Women’s Health Check Awareness Facebook Campaign
Run a Facebook Ad campaign to generate more awareness on the importance of a yearly women’s health check and to generate more patients for the client’s gynaecology services.
Dr. Gan’s story
Raising awareness on the importance of a yearly women’s health checkup.
Dr. Gan is a leading female obstetrician and gynaecologist based in Penang, Malaysia with over 30 years of experience. She provides personalised women’s health care with exceptional quality.
Dr. Gan lost her mother 31 years ago to cervical cancer. Despite her mother diligently undergoing yearly pap smears, by the time the she tested positive the cancer had spread rapidly and it was too late.
As a tribute to her mother she has made it her mission to educate patients that health checks do help save lives, but more importantly, not all health checks are equally effective!
Dr Gan’s Goal
To encourage as many local women of all ages as possible to come in for their annual health checks.
We had three major obstacles to overcome to achieve this:
Dr. Gan realised how prevalent the lack of awareness could be about the importance of health checks because there is not enough discussion and education on this amongst the community.
Even for people who are aware they need regular health checks, they often do not prioritise it over other commitments. We noticed many people got held up at work or forget to turn up because they were just too busy at work.
There would be resistance to online marketing for health and most people were not used to scheduling a health check online.
We analyzed the usual thought process behind people scheduling visits to the doctor and came up with the insight that the vast majority of people would only see a doctor if there was a problem – even if it was to schedule a check up. Based on this insight we developed an advertising campaign using the problem – solution method. We had to ensure our initial adverts managed to educate women on the signs and symptoms they commonly faced and what it would mean for their health.
Firstly we create a special women’s health package and used that to encourage women to prioritise their health checks.
We relied on Facebook for highly accurate targeting and ability to deliver the right message to the right audience at the right time.
1) We selected Facebook as our primary means of reaching out to women because it offers highly targeted adverts to the right audience at the right time. Using Facebook ads, we targeted 3 different age groups 20-35, 36-50 and 51 and above with relevant ads, which best represented the common problems women faced at each stage of their lives. A variety of ads were used, from image ads to video ads to reach a wider segment of the community. Here are some examples: Image Ad (targeting women 51+)
Video Ad (Re-targeting Ad for those that have clicked to view the campaign)
2) All our ads led to a personalised medical quiz and each age group would be presented a different set of questions.
3) The quiz results had 5 outcomes. Target audiences had the option to opt in after completing the quiz and they would receive a series of emails over the next 3 months. We would group each respondent into a set email list on MailChimp based on their results (We call each opt-in a lead). We then created a detailed email marketing sequence with in depth medical articles of the common problems faced by women within each identified group.
4) Each email campaign we sent had a clear Call To Action (CTA) objective "Book Your Appointment Today", which drove people to book themselves in for the women’s health check campaign.
5) All the CTA would drive email leads/opt-ins to visit the women’s health check landing page (http://www.drganpenang.com/womens-health-check/) whereby interested patients could click on the CTA button and book themselves in for an appointment with Dr Gan online.
6) In addition, we also used a series of targeted ads aimed towards lookalike audiences based on Dr Gan’s past patient list. This meant we are able to target the Facebook ads towards people with similar characteristics based on her actual patients.
7) With the help of the Facebook Pixel, we were also able re-target patients that visited the landing page but did not sign up for an appointment. This resulted in a huge spike in booking towards the end of the campaign when reminder / urgency closing soon ads were sent out to audiences that had shown interest in Dr Gan’s campaign.
Dr. Gan’s 3-month women’s health campaign using a full-funnel marketing strategy resulting in 33 bookings (22 confirmed and 11 cancellations) for the women’s health checkup.
Of which, 16 were old customers that had not returned for more than 5 years, 2 were regular customers, 4 were new customers. In addition, 10 were new customers that did not take up the women’s health campaign package but came to see Dr. Gan for other medical issues mentioned in the Facebook ads.
This also resulted in an increase of approximately 600+ new followers on Dr Gan’s Facebook page and we were able to reach 157,000 people online, and received 2036 email leads from this campaign.
In medical marketing, it is also important to look at the overall impact a campaign has on the practice outside of the direct bookings received. The medical industry gets patients on an ad hoc basis and it is crucial for a medical practice to remain on top of a patients mind to aid patient recall when the need for a doctor arises.
We analyzed the impact of the campaign on revenue and number of patient visits in 2017. We adjusted the 2017 data to allow for seasonality and holidays by using data prior years’ as a baseline.
Comparing for 2017 the months where the campaign was ongoing to months where there was no campaign, we found that for months with the campaign:
1. Revenue was 13% higher; and
2. The number of patient visits was 27% higher
This represented a significant increase in revenue from the campaign and is significantly higher than the normal variation between months. Taking this into account, the campaign yielded an ROI of 731%, For every $1 spent on the campaign our marketing yielded an additional $8.43 in revenue.
We calculated this by taking total revenue gain over 6 months (early Feb 2017 to mid April 2017 & Aug 2017 to Nov 2017) / total marketing spend.