Marketing Manager

DIGITAL MARKETING & GROWTH AGENCY

Scope of Work & Responsibilities

Multi-Site Private Dental Group

1. Overview

We are seeking a proactive, commercially focused digital marketing agency to take responsibility for the digital marketing, online presence, patient acquisition and measurable growth of our expanding group of private dental practices.

Our current practices include:

• Putney Hill Dental – Putney

• Ridgway Dental – Wimbledon Village

• Beverley Dental – Raynes Park

• Wathen Road Dental & Implant Practice – Dorking

• ABC Dental – Cobham

• Future practice locations – As the group continues to expand

Each practice has its own brand identity, patient demographics, treatment priorities and commercial objectives.

We require an agency capable of developing and executing individual strategies for each practice while providing consistent reporting, technical oversight and accountability across the group.

Our primary objective is to generate profitable new patient acquisition and treatment revenue through measurable, data-driven digital marketing.

We are not looking for an agency that simply produces content, manages advertising campaigns or provides reports showing clicks and impressions.

We require an agency that takes ownership of performance, implements improvements proactively and demonstrates how its activities contribute to actual patient bookings, treatment starts and revenue.

2. Allocation of Responsibilities

We envisage the agency's responsibilities being divided into four principal areas.

| Area | Allocation |

|---|---:|

| Paid advertising and lead generation | 40% |

| Websites, SEO, AI search visibility and content | 25% |

| Analytics, tracking and commercial reporting | 25% |

| Strategy, testing and coordination | 10% |

These percentages represent our expected distribution of focus and responsibility rather than fixed time allocations.

3. Paid Advertising & Lead Generation

40% of Agency Focus

The agency will take responsibility for developing, implementing and optimising paid digital advertising campaigns across the group.

Google Ads

Responsibilities include:

• Full management of Google Ads accounts across all practices.

• Campaign creation, optimisation and ongoing management.

• Keyword research and competitor analysis.

• Search term analysis and negative keyword management.

• Advertising copy development and testing.

• Campaign targeting by geographical location, treatment and patient demographic.

• Conversion tracking and offline conversion integration.

• Landing page optimisation.

• Continuous testing of advertising strategies.

• Identification of underperforming campaigns.

• Recommendations for reallocating expenditure towards the most effective campaigns.

Campaigns will focus on relevant services including:

• General and family dentistry.

• Invisalign and orthodontics.

• Dental implants.

• Cosmetic dentistry.

• Emergency dentistry.

• Specialist dental treatments.

• Children's dentistry and sedation.

Facebook & Instagram Advertising

Responsibilities include:

• Management of Meta advertising accounts.

• Development of lead-generation campaigns.

• Creation and testing of advertising creatives.

• Video-based advertising strategies.

• Audience development and retargeting.

• Custom audiences based on website visits and content engagement.

• Testing of different lead-generation funnels.

• Meta Instant Forms and website conversion campaigns.

• Retargeting campaigns with appropriate calls to action.

• Ongoing optimisation based on lead quality and commercial performance.

We are particularly interested in strategies that use engaging educational content to develop audiences before retargeting those audiences with treatment-specific offers.

Lead Generation Accountability

The agency must look beyond advertising platform conversions.

Performance should be assessed through:

• Genuine patient enquiries.

• Qualified leads.

• Appointments booked.

• Appointments attended.

• Treatment consultations.

• Treatment starts.

• Revenue attributable to advertising activity.

The agency should identify which campaigns are generating commercially valuable patients and recommend changes accordingly.

4. Website Management, SEO, AI Search & Content

25% of Agency Focus

The agency will take responsibility for maintaining and improving the digital presence of each practice.

A. Website Management & Development

Responsibilities include:

• Ongoing management of existing practice websites.

• WordPress website maintenance and development.

• Creation and modification of website pages.

• Design and development of treatment-specific landing pages.

• Website performance and speed optimisation.

