Case Studies
Healthcare Organization Case Studies & Results
Patient Acquisition: Clinic needed to acquire new patients despite limited budget
The Objective:
The clinic needed a simple and affordable solution attract new patients in a high-competition geography and was worried about losing prospective patients to competitors.
Challenges:
- The client did not have the kind of time to focus on his Google rank and SEO.
- The objective was to bring in dozens of new patients in a month’s time.
- Despite a very conservative budget in the first month, our experts were up to the task of applying best practices in patient attraction and acquisition.
Our Strategy
- Facebook advertising and email campaigns were the best initial channels based on budget and patient acquisition goals.
- We worked with the client to define an audience persona to target new Facebook audiences.
- The new audiences were tested against the website visitors.
- We created a lead magnet with offering a highly-effective “Limited time free checkup” offer for the new and website visitors audience.
- The Facebook advertising was then coupled with email retargeting.
- We created a 7-day value-based lead nurturing email sequence for regular Leads before showing them the new offer ad.
- The website visitors to the “Appointment Page” were addressed separately in another retargeting ad sequence.
The Results
We balanced a small budgets with highly targeted social and email campaigns. The results were overwhelmingly successful and exciting for the client.
- 193 leads in the first month.
- 37% conversion rate.
- $2.78 Cost Per Click
- $17 Cost Per Lead
- The client continued and expanded the campaigns to continue the patient acquisition results
Campaign Optimization: Significant patient growth for Medical Spa
The Challenges:
- The client had a pre-existing website, but it was poorly designed and difficult to navigate. On top of that, it did not show the discount offers customers can avail of at their specific locations. So we had to work from scratch and design landing pages that would communicate their message and showcase location-specific discount offers for the customers.
- We had to embed the landing pages with clear CTAs and integrate it with the Facebook Pixel to effectively target audiences across multiple locations and improve the conversion rate.
- We had to study the ad campaign data that was previously available on the client’s ad account to correctly identify the loopholes and cut down on any unnecessary experimentation.
- We had to work on the creatives and assets from scratch and find the winning elements quickly to ensure we were collecting maximum leads.
- The client needed high-quality leads (contact form submissions for appointment/service bookings) with a high conversion potential under $30 CPL.
The Strategy:
- To begin addressing the challenges, we audited our client’s account to find opportunities. We discovered three main areas we need to focus on:
- Campaign Budget Optimization
- Designing new landing pages with easy navigation and clear CTAs
- Generating leads and potential customers
- To design better-performing ads it was important to develop buyer personas and identify the type of audience response we would get from different locations. So, we started our process by collecting as much information as possible about their ideal customers and how their target audiences have interacted with their content.
- With the data we collected, we created few high-quality audience sets on Facebook, including lookalike audiences to test our creatives against and market the discount offers.
- Our visual geniuses and copy wizards created engaging assets and creatives (including static images, GIFs, and videos) to use for both TOF and BOF, retargeting ad campaigns we were to run for the client.
- Based on our understanding of the client’s business and industry, we defined measurable KPIs for a medical spa.
- We set up 5 ad sets and tested our target audiences in each ad set using 10 different creatives and 5 ad copies. Which had the biggest impact on the success of our campaign.
- We worked with an initial budget of $50/day and gradually increased it to $90/day for scaling campaigns (Facebook recommends a 10-20% gradual increase in the budget so that the Algorithm doesn’t get confused) This also helped us lower the cost per conversion.
The Results:
Just 4 weeks into the campaign and the results have started to pour in. The numbers we were able to achieve were impressive, to say the least.
- We helped our client reach out to 60,000+ potential prospects across their target locations with the help of our 4 winning ad sets.
- Our 10 creatives and 5 ad copies collected 500 high-converting leads (form submissions) for the client.
- Our TOF and retargeting ad campaigns hit the lowest average CPL of $8.60 for our client with the desired 85% conversion rate.
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Reputation Management: How we generated 100+ 5-star reviews via email marketing.
