CLIENT:
HOSPITAL AT PLEŠA
INTRODUCTION
How We Helped to Increase the Number of Patients in Surgery
The hospital in Pleš was facing the challenge of how to raise awareness of its availability for specialized surgeries, amidst a market situation where people waited for surgeries for several years in other facilities. The hospital had significant capacities for serious surgeries, particularly in the field of radiology, but many potential patients were unaware of these options. The goal was to inform the public that experts and facilities available here enable quick and effective procedures.
DRAFT
Video Campaign Focused on Communicating the Benefits
To solve this problem, we proposed and implemented a campaign that carried a main message, which at first glance seemed somewhat controversial, but was true:
"Your illness is not the priority – your health is."
The key tool of the campaign was the main video spot, which showcased the professional approach and quality facilities of the hospital, and subsequently we created a series of shorter videos that focused on specific benefits – why choose this hospital for complex surgeries.
STRATEGY
Multi-Channel Strategy with Targeted Content
To achieve these goals, we designed a comprehensive and effective multichannel campaign that included a wide range of advertising formats and platforms. We combined Google Ads, Sklik, and Meta (Facebook, Instagram) to reach as many relevant users as possible. The campaign also included various types of ads (video, banners, responsive ads), which allowed us to tailor the content to each stage of the customer journey.
Last but not least, we also supported the entire campaign with an outdoor campaign.
Steps we took
1
Google Ads and Sklik: We targeted specific keywords and used a combination of search, display, and video campaigns. As part of the display, we created remarketing strategies and modified targeting based on the specific interests of the target audience.
2
Campaign Meta (Facebook and Instagram): We have established three main types of campaigns – reach (for increasing awareness), traffic (to bring people to the website), and lead-generation (focused on obtaining contact forms).
3
Optimization and Monitoring: We continuously monitored and optimized campaigns to ensure efficient budget expenditure. This included adjustments to targeting and testing various ad formats for maximum performance.
The result? Surpassing goals and efficient budget management
Although we had a limited budget, our campaigns delivered great results that exceeded initial expectations. The biggest reach and conversions came from responsive banners. They appealed to a wide group of people and helped bring in quality visitors.
The campaigns focused on search performed excellently, bringing in 73% of the main conversions. Video ads, despite initial issues with blocking, had a positive effect on increasing awareness and engagement, primarily on social networks.
TOTAL CAMPAIGN REACH
7+ million views, 40% above the target
WEBSITE TRAFFIC
CONVERSION
PRICE PER CLICK
IMPORTANT
What worked best
The biggest impact and conversions came from responsive banners. They reached a wide audience and helped bring in quality visitors.
Excellent results were achieved by search-focused campaigns, which drove 73% of the main conversions.
Video ads, despite initial issues with blocking, had a positive effect on increasing awareness and engagement, primarily on social networks.
What did we learn?
The campaign demonstrated how to effectively utilize a combination of various online channels and formats to achieve quality results even with a limited budget.
Thanks to a smart and flexible approach to online advertising and strategic setup, we not only met but also exceeded the campaign's goals. We showed how to effectively reach the relevant target audience and bring them to the website at the lowest possible cost. This campaign confirms that a quality and well-thought-out strategy and creativity can bring excellent results even with a limited budget.
