The Dermatology Clinic London
- 49% Decrease in Cost Per Acquisition Google Ads.
- 27% Increase in Organic Sessions
- 46% increase in conversions from Organic Search
After taking over the Google Ads campaigns Inflorescence looked at client data and refined the areas to target Specific London postcodes to minimise serving Ads to people who are not within a targeted catchment area of the Clinic. Inflorescence looked at refining the Ad copy and keyword optimisation to ensure that the Clinic’s offering was clear to anyone who might be searching for dermatology care. Inflorescence used keyword insertion across the campaigns to make sure the Ads are more relevant to people searching for dermatology services. The team were able to bring the cost per conversion down by over 49%.
Working as an extension of the Clinic’s marketing team Inflorescence implemented a new CRM centralised ticketing system which enabled multiple user agents to deal with new and existing patient enquiries. This speeded up the whole process of patient acquisition and significantly reduced response time to new enquiries.
Inflorescence began by looking at high search volume keywords which were related to the main treatments on offer at the Clinic. The team got to work revising existing content and adding new SEO and user friendly content for the site. Inflorescence initially focused their efforts on on-page optimisation of the landing pages from the high value treatment pages. Ongoing testing of the landing pages has meant that the bounce rates for the top landing pages has been significantly reduced. CTRs have increased along with the average time spent on pages by users.
As part of the linking strategy for the Clinic, the team were able to acquire high quality backlinks from authoritative sites in the same niche by leveraging Dr Daniel Glass’s reputation as a leading expert in the field of medical dermatology. Furthermore we used on site content to attract organic links from journalists and bloggers by optimisation for rich snippets and schema markup. A Local SEO strategy was also engaged to ensure that the Clinic ranked well locally for keywords that showed high intent.
Working alongside the Biamother team we developed a multi-channel strategy which allows Biamother to both test the market and understand the customer journey.
The strategy covers:
SEO - technical and performance content which enhances organic presence on search engines and drives traffic to the app.
Google Ads - using search ads targeting branded and generic keywords in order to directly convert users on the App Store
Apple Ads - driving high intent users to the Biamother app within App Store, ensuring brand protection and enhancing discoverability.
Organic Social - supporting the in-house team with content promotion, account growth and community management
Paid Social - content creation delivered as part of data led campaigns which boost brand awareness and conversions.
CRM - focusing on engaging and retaining users after download, and reducing churn Content Creation - overarching content creation support spanning all relevant channels.
All of the channels were fine tuned to work together, creating a cohesive customer journey to the app and beyond.
With an above average conversion rate, and below average cost per acquisition, the 6 month campaign has outperformed on target KPIs.
A co-ordinated, cross-channel strategy gave the user a unified experience as they switched between platforms, maintaining message integrity.
We achieved lower ad spend for double the conversion rate by combining dedicated ad creative and with content testing and optimisation.
- 2+ million impressions
- 26,000 + website & app visits
- CTR 2.52%
- Conversion rate 26% (against UK average of 12%)
- Cost per user £5
The Dermatology Clinic London
The main KPIs for the business were driving brand awareness as well as traffic through the doors utilising a variety of introductory offers.
We have created a two touchpoint strategy via prospecting and remarketing as well as personalised messaging and content for each of the identified buying personas.
- Paid Social - creating engaging Facebook and Instagram campaigns, driving local users through the door.
- Content Creation - content creation to support all ad placements.
During the initial 6 month campaign, we have steadily grown ROI, maximising spend to drive high quality leads and Awakn’s new clients.
Out of all of the traditional marketing channels engaged, Paid Social has achieved the highest traffic to the site and conversion value.
- 600,000+ impressions
- 4,500 clicks to the website
- CTR 1.42%
- 3X ROI
- 337 new clients driven
- Cost per user £11.50
The animation came to life from the original vector graphics from the software itself. We brought it to life with camera moves and included captions to highlight certain features and functionality.
A stylish fly through animation for a beautifully minimalist GUI, giving engineers a closer look at functionality and performance.