: Shared. Platform: Instagram and Facebook carousel. Style & Structure: Family care → cosmetic care → common overlaps → consultation guidance → save CTA.
What Happens at a Cosmetic Consultation? A short-form video reducing uncertainty around the first appointment for a priority cosmetic treatment.
Publish: Day 6. Pillar: Comfort. Format: Social media post. Channel: Shared. Platform: Instagram Reel and Facebook video. Style & Structure: Arrival → discussion → assessment → treatment options → questions → book consultation CTA.
Consultation Booking Module. A website section explaining what patients can expect before, during and after a cosmetic consultation.
Publish: Day 9. Pillar: Comfort. Format: Copy or design. Channel: Owned. Platform: Cosmetic dentistry service page. Style & Structure: Who it is for → consultation steps → questions to ask → booking information → appointment CTA.
Day 11-20
Is [Priority Cosmetic Treatment] Right for You? A 500-word guide explaining what the treatment aims to address, who may be suitable and why a consultation comes first.
Publish: Day 11. Pillar: Expertise. Format: Blog post. Channel: Owned. Platform: Website treatment guide. Style & Structure: Common concern → treatment purpose → suitability → consultation process → realistic expectations → booking CTA.
Treatment Explained: From Consultation to Follow-Up. A carousel outlining the main stages of a priority cosmetic treatment in clear, non-clinical language.
Publish: Day 13. Pillar: Expertise. Format: Social media post. Channel: Shared. Platform: Instagram and Facebook carousel. Style & Structure: Consultation → treatment planning → procedure → follow-up → maintenance → ask-us CTA.
Your Questions, Answered: Is It Safe? An FAQ post addressing a frequent patient question about a priority cosmetic procedure.
Publish: Day 16. Pillar: Expertise. Format: Social media post. Channel: Shared. Platform: Instagram carousel and Stories. Style & Structure: Patient question → clear answer → what affects suitability → consultation reminder → question CTA.
Treatment Explainer Template. A reusable visual template for future service explainers, FAQs and consultation prompts.
Publish: Day 19. Pillar: Expertise. Format: Copy or design. Channel: Owned. Platform: Content production toolkit. Style & Structure: What it is → who it may suit → treatment steps → care notes → consultation CTA.
Day 21-30
A Healthy Smile Is the Foundation. A 500-word guide linking preventive family dentistry and long-term oral health to informed cosmetic treatment decisions.
Publish: Day 21. Pillar: Trust. Format: Blog post. Channel: Owned. Platform: Website education hub. Style & Structure: Prevention → routine check-ups → treatment planning → cosmetic care context → book appointment CTA.
Three Things to Know Before a Cosmetic Consultation. A short video helping patients prepare for an informed, low-pressure first conversation.
Publish: Day 23. Pillar: Comfort. Format: Social media post. Channel: Shared. Platform: Instagram Reel and Facebook video. Style & Structure: Your goals → your oral health → your questions → what the dentist will explain → booking CTA.
Why We Discuss Options Before Treatment. A post showing the clinic’s transparent approach to treatment choices, expected timelines and care planning.
Publish: Day 26. Pillar: Trust. Format: Social media post. Channel: Shared. Platform: Instagram carousel and Facebook. Style & Structure: Patient goals → assessment → options → clear plan → consultation CTA.
Your Cosmetic Consultation Guide. A three-section nurture email for patients who have engaged with cosmetic treatment content but have not booked.
Publish: Day 29. Pillar: Comfort. Format: Email. Channel: Owned. Platform: Email marketing platform. Style & Structure: What to expect → questions answered → how to book → consultation CTA.
Day 31-40
A Patient Story: Feeling Comfortable at Every Step. A 500-word, consented patient story about trust, communication and treatment experience.
Publish: Day 31. Pillar: Comfort. Format: Blog post. Channel: Owned. Platform: Website patient stories page. Style & Structure: Starting concern → consultation experience → treatment context → patient reflection → individual-results note.
What Patients Value Most. A testimonial carousel presenting a consented review alongside a short explanation of the relevant service.
Publish: Day 34. Pillar: Trust. Format: Social media post. Channel: Earned. Platform: Instagram and Facebook carousel. Style & Structure: Patient quote → service context → care approach → individual-results note → booking CTA.
A Welcoming Visit. A photography set featuring the dentists, reception, consultation areas and calm details that reduce patient anxiety.
Publish: Day 38. Pillar: Comfort. Format: Photography. Channel: Owned. Platform: Website, Google Business Profile and social asset library. Style & Structure: Reception → team interaction → consultation space → clean clinical setting → warm, natural imagery.
Day 41-50
Dental Anxiety: You Are Not Alone. A carousel offering calm, practical reassurance for patients who feel nervous about dental visits.
Publish: Day 42. Pillar: Comfort. Format: Social media post. Channel: Shared. Platform: Instagram and Facebook carousel. Style & Structure: Normalise anxiety → what to tell the team → what to expect → comfort options → book visit CTA.
When Should You Ask About a Smile Upgrade? A short video explaining when patients may benefit from discussing cosmetic options with a dentist.
Publish: Day 45. Pillar: Expertise. Format: Social media post. Channel: Shared. Platform: Instagram Reel and Facebook video. Style & Structure: Common motivation → oral health assessment → options discussion → realistic outcomes → consultation CTA.
Dental FAQ Template. A reusable format for clear responses to recurring family and cosmetic treatment questions.
Publish: Day 49. Pillar: Expertise. Format: Copy or design. Channel: Owned. Platform: Content production toolkit. Style & Structure: Patient question → plain-language answer → treatment context → comfort note → contact CTA.
Day 51-60
How We Plan Care Around You. A 500-word guide showing how the clinic considers oral health, patient goals, comfort, timelines and maintenance when discussing treatment.
Publish: Day 51. Pillar: Trust. Format: Blog post. Channel: Owned. Platform: Website education hub. Style & Structure: Patient goals → clinical assessment → options → treatment plan → long-term care → consultation CTA.
Ready to Discuss Your Options? A social post inviting patients to book a consultation for a priority cosmetic treatment, without discount urgency.
Publish: Day 53. Pillar: Expertise. Format: Social media post. Channel: Shared. Platform: Instagram and Facebook carousel. Style & Structure: Treatment question → what consultation covers → what to bring → booking CTA.
Your Next Step Starts With a Conversation. A three-section follow-up email for cosmetic treatment prospects, combining reassurance, service information and a clear booking action.
Publish: Day 56. Pillar: Comfort. Format: Email. Channel: Owned. Platform: Email marketing platform. Style & Structure: Reassurance → consultation benefits → booking details → appointment CTA.
Testimonial and Consultation Template. A reusable layout pairing approved patient feedback with treatment context, care notes and a consultation call to action.
Publish: Day 59. Pillar: Trust. Format: Copy or design. Channel: Owned. Platform: Content production toolkit. Style & Structure: Patient experience → service explanation → realistic-result note → booking CTA.
View the full set
Dental Clinic Guideline
A domestic dental content guideline that aligns family and cosmetic storytelling around trust, expertise and comfort, attracting high-value…
