Pilot practice Berlin
How a dental practice focused on self-pay treatments selected its social media agency – and what we learned from it.
Last updated: 30 October 2026 · Dr. Arnd Heymann, Dental Yield
Starting point
The practice wanted to attract more new patients for high-value self-pay treatments. There was a concept, but no basis for comparison: how much may an agency cost, which services are really needed, and how do you measure success?
- Media budget with a fixed cap, paid directly by the practice
- A dedicated landing page and a dedicated appointment category for the initial consultation
- Monthly film day with patients, under clear rules
- Agency fee with tiers after three months
Approach
Longlist
Researched providers in Berlin and ranked them by suitability.
Tender
Approached 11 agencies with the same specification of services and price sheet.
Review
Compared 6 proposals and held video presentations using checklists.
Award
Signed a contract with key figures, minimum term and the practice’s obligations to cooperate.
Outcome of the award
Range of proposals in the first year for the same scope.
is how much less the chosen proposal costs in the first year than the most expensive one.
Agency start – six weeks after the tender was sent out.
We will publish the campaign results in cases per month after the first three months.
What we learned
The biggest lever was procurement – but only because it was clear beforehand what was needed. That is why no tender starts at Dental Yield before case value and capacity have been clarified.
- Case value and fee structure belong at the start, not at the end
- Only a uniform price sheet makes proposals comparable
- Awarding the landing page and appointment booking separately saves a lot
- Set the legal rules for patient videos before the first shoot
Run the tender yourself or have it run for you?
Our guide explains step by step how we go about it. The guide to calculating case value explains the case value on which every tender is built.