When even the online marketer can’t believe the results – A case study
When even the online marketer can’t believe the results – A case study
Today, I’d like to share with you an exemplary case of surprising orders from surprising places – something even us marketing experts never would have expected. Let’s see the results and what lead to them!
Today, I’d like to share with you an exemplary case of surprising orders from surprising places – something even us marketing experts never would have expected. Let’s see the results and what lead to them!
One of the fields our company specializes in is healthcare marketing. I’ve worked with several large pharmaceutical companies (such as GSK, Abbott, Egis, etc.) and numerous private doctors, but the case I’m about to present to you managed to surprise me even despite my 14 years of healthcare marketing experience. When you see the statistics, even you won’t believe them! But that’s enough beating around the bush – let’s see exactly what this is all about!
The implementation of online marketing – How we started
So let’s see what lead to these results. We were the first in Hungary to use a method (which many had since adapted) of starting a project not by giving a quotation, but by doing an online marketing audit and, based on the results of that audit, by developing an online marketing strategy. It’s not exactly a professional thing to offer the same strategy for a multinational company, a single entrepreneur, a doctor, or a restaurant.
uring the development of our strategy, we consider the marketing tools that would fit our client’s needs. This is also the phase where we do a thorough competitive analysis, which is nothing to be ashamed about, as our competitors also try to learn from us all the time.
Among other things, the strategy consists of specific, measurable marketing goals, the list of online marketing tools to use, and their excepted results. When and for how long these tools should be used are presented in the annual schedule.
For example, until the prefect landing pages for the Google Ads campaigns aren’t up and running, we don’t plan on spending on such advertisements. Instead, the main task is usually to and create a user-friendly, customer-centered website, or to develop a strong presence for our client on social media.
When it comes to social media, it’s important to consider what platforms have proved to be successful for our competitors. This is what we did for one of our clients, plastic surgeon Dr. András Tóth. András came to us with a request for a stronger presence on Instagram, and, after running our analysis, we too saw that many plastic surgeons and private practices spend a lot on their Instagram presence. So, while also working on a website, we started to develop his social media communications.
The basic version of the website nicely leads the visitor through the conversion process, and we came up with a “bait product” as well.
The results of the first consultative month
Generally, we ask our clients to give the strategy 6 months, as the results of SEO don’t usually become apparent for a few months, and Google Ads campaigns also need some time to “get rolling”. At the end of that half-year period is usually when our clients are finally satisfied with the results and start ordering more of our services.
András, however, came to our first monthly consultation with a happy expression on his face, and immediately asked for more services. This came as a surprise, because even SEO, the most effective online marketing tool doesn’t show its results this quick.
So let’s look at the statistics for conversions, or, the number of people who booked a surgery in the first month, as compared to the baseline:
Now that’s what I call a surprise! Instagram had proved to be successful with a demographic not usually associated with the platform. Thanks to a modified communication strategy, Facebook too had proven its worth, but Instagram was the real star of this story.
It’s worth nothing that András and his marketing team have never used Instagram before (they were rather active on Facebook though), but Instagram communication in itself couldn’t have been this successful without us getting Bonusz Plasztika 6000 new followers first.
Takeaways and conclusion
We still strongly believe that search engine optimization is the most cost-efficient online marketing too. However, SEO results take time to show.
When it comes to online healthcare marketing, the organic use of Facebook can still be efficient, as proven by this case study, wherein we didn’t pay anything to get these results on the platform.
The most important takeaway though is that Instagram is not only a platform for bored teenagers – it can also be a powerful marketing tool that converts users over 40.
If you’d like for us to achieve the same results for your business by using Instagram, Facebook, search engine optimization, or paid ads, then click here to contact us !
Online marketing consultant since 1998
After graduating from my diplomas, I could not decide whether to stay on the scientific career or place my interest in marketing on a business basis. So let's both co-exist, I thought, and started writing it for a doctorate in marketing, I taught at university, while I founded the Marketing Professors BTL Communication Agency. In the past, I played a role in the marketing communication of more than 500 SMEs and dozens of large companies. I did not provide the research, and with my team we have built a marketing communication strategy that can be effectively and cost-effectively implemented in virtually all industries through search engine optimization (SEO), social media marketing and content marketing (publishing). If you've got to know that Ti also needs such an effective marketing communication strategy, ask our offer if you do not already feel the overwhelming power of the Internet, read our articles, but I know your time is coming.
Online Marketing Advice - What Does It Mean To Do This Business?
Online marketing is not the same as offline marketing. Reaction’s times, reactions, and tools are quite different. Whether it is a small business or a number of brands in a pharmaceutical company, the proven sales and marketing experience can not be adapted to the online world. A company introduction or even a well-written marketing text is not enough. We not only write about potential buyers on the Internet, but also the search engines and the habits of Internet users. But if we hit them, we get a yarn that brings us commercials that are free or not, so many people get what we can not hope for using traditional tools. What should I do for this? Search engine optimization? Community Media Marketing? Content Marketing? A creative idea and a lot of experience, and above all, well-developed marketing strategy!
Online PR and Publishing
In addition to online marketing, Publishing and online PR are part of a complex marketing strategy. By working with pharmaceutical factories, I learned what to do if we are not only have to defeat, denigrate hardcore and capital-intensive competition but also fight against authorities and the media. I've taken part in many projects in which we were not even allowed to say what we want to sell, but we were expect to present concrete sales figures at the headquarters of the multinational corporation as a result of online PR or publishing. It can not be mistaken because all eyes of competition and the media are on us, and we can expect millions of penalties for the slightest breakthrough. Still, records have been decided on sales growth figures!
Online marketing lectures, education and research
I teach not only student training, but also theoretical research as an instructor at the Szent István University Marketing Institute of Gödöllő. My doctoral (PHD) work is also about online marketing. During the day-to-day practice of the university research work and & nbsp; Marketing Professors Ltd., I can gain experience that few people today in Hungary. The combination of theoretical university research and the merciless challenges of business life, supported by cutting-edge EU sources, is an effective and competitive knowledge. I try to convey them not only to my students but also to my colleagues at international marketing conferences, but also to my clients in everyday practice. Search Engine Optimization, Facebook Marketing, AdWords Campaigns, LinkedIn, and I could classify the corporate courses I've held in recent years, placed in companies.