Online Review Challenges
- The client wanted immediate online review results but no email automation or campaign was in place
- The prospecting was limited to two un-engaged email lists of 13K customers and 1,500 contacts.
- Contacts had not received any email communication in nearly a year.
Our Strategy
- We created a best-practices Email Sequence for reviews which was sent out in batches to significantly increate positive reviews on Google, Yelp, and Trustpilot.
- We launched the Review Email Sequence was launched to 5,000 contacts initially.
- We created an automation system dependent on activity
- People who didn’t open the email were sent a variation email follow-up.
- People who had opened the email but didn’t review were sent a separate follow-up email
- Those who opened the email and clicked the links, but didn’t submit a review received another variation follow up email
The Results
- 54 new reviews on Google in the first 24 hours.
- 19 reviews on Yelp and Trustpilot in the first 24 hours.
- 100+ reviews total with the first email.
- 35% open rate with a CTR
- 7.21% Click Through Rate
- 68.09% open rate on the 2nd email
- 8.04% Click Through Rate on the 2nd email
- By the end of our Review Email Sequence, we bagged 159 reviews in total on Google, Yelp, and Trustpilot.
SEO Optimization: Client increased organic traffic by 193%
The Challenges
The client needed to get found through organic search but their website was lacking in any SEO ranking
- Their site structure was not following SEO best practices.
- Most pages and content were not optimized for important keywords.
- Search visibility was almost non-existent.
- There were multiple practice areas but the site was unstructured.
- They had a bad experience with their previous agency.
Our Strategy
- We began with an in-depth site audit and created a detailed plan to follow.
- Phase 1 was to resolve all the technical and structural issues in the website.
- Phase 2 was to optimize the existing content to include the targeted keywords based on relevance and volume
- We then created fresh, unique, and fully keyword-optimized content to gain maximum visibility
- High-quality backlinks were added periodically to strengthen the overall SEO strength
- Accelerated Mobile Pages were created and implemented for the better mobile experience
The Results
- Increase organic traffic by 193% within the first 7 months
- The bounce rate dropped from 96% to 68%
- The site was ranked on the 1st page of Google for 21 competitive keywords
- The site’s mobile load speed was improved significantly
Facebook & email campaigns: Funnel development to drive new patients
The Patient Growth Challenges:
The chiropractor was in need of more patients but didn’t have a system to generate leads to keep patients coming in, and his revenue was suffering as a result. Nor did he have the time, expertise, or budget to run campaigns and test different strategies.
Our Strategy:
- With a limited budget and high patient acquisition expectations, we created a simple but effective Facebook and email funnel campaign.
- The simple funnel was designed to convert visitors into leads and leads into patients.
- We started with an initial audit to develop a content and funnel strategy and created a lead magnet to transition visitors to leads.
- To transition leads to patients, a sequence of 5 emails nurtured them to convert.
- Follow up emails were also paired with Facebook retargeting ads.
- Using dynamic email subject lines, we quickly optimized for the best performers.
- Email sequences were optimized for best performing copy variations.
The Results:
- 130 leads were created within the first 2 weeks through Facebook ads.
- 47% of leads converted into patients
Facebook Ads: Achieving a 780% return on investment
The Challenges:
A health and wellness firm was looking to increase their revenue. Through a seamlessly planned and executed Facebook strategy we helped them achieve a 780% return on investment.
The Strategy:
- Developed effective Lookalike Audiences (LLAs) and created Super LLAs for a greater Return on Ad Spend.
- Structured the pixel and the lookalike audiences strategically to optimize the campaign.
- Led with a Conversion campaign to achieve the revenue goals.
- Implemented RFT testing to obtain winning assets at a rapid speed.
- Rigorously tested various ad copies and creatives.
The Results:
Over 12 months spending just $3,472 on Facebook Ads
- $23,499 in Facebook revenue alone (780% return on investment)
- 6X Return on Ad Spend.
- 641 new email subscribers.
- 184 new Facebook page likes.
