CASE STUDY
Research Reveals Insights into the Conversion Journey for Dental Implants
The conversion journey is often overlooked when it comes to market research, yet it can provide valuable insights to improve your business.
For a dental practice offering implants, understanding this journey is particularly important. Potential patients face both practical and emotional considerations—from evaluating options to making a personal medical decision—and their subconscious feelings can heavily influence outcomes.
The practice wanted to understand how potential customers move through the conversion journey—from awareness, to consideration, to decision-making, and ultimately to taking action—and how marketing and communication strategies could support them at each stage
To illustrate this process, we focused on persona segmentation to map unique customer journeys. Our study revealed three main personas, each with individual pathways to conversion. One persona, Jane, a middle-aged professional, exemplified the insights clearly.
Jane’s Journey:
Step 1: Awareness
Jane had been dealing with dental issues for years and felt overall dissatisfaction with her smile. Using implicit and explicit market research techniques, we uncovered common pain points among potential customers. For Jane, this included embarrassment, concerns about self-image, and worries related to age.
Step 2: Consideration
As Jane began researching her options, she compared dental practices and read reviews. Implicit testing revealed that she focused most on patient testimonials and before-and-after photos. This highlighted that personal stories and visual results are key factors in decision-making.
Armed with these insights, the dental practice could enhance its website with patient success stories and subtle cues, like quotes from patients, to build credibility and trust.
Step 3: Decision-Making
In this stage, implicit testing uncovered underlying preferences that influence Jane’s choice. For instance, she preferred practices with a warm and friendly atmosphere over more clinical environments.
The practice could act on these insights by sending personalized emails, offering free consultations, and emphasizing a welcoming environment. By addressing subconscious needs for comfort and trust, they guide Jane toward a confident decision.
Step 4: Action
When Jane decides to proceed with the procedure, implicit testing showed that clear communication and reassurance are crucial. Without them, Jane might hesitate or feel unsure about her decision.
To meet this need, the dental practice could provide straightforward pre- and post-operative instructions and be available to answer patient concerns. After the procedure, a follow-up would reinforce the practice’s commitment to care, aligning with Jane’s subconscious need for reliability and personal attention.
This case study highlights how implicit testing can help businesses understand the conversion journey.
By tapping into subconscious attitudes, the dental practice was able to create strategies that resonate with customers on a deeper level. For Jane, the journey to getting dental implants became more than a medical procedure—it was about trust, comfort, and confidence.
In this case, traditional research alone would have shown Jane’s general concerns about dental issues and her conscious preferences, but it would not have revealed the subtle emotional drivers—like her need for comfort, reassurance, and a welcoming atmosphere—that ultimately guide her decisions.
If you’d like to understand how this approach can be applied to your own challenge, get in touch with one of our market research experts, here.
The conversion journey is often overlooked when it comes to market research, yet it can provide valuable insights to improve your business.
Research can reveal how potential customers move through the conversion journey—from awareness to consideration, to decision-making and ultimately to taking action.
To illustrate this process, let’s consider this case study for dental implants, focusing on how market research helps map this journey.
Our study revealed three main personas and their individual journeys to convert. One of these personas was a middle-aged professional named Jane.
Jane has been dealing with dental issues for years and an overall dissatisfaction with her smile. Using implicit and explicit market research techniques, we revealed common pain points among potential customers. For Jane, these included embarrassment and concerns about self-image and age.
As Jane starts researching her options, she compares dental practices and reads reviews. Implicit testing reveals that she spends more time looking at patient testimonials and before-and-after photos. This suggests that personal stories and visual results are key factors in her decision-making.
Armed with this information, the dental practice can enhance its website with patient success stories and use subtle cues, like quotes from patients, to build credibility and trust.
In this stage, implicit testing uncovers underlying preferences that influence Jane’s choice. For instance, she might prefer practices with a warm and friendly atmosphere over more clinical settings.
The dental practice can take steps such as sending personalised emails to Jane, offering a free consultation and emphasising a welcoming environment. By addressing subconscious needs for comfort and trust, they guide Jane towards a decision.
When Jane decides to go ahead with the procedure, implicit testing shows that clear communication and reassurance are crucial factors. If this need for trust and reassurance is not met, it may influence Jane to back out and feel unsure about her decision.
To meet this need, the dental practice could provide straightforward pre-operative and post-operative instructions for Jane and be available for patients to discuss any concerns so they feel reassured.
After the procedure, they could follow up with Jane to ensure she’s recovering well, reinforcing their commitment to her care. This aligns with the subconscious need for reliability and personal attention, as indicated by the research
This case study highlights how implicit testing can help businesses understand the conversion journey. By tapping into subconscious attitudes, they can create marketing strategies that resonate with customers on a deeper level. For Jane, the journey to getting dental implants is more than a medical procedure—it’s about trust, comfort, and confidence.
If you’d like to understand how this approach can be applied to your own challenge, get in touch with one of our market research experts, here.
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The conversion journey is often overlooked when it comes to market research, yet it can provide valuable insights to improve your business.
For a dental practice offering implants, understanding this
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