Goals Beg for Metrics
Once you know who you want to target, you can also identify how much opportunity there is according to some of Google’s tools. You can also set goals for how many new patient leads you want in the form of emails and phone calls. Nowadays, you can factor in requests for telemedicine consults as well.
If your dental marketing expert has experience running similar campaigns in your city, you may be able to get some target numbers. Or you can just throw out some desired outcomes as a starting point and do your best to reach them, knowing that your goals may be way above or well below what’s actually possible and that you’ll need to adjust as you go.