The CEO of Dogulin Digital on the agency’s request for dental marketing

Dogulin Digital was established in 2012 by Nicolas Dogulin, CEO and Director. With his background in computer science, he first established Dogulin Digital as a web development company.

From there, the company branched out into digital marketing, SEO, Google Ads, and social media to drive traffic to the websites it built.

Dogulin spoke to Media week on the agency’s focus on dental marketing, the impact of the pandemic on the business and being part of the AAMI.

The agency’s focus on dental marketing

The CEO shared that in 2016, a good friend of his asked if he could provide marketing services for his dental practice, as he has done for other businesses.

“At the time, I didn’t even know dental marketing was a thing. We took them (a friend of Dogulin’s practice) from 20 new patients per month to 90 new repeat patients per month, which was great. That’s when I created Dental Rank. We then made the cover of industry magazines and podcasts and got our name out there.

Dogulin explained that the agency works with one dental practice per suburb, helping them get exposure on Google and social media platforms to increase their number of new patients.

“We take care of all their marketing and let them do what they do best, which is dentistry. We try to help them not have to worry about marketing and we help them create the practice of their dreams,” he said.

As CEO, Dogulin handles high-end sales, partnerships and overall strategy. He leads a team of 23, with most staff working remotely in the Philippines alongside the Australia-based team.

Dogulin Digital, its customers and its recent gains

Dogulin Digital specializes in patient acquisition for the dental practices it represents through SEO, Google AdWords and Google My Business Management. The agency also handles reputation management, web design, development, email marketing, social media marketing, and advertising.

Eco Spill and Central Glass and Aluminum have been among the agency’s main clients since its launch. On the dental side, some clients include Whitehorse Dental in Melbourne and Warnervale Dental in Sydney.

Recently, the agency has helped some of its client practices increase the number of new patients through their strategic work. Dogulin explained that the increased number of patients adds to the practice’s capacity, moving them from a single chair to a two- and three-chair practice.

“We help them through our strategies to attract new patients and therefore attract more clinicians, which means more revenue for them,” he added.

The impact of the pandemic on Dogulin Digital

Dogulin noted that the company and its customers have generally held up well during the pandemic. He noted that their clients in event and commercial spaces had changes to their management fees.

The CEO shared, “We would reduce their management fees with us and their expenses. Some, we credited for three months or whatever we could do to help them, and then we pick things up when it’s kinda calmed down.

But on the dental side of the business, Dogulin said the first three months of the pandemic were a difficult time for the agency.

“People weren’t going to the practices, or the dental practices themselves were closing because they weren’t safe. But about three or four months later we realized it was an essential service for them to stay open,” he said, noting that only general dental care was being provided.

Digital dogulin

Dogulin noted that as an agency, they realized that people stuck at home during the pandemic would be more active on social media.

“We focused our energies on social media and making sure they were trying to stay top of mind with their patients and audiences – making sure people brushed their teeth at home and used the dental floss. Just because they’re not in a routine doesn’t mean they have to stop that oral hygiene,” he said.

The CEO noted that the campaign worked well with their principle of working with one practice per suburb and per referral.

“Anyone who starts working with us has to call three firms we work with to make sure we’re doing a good job and that it would really suit them. They have also worked well during the pandemic, as it has allowed us to better connect with our audience,” he added.

Outlook for the coming year

Looking to the coming year, Dogulin noted that the agency is focused on offering software as a service.

“All the offerings we had before, we’re implementing software so our clients can have all their marketing in one place, which will handle all web chat, all review management, patient tracking, bookings everything in one place,” he said.

About the IMAA

Dogulin Digital was among the influx of agencies that joined IMAA in 2021.

The CEO says being part of the industry body has been “wonderful” and has given him the opportunity to meet other agency owners and share discussions about the trials and tribulations of management of their businesses.

“It’s great to hear that we’re not alone in this,” he said of the community.

The agency director also praised the IMAA for hosting industry networking events and regular guest sessions by the CEO Sam Buchanan. Dogulin said of the sessions, “we learn very specific strategies within our industry.”

Dogulin added, “I think IMAA is great and more agencies should seek to join.”

Top Image: Nicholas Dogulin


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