Launched a phlebology department from scratch in a private clinic

About the direction:

Phlebology is a new direction for the clinic, which previously specialized in plastic surgery and cosmetology.

Task:

Increase the recognition of the new direction and attract a stable flow of primary patients from Instagram and Google.

Input data:

Previously, contractors worked on SMM, targeting, and Google Ads, but the campaigns were set up incorrectly, the content was chaotic, and the audience's pain points, fears, and desires were not addressed.

Main problems:
• Lack of brand component and systematic content
• Poor technical setup of campaigns, lack of analytics
• Establishing communication with leads and service component

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Start of work:

An audit was conducted:
• Facebook Ads: only traffic posts were launched, which brought expensive and ineffective applications
• Google Ads: incorrect keywords, unnecessary queries wasted the budget

What was done:
• Analytics was set up (Meta Pixel, Google Analytics), a retargeting funnel was created
• A content plan was developed, filming of reels was scheduled to increase trust
• Advertising accounts were optimized, market and audience analysis was conducted
• An advertising strategy was developed and agreed upon with the client
• A table was created to track conversions and advertising effectiveness

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First launch:
1. Image campaigns

• Wide coverage was provided at a low cost
• A base for retargeting was collected and a new audience was attracted
• The effectiveness was tracked through the number of primary patients

2. Communication analysis

• Call tracking and direct analysis showed problems in communication
• A guide for administrators was created to improve scripts

3. Optimization of Google Ads

• Relevant keywords were selected
• Campaigns ranked in the top 7 queries in the phlebology niche
• 25 leads were obtained at a cost of 480 UAH

4. META advertising

• In a month, 1901 unique clicks were obtained, cost – $0.13

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Problems encountered:
• Communication issues with leads
• Lack of analytics
• Chaos in advertising campaigns
• Insufficient trust-building content

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Results:

In a month, the clinic received:
• 26 primary consultations with a total income of 16790 UAH
• 58% of patients signed up for surgeries costing from 8000 UAH to 25000 UAH

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Why were such results achieved?
• Deep analytics and systematic approach
• Maximal involvement in the project
• Extensive experience in the niche
• Digitization of processes and correction of advertising