Today, I’d like to share with you an exemplary case of surprising orders from surprising places – something even us marketing experts never would have expected. Let’s see the results and what lead to them!
One of the fields our company specializes in is healthcare marketing. I’ve worked with several large pharmaceutical companies (such as GSK, Abbott, Egis, etc.) and numerous private doctors, but the case I’m about to present to you managed to surprise me even despite my 14 years of healthcare marketing experience. When you see the statistics, even you won’t believe them! But that’s enough beating around the bush – let’s see exactly what this is all about!
The implementation of online marketing – How we started
So let’s see what lead to these results. We were the first in Hungary to use a method (which many had since adapted) of starting a project not by giving a quotation, but by doing an online marketing audit and, based on the results of that audit, by developing an online marketing strategy. It’s not exactly a professional thing to offer the same strategy for a multinational company, a single entrepreneur, a doctor, or a restaurant.
uring the development of our strategy, we consider the marketing tools that would fit our client’s needs. This is also the phase where we do a thorough competitive analysis, which is nothing to be ashamed about, as our competitors also try to learn from us all the time.
Among other things, the strategy consists of specific, measurable marketing goals, the list of online marketing tools to use, and their excepted results. When and for how long these tools should be used are presented in the annual schedule.
For example, until the prefect landing pages for the Google Ads campaigns aren’t up and running, we don’t plan on spending on such advertisements. Instead, the main task is usually to and create a user-friendly, customer-centered website, or to develop a strong presence for our client on social media.
When it comes to social media, it’s important to consider what platforms have proved to be successful for our competitors. This is what we did for one of our clients, plastic surgeon Dr. András Tóth. András came to us with a request for a stronger presence on Instagram, and, after running our analysis, we too saw that many plastic surgeons and private practices spend a lot on their Instagram presence. So, while also working on a website, we started to develop his social media communications.
The basic version of the website nicely leads the visitor through the conversion process, and we came up with a “bait product” as well.
The results of the first consultative month
Generally, we ask our clients to give the strategy 6 months, as the results of SEO don’t usually become apparent for a few months, and Google Ads campaigns also need some time to “get rolling”. At the end of that half-year period is usually when our clients are finally satisfied with the results and start ordering more of our services.
András, however, came to our first monthly consultation with a happy expression on his face, and immediately asked for more services. This came as a surprise, because even SEO, the most effective online marketing tool doesn’t show its results this quick.
So let’s look at the statistics for conversions, or, the number of people who booked a surgery in the first month, as compared to the baseline:
Now that’s what I call a surprise! Instagram had proved to be successful with a demographic not usually associated with the platform. Thanks to a modified communication strategy, Facebook too had proven its worth, but Instagram was the real star of this story.
It’s worth nothing that András and his marketing team have never used Instagram before (they were rather active on Facebook though), but Instagram communication in itself couldn’t have been this successful without us getting Bonusz Plasztika 6000 new followers first.
Takeaways and conclusion
We still strongly believe that search engine optimization is the most cost-efficient online marketing too. However, SEO results take time to show.
When it comes to online healthcare marketing, the organic use of Facebook can still be efficient, as proven by this case study, wherein we didn’t pay anything to get these results on the platform.
The most important takeaway though is that Instagram is not only a platform for bored teenagers – it can also be a powerful marketing tool that converts users over 40.
If you’d like for us to achieve the same results for your business by using Instagram, Facebook, search engine optimization, or paid ads, then click here to contact us !