TARGETED INSTAGRAM ADVERTISING FOR A MULTIDISCIPLINARY MEDICAL CENTER
FOCUS: Promotion of a new gynecologist
PROJECT GOAL
The goal was to present the new gynecologist to the center’s existing audience, bring in new patients, and grow appointment bookings from 30% to 80% — even in a highly competitive city of 350,000.
PRE-PRODUCTION
Conducted a briefing with the client to identify pain points, expectations, and goals.
Analyzed the target audience, competitive landscape,
and landing pages of the center.
and landing pages of the center.
Developed recommendations to improve landing pages.
Unpacked the new doctor’s expertise:
- Identified strengths.
- Highlighted unique competencies.
- Prepared key promotional messages.
Created a marketing strategy and content plan:
- Offers and proposals for ad campaigns.
- Texts for ads and posts.
- Visual creatives aligned with the center’s corporate style.
Developed chat scripts and provided guidelines
for administrators on lead management.
for administrators on lead management.
Prepared systems for reputation monitoring and review management.
TEST LAUNCH
Tested hypotheses regarding audience selection, ad copy, and layouts.
Identified most effective combinations of creatives and target audiences based on results.
Set up retargeting communications for "warm" leads.
Optimized ad campaigns and scaled successful combinations.
FULL LAUNCH
Team management and internal processes:
- Training for administrators on communication scripts.
- Analysis of conversations and recommendations for improving conversion rates.
Digital marketing:
- Scaling effective combinations found during testing.
- Simultaneous testing of new audiences and ad formats.
- Ongoing bid and impression control and optimization throughout the campaign.
Reputation management:
- Managing reviews on local platforms and search services.
- Handling negative feedback and promoting client loyalty.
- Collecting client feedback with a bonus system for reviews.
Content marketing:
Working according to the content plan:
Working according to the content plan:
- Daily Stories created by administrators.
- Filming expert and entertaining videos by the production team.
RESULTS
PERIOD: 25.11.2024 — 20.02.2025
PERIOD: 25.11.2024 — 20.02.2025
• Messages recieved: 286
• Ad spend: 423$
• Cost per conversation: 1,48$
• Link clicks: 1479 (CPC — 0,29$)
• Total clicks: 3591 (CPC (all) — 0,12$)
• Conversion to client: 22%
• New Instagram followers: 1061
• ROMI (Return on Marketing Investments): 193%
• Ad spend: 423$
• Cost per conversation: 1,48$
• Link clicks: 1479 (CPC — 0,29$)
• Total clicks: 3591 (CPC (all) — 0,12$)
• Conversion to client: 22%
• New Instagram followers: 1061
• ROMI (Return on Marketing Investments): 193%
CONCLUSION
A thoughtful strategy, focus on the doctor’s strengths, accurate targeting, and continuous ad optimization helped attract strong interest in the new specialist. A loyal patient base was built, appointment bookings increased, and new opportunities to enhance contextual advertising were found. Work on targeted campaigns is continuing.
| | WANT SMTH BUT KEEP QUIET? THEN THIS CONTACT FORM IS FOR YOU GO AHEAD AND FILL IT OUT! |