About Clinica Dr. MELNIC (Bucharest, Romania) & The Challenge
In 2017, Clinica Dr. MELNIC was a small, full-service dental practice in Bucharest operating out of a single location. The clinic had under 10 staff members, relied entirely on organic SEO, and generated under 2 million RON in annual turnover.
Their online presence was minimal — no social media activity, no advertising campaigns, and a website filled with keyword-heavy content that offered poor UX and outdated visuals. While they ranked for a few strategic terms, growth was unpredictable and entirely dependent on Google’s algorithm.
Their ambition? To scale their clinic into one of Bucharest’s most recognized luxury dental brands.
The strategy
We knew that relying on SEO alone — especially with a weak digital brand — would never allow the clinic to scale in a controlled, repeatable way.
Our first move was to eliminate the €700/month SEO retainer and redirect that budget into high-performance Google Ads. Social media advertising wasn’t viable yet, given their lack of presence and visual assets, so we focused entirely on Google’s intent-driven ad platform.
We didn’t waste time waiting for a perfect website. Instead, we maximized what was available — allocating the entire budget toward campaigns to prove ROI fast. Once results were in, we’d re-invest in a proper website rebuild. And that’s exactly what happened.
The Execution
From 2017 to 2020, we scaled performance campaigns month over month — testing, iterating, and constantly seeking new angles.
- We explored every ad type available in Google Ads: search, local, display, performance max.
- With Bucharest’s ad space flooded by “All-on-4” and “All-on-6” dental implant campaigns, we avoided direct competition.
- Instead, we launched smart entry-point campaigns, like periodontitis treatment — targeting patients earlier in the treatment journey, leading them toward higher-ticket services like implants.
- These patients were easier to acquire, less contested, and converted better long-term.
By 2020, campaigns were generating enough predictable revenue to fund a full website redesign, which we launched to match the brand’s evolution into a luxury dental provider.
The Results
Our work with Clinica Dr. MELNIC has delivered measurable growth across every critical business area — from new patient acquisition to revenue scaling, team expansion, and brand elevation.
What started as a campaign to fill empty chairs evolved into a full-scale growth engine — one that now supports three premium dental clinics in Bucharest, a team of 30+ staff, and a thriving brand with a loyal, high-value patient base.
Growth Milestones:
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Phase 1 — Build Data, Fill Chairs
In the early stages, our goal was simple: generate enough bookings to stabilize operations and create historical data for campaign optimization.
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Phase 2 — 30 New Patients/Month
Once their second building was acquired, we doubled our goal to 60+ monthly patients to support expansion and new hires.
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Phase 3 — 80 New Patients/Month
As additional specialists joined the team, we scaled our campaigns again to keep calendars full and operational efficiency high.
Strategic Support Beyond Ads
We didn’t just run campaigns. We became strategic partners — helping Dr. MELNIC implement systems like:
- Review collection protocols at the front desk
- Budget forecasting tied to patient capacity
- Social media growth strategy (now 27K followers on Facebook, 2K+ on Instagram)
- Continuous ad testing, tracking improvements, and full-funnel alignment
Even during the pandemic, when most clinics paused advertising, we pivoted toward promoting urgent care services — maintaining patient flow and minimizing losses despite external constraints.
Why It Worked
Most agencies would’ve pushed for a website overhaul first. We did the opposite — because we understood what Dr. MELNIC needed most in the beginning: patients, fast.
By focusing the budget on performance campaigns from day one, we built momentum quickly, generated historical data, and proved ROI early. That success funded the next evolution — and when it was time, we delivered a complete brand transformation online.
In 2020, we launched a new website tailored for conversion, mobile responsiveness, SEO structure, and a premium patient experience. It didn’t just look great — it worked. Today, it stands out as one of the most professional, high-performing dental websites in Romania.
Our deep understanding of dental buyer behavior, patient urgency cycles, and competitive positioning gave Dr. MELNIC the edge in one of the most saturated markets in the country.
Clinica Dr. Melnic
DR. MELNIC
Founder
Where They Are Now
Clinica Dr. MELNIC is now recognized as a top-tier dental provider in Bucharest. Their three modern clinics serve thousands of patients each year, backed by a loyal staff and a brand patients trust.
They’ve built an in-house team to handle front-desk operations, reviews, and internal systems — while continuing to rely on us for strategic growth, campaign management, and ongoing digital performance.
And we’re still scaling. With paid media, content strategy, and digital infrastructure all aligned, the next chapter is already in motion.
