Chiropractic clinic's digital advertising success story
Client Overview:
Complete City Health is a prominent chiropractic clinic located in an urban setting, offering a wide array of holistic healthcare services to improve the well-being of their clients. The clinic faced a unique set of challenges exacerbated by the COVID-19 pandemic. Due to decreased city foot traffic and reluctance to visit healthcare facilities in person, they experienced a dramatic decrease in patients. As their clinic was situated in the city, they grappled with the need to revitalize their patient numbers.
Elaboration on Strategy: To address the unique challenges posed by the COVID-19 pandemic and the decrease in patient numbers, Complete City Health adopted a multi-pronged digital advertising strategy. They combined Google Ads for general chiropractic marketing with a dedicated campaign for spinal decompression services on Facebook.
The spinal decompression campaign on Facebook capitalized on the fact that Complete City Health was one of the only clinics in Sydney offering this specialized service. This distinctive offering served as a compelling reason for people to venture into the city to seek their services, effectively countering the decline in foot traffic. By creating a special offer, they enticed potential patients, reinforcing their reputation as a leading chiropractic clinic in the city.
This dual approach not only addressed the pandemic-induced challenges but also leveraged the clinic's unique selling proposition to attract a broader audience, ultimately revitalizing their patient numbers and ensuring the continued success of Complete City Health in the ever-evolving healthcare landscape.
This case study highlights the remarkable results achieved through the implementation of digital advertising strategies, specifically Google Ads and Facebook Ads, to overcome these challenges.
Google Ads Campaign:
Initial Challenges:
- Complete City Health faced a significant decrease in patients due to the COVID-19 pandemic.
- Reduced city foot traffic and limited willingness to visit in-person healthcare facilities.
- The clinic's location in the city made it challenging to maintain patient numbers.
- They were not effectively tracking conversions, particularly in terms of actual booking inquiries through Cliniko or phone calls.
Strategies Implemented:
- Conversion Tracking: The primary focus was to implement conversion tracking, specifically for booking inquiries, using Cliniko to gain better insights into campaign performance and optimize accordingly.
- Keyword Optimization: The ad campaign's keywords were refined to enhance relevance and effectively reach the target audience seeking chiropractic services.
- Negative Keywords: Negative keywords were identified and utilized to eliminate irrelevant traffic and reduce ad spend wastage.
- Budget Management: A meticulous budget management strategy was introduced to ensure resources were allocated efficiently.
Once we set up conversion tracking to Cliniko, this was the result we achieved after the first month running ads - - The cost per lead (CPL) was relatively high at $75.23.
- - The initial number of leads generated was 23.
Results After 3 Months:
- Latest Average CPL: Reduced to $62.90.
- Latest Number of Leads: Increased to 29.
- Overall Impact: Achieved a 16.4% reduction in Average CPL and a 26% increase in the number of booking inquiries.
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Facebook Ads Campaign:
Initial Challenges:
- High CPL of $96.65.
- Initial number of leads stood at 15.
Strategies Implemented:
- Audience Segmentation: The campaign structure was redefined to target specific audience segments within the chiropractic niche that were more likely to be interested in spinal decompression and related services.
- Retargeting Campaigns: Retargeting ads were introduced to re-engage users who had previously visited the clinic's website but did not proceed with booking.
- Discounted Offer: A compelling discounted offer for first-time patients was incorporated into the ad creative to incentivize conversions.
Results After 3 Months:
- Latest Average CPL: Significantly reduced to $47.05.
- Latest Number of Leads: Increased substantially to 33.
- Overall Impact: Achieved a remarkable 51.3% reduction in Average CPL and a remarkable 120% increase in the number of booking inquiries.
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