• Mobile usability improvements.

• Conversion rate optimisation.

• Website forms, booking links and WhatsApp integration.

• Website security, maintenance and technical updates.

• Identification and resolution of technical issues.

• Management of website hosting and development requirements.

• Website redesigns and complete website creation when required.

New Practice Websites

As the group expands, the agency must be capable of supporting the launch of additional practice locations.

This includes:

• Creating new websites.

• Developing location-specific SEO strategies.

• Setting up analytics and tracking.

• Establishing Google Business Profiles.

• Launching advertising campaigns.

• Implementing lead-generation systems.

• Ensuring consistent technical standards across the group.

The agency should be able to manage the entire digital launch process for a newly acquired or established practice.

B. Search Engine Optimisation

The agency will own the organic search strategy across all practice websites.

Responsibilities include:

• Local SEO strategy for each practice.

• Keyword research and competitor analysis.

• Technical SEO audits and implementation.

• On-page SEO optimisation.

• Treatment page optimisation.

• Internal linking and website structure.

• Google Search Console management.

• Google Business Profile optimisation.

• Local search visibility improvements.

• Appropriate backlink and authority-building strategies.

• Monitoring organic search performance.

• Identification of opportunities to improve visibility for commercially important searches.

SEO strategies must be tailored to each practice's location, services and target patients.

The objective is to increase relevant organic visibility and convert that visibility into new patient enquiries.

C. AI Search Visibility & Optimisation

An important requirement is ensuring that our practices are visible and accurately represented in AI-powered search and recommendation platforms.

This includes:

• Google AI Overviews and AI Mode.

• ChatGPT search.

• Perplexity.

• Microsoft Copilot and other relevant AI-powered search platforms.

The agency should develop and implement a strategy for improving the likelihood of our practices being discovered, cited and recommended when prospective patients use AI tools to research dental treatments or local dental providers.

Responsibilities include:

• Assessing current practice visibility across AI search platforms.

• Identifying relevant patient questions and AI search queries.

• Optimising website content for AI search discoverability.

• Improving website structure and structured data.

• Ensuring accurate and consistent business information across relevant online sources.

• Developing authoritative, clinically accurate treatment content.

• Improving local business entity recognition and consistency.

• Building relevant third-party mentions and citations.

• Monitoring how practices appear in AI-generated answers.

• Tracking AI-referred website traffic where technically possible.

• Monitoring developments in AI search and adapting strategies accordingly.

The objective is to ensure that our practices remain discoverable as patient search behaviour evolves beyond traditional Google searches.

We recognise that AI recommendations cannot be guaranteed. The agency should focus on evidence-based optimisation, measurable visibility and transparent reporting rather than unsupported promises of AI rankings.

D. Content & Blog Management

Responsibilities include:

• Developing a content strategy for each practice.

• Creating and publishing SEO-focused blog articles.

• Producing high-quality educational treatment content.

• Updating existing website content.

• Developing location-specific content.

• Identifying content opportunities from patient search behaviour.

• Working with clinicians to ensure clinical accuracy.

• Repurposing existing video content.

• Supporting social media content production.

• Using AI tools appropriately to improve content efficiency.

Content should be designed to support:

• Traditional search visibility.

• AI search discoverability.

• Patient education and trust.

• Website engagement.

• New patient acquisition.

All healthcare advertising and clinical content must comply with applicable professional and advertising requirements.

5. Analytics, Tracking & Commercial Reporting

25% of Agency Focus

This is one of the most important elements of the agency relationship.

We require a reliable, integrated reporting system that connects marketing expenditure with actual patient acquisition and revenue.

The agency must take responsibility for the technical implementation, accuracy and ongoing development of marketing tracking and reporting.

A. Analytics Infrastructure

The agency should manage and integrate relevant systems, including:

• Google Analytics 4.

• Google Tag Manager.

• Google Search Console.

• Google Ads.

