With a $100M+ media budget spanning paid search, paid social, television, and digital video, Aspen Dental needed sophisticated measurement capabilities that could deliver actionable insights at the campaign, business tier, and geographic levels necessary to optimize their vast operation across over 1,000 locations.
The marketing team faced the complex task of demonstrating and maximizing the incremental impact of their substantial investment on new patient appointments. Without precise incrementality measurement, they risked misallocating budget and missing opportunities to drive the growth necessary to expand healthcare access for more Americans.
Aspen Dental partnered with Bonsai to architect a comprehensive measurement framework that would transform how they understood and optimized their marketing performance across their nationwide footprint.
The solution centered on Bonsai's Incrementality Testing, specifically tuned for Aspen Dental's complex multi-location business. This framework unified performance data across all marketing channels, creating a single source of truth that could measure the true impact of media investment on new patient appointments with unprecedented precision.
Complementing this foundation, Bonsai's Multi-Touch Attribution feature mapped Aspen Dental's intricate customer journey. This system generated continuous, data-driven recommendations for budget reallocation, enabling the marketing team to make informed decisions that maximized return on marketing spend while driving measurable growth in new patient volume.
The granular insights revealed optimization opportunities that had previously been invisible, allowing Aspen Dental to shift investment toward the channels and campaigns delivering genuine incremental lift across their diverse market footprint.
The results validated Aspen Dental's strategic approach to measurement-driven growth. The company achieved a 12% increase in new patient appointments while simultaneously improving incremental ROI by 6 percentage points. Perhaps most significantly, their time to insight accelerated by 92%, enabling rapid optimization cycles that maintained competitive advantage in an increasingly dynamic healthcare marketplace.
This transformation extended beyond tactical improvements to represent a fundamental evolution in how Aspen Dental approaches marketing investment. With precise visibility into true incrementality and customer journey dynamics, they've established a scalable framework for sustained growth that directly supports their mission of expanding healthcare access across America.
At Aspen Dental, we’re dedicated to providing more people with the dental care they need, when they need it. Whether you need routine or emergency care, dentures, implants or clear aligners, we’re here for you when and where you need us.
