Parkway Dental Clinic

The Objective

Parkway Dental Clinic, a premium dental clinic chain in Vietnam, identified a shift in the market as local consumers became increasingly cautious about undergoing dental treatments. Rather than viewing this as a challenge, the clinic approached it as an opportunity to refine its acquisition strategy and better capture high-intent patient demand.

In response to these changing dynamics, Parkway Dental Clinic set a clear objective: to drive more qualified leads at a lower cost. Alongside improving cost efficiency, the clinic also aimed to enhance conversion performance, focusing on attracting genuinely interested patients and turning that intent into measurable business outcomes through targeted digital engagement.

The Solution

Parkway Dental Clinic leveraged TikTok Direct Messaging Ads with a Lead Generation objective. This format keeps users within the platform while opening a direct chat via TikTok direct messages, enabling immediate, frictionless interaction.

By adopting this approach, the clinic introduced real-time consultation at the point of interest, allowing prospective patients to ask questions, receive guidance, and undergo early-stage screening instantly. This helped bridge the gap between discovery and decision-making, creating a more responsive and personalised experience.

Shifting from a volume-driven model to a quality-first approach, Parkway Dental Clinic focused on meaningful conversations to identify and nurture high-intent leads. To support this at scale, the clinic partnered with Haravan, an official TikTok Messaging Partner, to centralise conversations across channels and streamline lead management. This integration enabled faster response times and improved operational efficiency, laying the foundation for scalable, sustainable growth.

The Results

Following the campaign, Parkway Dental Clinic achieved strong performance gains compared to other platforms, with a 20% reduction in cost per lead (CPL), a 15% increase in conversion rate (CVR), and a qualified lead rate of 50%. These results highlight how TikTok Messaging Ads can effectively drive higher-quality leads while improving overall cost efficiency.