This updated strategy reflects Sharon's feedback: more real clinic visuals, more personalised patient-journey storytelling, and a stronger focus on the warm, non-franchised experience patients receive at Ellen Stirling Dental.
The campaign should help people understand what it feels like to visit Ellen Stirling Dental before they enquire, with clear next steps and calm, AHPRA-safe messaging.
Show the welcome at reception, the consultation process, treatment-room experience, and the care patients receive throughout the visit.
Use real clinic photos and footage wherever possible for the September to November campaign. Keep AI-generated visuals to a minimum.
Use warmer creative to improve click quality, then introduce calm enquiry-led ads once Traffic signals are clearer.
Address nerves, cost questions, uncertainty, and delayed bookings with a local, no-judgement tone.
These details help us build the professional shoot list and the September to November creative rollout clearly and practically.
The clinic is planning another professional video shoot, but the date still needs to be confirmed. Once confirmed, we can map the full patient-journey scenes properly.
For September to November, we should use real clinic visuals wherever possible: reception, team, treatment rooms, exterior signage, and simple phone clips. This gives the campaign a more genuine and personal feel.
We need to know which dentists, reception team members, and staged patient scenarios are available, plus any consent requirements for identifiable people.
Before judging Lead Gen performance, confirm form submission events, where enquiries go, who receives them, and how quickly follow-up happens.
The strongest opportunity is to film natural, personal, experience-led moments: welcome, consultation, care, team interaction, and next steps.
Every stage has a clear purpose: launch with patient-journey creative, use the professional content library, then optimise Traffic and Lead Gen from real performance signals.
Launch the new direction with real clinic creative, patient-journey messaging, and video-led assets.
Use professional or real clinic footage to show the welcome, consultation, and next-step experience.
A team member explains the welcome, consultation, and options conversation without repeating the existing treatment-question graphics.
Use a short staff-led clip to make the clinic feel familiar, warm, and personal.
Introduce a calm consultation prompt once Traffic creative has started building signals.
Use September performance signals to refine Traffic and Lead Gen creative around the strongest patient concerns.
Create a second variation of the best September patient-journey video or hook.
Keep the reassurance angle active if it earns warm Traffic or enquiry signals.
Refine the real-footage Lead Gen ad around enquiry quality and follow-up feedback.
Keep winners active, pause weak ads, and brief the next refresh.
Use two months of campaign signals to decide what to keep, refresh, scale, or retire.
Create new variations from the best-performing September and October hooks.
Review which service and experience-led messages created the strongest patient interest.
Check whether leads are suitable and whether follow-up is supporting bookings.
Summarise what to scale, refresh, or change heading into December and the next campaign phase.
Every ad should be clear within one to three seconds and should focus on one patient concern, one message, and one next step.
What happens when you visit, from reception to consultation and next steps.
Local Ellenbrook family dental care that feels personal rather than corporate.
Messaging for people who have delayed booking or feel nervous about coming in.
Simple explanations around suitability, process, cost questions, and what to discuss first.
Once the clinic confirms the shoot timing and available real visuals, the team can build the September to November campaign around video assets and patient-journey creative.
The tone should stay warm, calm, local, and choice-led.