Case Study: Telemedicine Advertising
per cost lead
Over 20x increase in leads from paid ads
37% increase in targeted traffic
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Focus on individuals (especially females) who may be concerned about their family's health and wellness and afraid to go to the doctor's office due to the pandemic. Highlight the key benefits of video consultations: avoid contact and risk, convenience, no copay, and quick & easy access.
We noticed that the areas that were severally impacted by Covid-19, such as New York City, were very competitive. Instead of targeting based on geographical location, we focused on targeting based on behavior and interests (such as health & wellness, magazines a user reads, individuals they follow etc.). Instead of creating Traffic Ads, we created Conversion Ads to generate more leads.
Three types of Facebook Ads that performed well focused on:
steps to setup video consultations
Then we added Retargeting Ads to bring back users who had visited the website. We made sure to display ads to this audience at a higher frequency to stay top of mind when they are ready to book an appointment. We also created Custom Audiences (such as individuals who viewed at least 70% of our video ads).
PUSH NOTIFICATIONS & NATIVE ADS
We used Push Notifications and Native Ads to generate low-cost traffic. We then used retargeting on Facebook to highlight telemedicine's key benefits and bring these visitors back to the landing page.
We created various videos to highlight the key concerns many have in visiting the doctor's office doing the pandemic and options available to them. These videos were showcased on the Social Media channel, YouTube channel, and used for video ads.
SYMPTOM CHECKER WIDGET
Symptom Checker widget allows users to check their symptoms online and share the link with their family and friends on Social Media. The widget is branded with the First Medicine logo and can be embedded by healthcare providers on their website to help their visitors check their symptoms. This widget allows First Medicine to deliver value to healthcare providers and builds credibility, authority while generating backlinks and traffic. We developed wireframes, requirements, and direction on the User Experience for the widget.
At the start of the Covid-19 pandemic, First Medicine, a global telemedicine provider, came to SVP360 to generate awareness and leads for its video consultation service. Telemedicine providers were competing very aggressively during this unique window, and as a result, the Cost Per Click had gone up five folds for some key phrases. How do we elevate First Medicine above the noise to reach individuals who needed their services the most?
Detailed competitive analysis to identify gaps
Multi-channel user growth plan
Dynamic facebook segment testing
Push notifications & native ads
Smart landing pages
Symptom checker widget for health care providers