• Meta Ads Manager.

• Microsoft Clarity.

• Google Business Profiles.

• Website enquiry forms.

• Call tracking systems.

• WhatsApp and other messaging channels.

• CareStack practice management software.

• Relevant CRM and patient enquiry management systems.

The agency should identify where integrations are possible and develop practical alternatives where direct integrations are unavailable.

B. Patient Journey & Revenue Attribution

Our objective is to understand the complete patient acquisition journey:

Marketing Source → Enquiry → Booking → Attendance → Treatment Acceptance → Treatment Start → Revenue

We want to establish:

• Where each new patient originated.

• Which advertising campaign or organic search generated the enquiry.

• Whether the enquiry resulted in an appointment.

• Whether the appointment was attended.

• Whether treatment was accepted and commenced.

• What revenue was generated.

• Which marketing channels produce the most commercially valuable patients.

This should include tracking telephone enquiries, website forms, online bookings and other relevant contact methods.

Where appropriate, the agency should work with our operations team to reconcile marketing information with patient records in CareStack.

The reporting system should distinguish between treatment value accepted, treatment started and revenue actually collected.

Patient data must be handled securely and in accordance with UK GDPR and applicable healthcare confidentiality requirements.

C. Reporting Dashboards

The agency must develop a clear, accessible reporting dashboard.

We require visibility at two levels:

Individual Practice Reporting

Each practice should have its own dashboard showing marketing activity, patient acquisition and commercial performance.

Group Reporting

A consolidated dashboard should allow directors to compare performance across all practices.

Reporting should include:

• Marketing expenditure by practice and channel.

• Website traffic and enquiry sources.

• Qualified patient enquiries.

• Booked appointments.

• Attended appointments.

• Treatment starts.

• Attributable revenue.

• Patient acquisition costs.

• Advertising performance.

• Organic search performance.

• AI search visibility and attributable referrals where measurable.

• Website conversion performance.

• Trends and changes over time.

D. Reporting Frequency

Weekly

A concise, preferably automated dashboard showing performance, significant changes, issues and planned actions.

Monthly

A commercial performance review covering:

• What activity was undertaken.

• What results were achieved.

• Which campaigns performed well.

• Which campaigns underperformed.

• What patients and revenue were generated.

• What improvements are recommended.

• What actions will be taken in the following month.

We expect the agency to interpret the data and make commercially informed recommendations rather than simply provide statistics.

6. Strategy, Testing & Coordination

10% of Agency Focus

The agency should act as a proactive digital growth partner rather than a supplier waiting for instructions.

Responsibilities include:

• Developing individual marketing strategies for each practice.

• Establishing clear marketing priorities.

• Competitor research and benchmarking.

• Identifying new patient acquisition opportunities.

• Planning and managing marketing campaigns.

• Coordinating with practice managers and clinical teams.

• Working with internal marketing and operations staff.

• Managing external technical suppliers where required.

• Developing structured A/B testing programmes.

• Testing advertising creatives, landing pages and lead-generation funnels.

• Identifying opportunities to improve conversion rates.

• Recommending changes based on commercial performance.

• Supporting new practice launches and acquisitions.

• Monitoring developments in digital marketing technology and AI.

The agency should regularly challenge existing approaches and recommend improvements.

We expect proactive communication and clear ownership of agreed actions.

7. Accountability & Performance Measurement

We want a marketing agency that is accountable for outcomes rather than simply completing activities.

Specific numerical KPIs and targets will be agreed following an initial review of existing performance and available data.

Performance will be assessed across the following areas.

Paid Advertising

• Lead generation effectiveness.

• Lead quality.

• Advertising efficiency.

• Conversion into appointments.

• Cost of patient acquisition.

• Attributable treatment revenue.

Websites

• Website functionality and performance.

• Conversion rates.

• Delivery of agreed improvements.

• Landing page effectiveness.

• Successful website development projects.

