How We Built Marketing for Premium Dental Clinics from Scratch: 2 Clinics + the Orthodontist’s Personal Practice

Key problems before launch

• advertising was not being run systematically — this was effectively a zero-start situation
• the old website had been lost because the domain was lost
• Instagram was chaotic, with no strategy or clear positioning
• there was no difference between the 2 clinics and the doctor’s personal practice
• managers were answering in Direct without structure or sales logic
• there was no thought-out funnel or system of entry offers

Three different directions existed without a single marketing system and without clear differentiation between them.

Separating 3 directions

We clearly differentiated the positioning:

• Prosmile — comprehensive premium dentistry for adults
• Prosmile Kids — safe and comfortable treatment for children
• Karasaev Clinic — a personal orthodontic practice where patients come to the doctor, not the clinic

Communication was built through specific arguments, not abstract claims like “we are premium”: modern equipment, sedation without general anesthesia, top-level implants, high privacy, and social proof through public clients.

2 websites from scratch

Since the old domain had been lost, we created the websites completely from zero:

• new design and front-end
• a logical structure with pages for key services
• trust blocks and an emphasis on expertise
• a carefully designed path to booking an appointment

The websites became full-scale sales tools rather than just “business cards.”

Instagram and content

We rebuilt content strategy: doctors regularly shared expertise, showed the treatment process, broke down cases, and explained complex things in simple terms. Zhanibek Karasaev appeared as the owner and carrier of the brand values — not constantly, but meaningfully. When a person entered the profile, they immediately understood: this was a different level.

Advertising for the clinics

We launched advertising from scratch: separate campaigns for the adult and pediatric clinics, audience testing, and budget redistribution toward the more profitable directions. We introduced entry offers without discounting: checkups, first consultations, bonuses for the first visit, and service packages. The offer encouraged the decision to visit without devaluing the brand.

Karasaev Clinic — orthodontics

For this direction, we launched only advertising — without a website and without SMM. The focus was one thing: the orthodontist’s personal appointment. Ads emphasized the personal format, many years of experience, predictable outcomes, and aesthetics. Here, the logic was “they come to the doctor,” not “they come to the clinic.”

Managers and Direct

We trained managers to sell in Direct: dialogue logic, response templates, objection handling, and a soft-sales approach for premium services. Marketing activities and seasonal offers were designed to strengthen the brand rather than lower its status.

Result

• a full marketing system built from scratch
• 2 new websites for the adult and pediatric clinics
• structured content and a clear Instagram strategy
• advertising became manageable and profitable
• separate lead generation launched for orthodontics
• managers started working by a clear structure
• promotions no longer devalued the brand