PROJECT
“MILAMED”
MEDICAL CENTER
“Milamed” Medical Center is one of the leading clinics in Khmelnytskyi and decided to break away from the usual approach to social media in the medical field. The goal was to become more recognizable, connect more closely with patients, and attract clients to the medical center’s services.
PROJECT START
PROJECT CHALLENGES:
ACTION PLAN:
RESULTS:
October 2022
- attract new patients to the medical center.;
- improve the website’s visibility in organic search, as it was previously only known to existing clients, resulting in almost no new patients.
- set up analytics and gathered key search queries to promote the project in Google Search;
- made website adjustments to ensure proper indexing in search engines for SEO promotion (optimized page titles, meta descriptions, and H1 headings);
- created SEO-optimized articles for each website category (medical center departments) to increase organic traffic.
- achieved growth in key search queries;
- increased organic website traffic through generic search queries, not just branded ones, attracting potential patients;
- boosted the number of inquiries and calls from the website. Overall, we increased the patient flow to the medical center through a combination of paid advertising and organic promotion.
Screenshots from Ad Accounts and SEO Tools
Fig. 1 Growth Dynamics of Incoming Links to the Project from Other Sources
Fig. 2 Growth Dynamics of Keywords and Organic Traffic for the Project
Fig. 3.1 Analytics Metrics for the First Month of the Project (November)
Visitors - 3958
Goals achieved - 652
Fig. 3.2 Analytics Metrics Five Months After Project Launch (March)
Visitors - 15120 (traffic growth 3.8 times)
Achieved goals - 1820 (2.8 times increase in goals)
Fig. 3.3 Google Ads Account Performance Metrics
-
Total Spend – 65,000.51 UAH (≈ $1,744.98 at 37.25 UAH/USD)
-
Number of Conversions (inquiries, calls) – 2,450
-
Cost per Conversion – 26.53 UAH (≈ $0.71 at 37.25 UAH/USD)
KEY TAKEAWAYS
Thanks to a well-chosen brand promotion strategy, proper segmentation, and the breakdown of departments that needed promotion and increased patient flow, we achieved a significant increase in website traffic, which in turn led to a growth in new visitors (patients) to the medical center.
The combination of organic promotion and paid advertising in Google ensures a steady flow of targeted potential clients to your platform, which in the long run allows for strong results while maintaining a fixed cost per inquiry, even as investment increases in the future.
PROJECT OBJECTIVES:
1) increase loyalty;
2) stand out among competitors;
3) maintain communication with the audience;
4) share knowledge and life hacks from expert doctors;
5) boost audience engagement with content.
According to the objectives set in the development strategy, our team:
-
Created a unique style — during the first two months of collaboration, we developed a visual approach alternating between promotional and informative posts. A distinctive social media style was established, unlike any competitor, allowing the brand to stand out immediately.
-
Organically grew the follower base — from November 15, 2022, to January 15, 2023, the number of followers increased by 85.
3. Increased brand awareness — during the first two months of collaboration, 4,496 accounts were reached, of which 3,927 were not yet followers of the page.
4. Built brand loyalty — by choosing Reels as the main type of content, we reached 4,148 users, nearly 80% of whom were not yet followers.
5. Attracted clients — from November 15, 2022, to January 15, 2023, profile visits increased by 4.1%, reaching a total of 1,321.
6. Engaged with the audience — through high-quality content, interactions increased by 56.8% compared to the previous period.
7. Encouraged content interaction — with a primary focus on Reels videos, engagement rates improved significantly.
8. Motivated followers to purchase services — from November 15, 2022, to January 15, 2023, we received 30 inquiries via Direct messages.
CONCLUSION:
Based on these metrics, we concluded that the medical center began attracting interest through high-quality organic content. These results were then reinforced with targeted advertising. Initially, ad campaigns were launched for:
- family doctor services and signing declarations with them
- emphasis on surgeries performed at the clinic
Additionally, a communication goal for the account was implemented — collecting client reviews to increase trust in the medical center.
Collaboration is ongoing.