SEO & AI Search

• Organic search visibility.

• Local search performance.

• AI search discoverability.

• Qualified organic enquiries.

• Patient acquisition from organic channels.

Commercial Reporting

• Accuracy of tracking.

• Reliability of lead attribution.

• Completeness of patient journey reporting.

• Ability to connect marketing activity to actual revenue.

• Clarity and usefulness of management dashboards.

Strategy & Execution

• Proactive identification of opportunities.

• Timely implementation of agreed actions.

• Quality of testing and optimisation.

• Communication and accountability.

• Demonstrable continuous improvement.

We recognise that treatment acceptance and revenue are also influenced by reception, clinical teams, appointment availability and operational factors.

The agency must nevertheless provide visibility of the full patient journey and help identify where improvements are required.

8. Expectations of the Agency

We are looking for an agency that combines technical capability with commercial understanding.

The agency must be able to demonstrate expertise in:

• Google Ads.

• Meta advertising.

• WordPress development and management.

• Search engine optimisation.

• AI search optimisation.

• Conversion rate optimisation.

• Google Analytics and Tag Manager.

• Marketing attribution.

• CRM and practice management integrations.

• Automated reporting.

• Multi-location marketing.

• Commercial performance analysis.

Experience in private dentistry, healthcare or other high-value service businesses would be advantageous.

We expect the agency to undertake the work directly or provide clearly identified specialist resources where required.

The agency should not rely on us to coordinate routine technical activities between multiple suppliers.

9. Initial Onboarding & Priorities

We would expect the relationship to begin with a comprehensive review of our current marketing infrastructure.

Phase 1 – Audit & Baseline

• Review existing websites.

• Audit Google Ads and Meta accounts.

• Assess current SEO performance.

• Review AI search visibility.

• Assess analytics and tracking.

• Identify gaps in patient attribution.

• Review current reporting.

• Identify immediate opportunities for improvement.

Phase 2 – Implementation

• Resolve tracking deficiencies.

• Improve advertising campaign structures.

• Implement priority website improvements.

• Establish reporting dashboards.

• Develop SEO and AI search strategies.

• Introduce structured content planning.

• Establish patient attribution processes.

Phase 3 – Ongoing Optimisation

• Continuously optimise advertising.

• Improve website conversion.

• Develop organic and AI search visibility.

• Test new patient acquisition strategies.

• Improve attribution accuracy.

• Review commercial performance.

• Support additional practice locations as the group expands.

10. Ownership, Access & Transparency

All marketing infrastructure and digital assets must remain under the ownership and control of our business.

This includes:

• Google Ads accounts.

• Meta Business accounts.

• Google Analytics properties.

• Google Search Console.

• Google Business Profiles.

• Website domains and hosting.

• Website content and design assets.

• Tracking configurations.

• Marketing data and reporting dashboards.

The agency must provide appropriate administrative access and ensure that our business is not dependent on the agency to retain control of its digital assets.

All changes, integrations and tracking systems should be appropriately documented.

11. Definition of Success

We want to build a long-term relationship with an agency that can take responsibility for digital marketing across an expanding dental group.

Success means that we have:

1. Professionally managed and continually optimised advertising campaigns.

2. High-performing websites that generate patient enquiries.

3. Strong local SEO and growing AI search visibility.

4. Consistent, relevant and clinically accurate content.

5. Reliable tracking of enquiries, appointments and treatment starts.

6. Clear attribution of marketing activity to actual patient revenue.

7. Transparent reporting across individual practices and the group.

8. Proactive recommendations for improving commercial performance.

9. The ability to launch and integrate additional practice locations efficiently.

Our Core Requirement

We want an agency that takes ownership of our digital marketing, implements the work, measures the results and demonstrates how its activities contribute to new patient acquisition and profitable practice growth.

We are not looking for marketing activity for its own sake.

We are looking for measurable commercial outcomes.