Baitner Pediatric Dentistry

Stalled Instagram Growth Despite Consistent Posting
Although Baitner Pediatric Dentistry maintained a regular content schedule, organic growth on Instagram remained sluggish—rising just 1.7% over six months. Their efforts weren’t translating into meaningful follower expansion or discovery by new families.

Declining Performance in Paid Campaigns
While organic visibility slowly improved, paid reach began to dip. The drop in ad performance limited the practice’s ability to amplify content and connect with new prospective patients through Meta’s paid ecosystem.

Lack of New Audience Engagement
Most likes, comments, and shares came from existing followers, with minimal traction among new users. This created an echo chamber effect, stalling community growth and reducing the impact of promotional campaigns.

Platform Misalignment in Content Strategy
A uniform content approach was missing the mark. Facebook followers responded best to team-focused photos and behind-the-scenes content, while Instagram users were more drawn to Reels and short-form video. Without a platform-specific strategy, the practice was leaving engagement opportunities on the table.

Platform-Specific Content Strategies
Recognizing that Facebook and Instagram serve different audiences with unique content preferences, we developed distinct strategies for each. Facebook content leaned into team culture and family moments, while Instagram prioritized short-form videos and Reels to drive broader discovery and visual engagement.

Community-Driven Storytelling
We highlighted team milestones, patient celebrations, and local events to foster authenticity and emotional connection. This community-first approach helped humanize the brand and build trust with current and prospective parents.

Hashtag Optimization & Interactive Campaigns
To attract non-followers and increase organic visibility, we implemented a hashtag strategy tied to relevant pediatric, dental, and local community trends. Interactive formats—like polls, Q&As, and emoji sliders—boosted engagement and extended reach beyond existing followers.

Performance-Led Paid Media Strategy
Paid efforts were continuously refined through A/B testing and real-time performance monitoring. Budget was strategically shifted toward high-performing content types—particularly video—to maximize reach, reduce cost-per-engagement, and attract new patient interest at scale.

To elevate Baitner Pediatric Dentistry’s digital presence and boost patient engagement, we deployed a multi-channel strategy focused on content interactivity, targeted reach, and data-driven ad optimization.

Boosting Engagement Through Interactive Content
We introduced high-engagement formats such as Q&A sessions, polls, and contests—designed to spark two-way conversations and increase dwell time on both Facebook and Instagram. These formats encouraged audience participation and signaled stronger relevance to platform algorithms.

Expanding Reach with Strategic Tactics
To drive visibility beyond current followers, we optimized Instagram hashtags around trending pediatric and community topics, collaborated with local accounts, and encouraged shares and comments on Facebook to increase organic reach across local parent networks.

Refining Paid Ads for Maximum ROI
We reallocated ad spend toward high-performing video formats, which consistently outperformed static content in both engagement and conversions. Simultaneously, we ran A/B tests to fine-tune audience targeting—adjusting demographics, interests, and behaviors to lower costs and increase click-through rates.

Doubling Down on What Worked
Using performance insights, we scaled top-performing content themes. On Facebook, “Meet the Team” posts helped build personal connections and establish trust, while on Instagram, reels highlighting seasonal promotions and local events kept the content fresh, timely, and shareable.