Challenge
The key objective for The London Clinic was performance-focused; driving Self Pay enquiries and appointments on previously identified key treatments and services. The key measure of success was conversions that generated high quality enquiries and appointments.
Audience
The primary self-pay audience is consumers – an affluent ABC1 audience, 50+ years old, with a minimum salary of £60K. The secondary audience still included an affluent ABC1 audience with a minimum salary of £60K, but with an age of 35+ years old.
Strategy
Over time, leads will dry up with a purely leads today approach, so we needed to consider the whole funnel to achieve campaign success. We used a omnichannel approach, focusing on awareness/engagement channels to fill the sales funnel and identify new audiences which is then captured through direct response channels. A significant restructure of the PPC account was undertaken and a significant portion of the budget was invested into this channel to capitalise on the increased demand. This campaign also included paid social, performance and brand-focused digital display, OOH and print.
Results highlights
Results Overview
The self-pay campaign for The London Clinic led to a year on year increase in conversions, including an 18% rise in phone calls. The significant investment through PPC resulted in an increase in the variety of services that users were enquiring about. Engagement rate also increased in the account year on year by 20%, which demonstrates an improvement in account efficiencies after the restructure. A new cookie policy was implemented 2 months into the campaign, which meant that year on year results were negatively skewed. Despite this, we still saw an uplift in conversions and an increase in conversion rate.