Overview

Executed performance campaigns for a leading hospital in India with a presence in 21 cities to generate leads for high-ticket procedures (CONGO-T: Cardiology, Oncology, Neurology, Gastroenterology, Orthopaedics, and Transplants).

Delivering 187% growth in leads over a period of 6 months, the campaign translated to a ROAS (Return on Ad Spend) of 5X.

The Challenges

To scale the campaign while maintaining the CPL (cost per lead) and facing stiff competition from healthcare aggregators like Practo, Netmeds, and Pristyn Care, having a larger advertising budget for an aggressive marketing approach.

Result Delivered

Feb ‘22 – Aug ‘22

• Leads: 187%

  Bolstered Consultation Queries For High Ticket Procedures From Potential Patients

• CPL

  Successfully Maintained The CPL While Scaling The Campaign And Spends

• Conversion Rate: 46%

  Intelligently Optimized the Campaign to Deliver a 46% Improvement in Conversion Rate

• Return On Ad Spend (ROAS): 5X

  Delivered a Monthly Average ROAS of 5X

Key Strategies implemented

• Advanced Keywords Research

  Targeted transactional/ high-intent keywords related to high-ticket value procedures to reach the right audience.

• Landing Page Optimization

  Optimized the headline, copies, UI/UX, CTA buttons, etc., to improve the landing page experience and boost conversions while reducing the CPL.

• Bidding Strategies

  Utilized a fine balance of manual and automated bidding strategies to maximize lead volumes while maintaining a favorable CPL.

• CRO

  Improved the conversion rate by using a combination of search, display, and local ads and creating action-oriented ad copies and CTAs.