Case study on promotion of a specialized mammological center - increased the number of requests by 57%
Posted: Wed Dec 04, 2024 5:04 am
The medical business is keeping up with modern technologies, and more and more centers provide and advertise their services via the Internet.
Of course, like any site on the subject, the medical field needspromotion of a private clinic.
We would like to present you with a case study on clinic promotion.
About the project
Our team started collaborating with the Specialized Mammology Center in December 2016. We helped the client conductSEO website optimizationand set up a PPC campaign for the sitemammologycenter.com.ua
Client
The specialized mammological center of Kyiv conducts examination of women and prescribes professional treatment. In addition, surgeons, cytologists, endocrinologists, ultrasound diagnosticians work in the center.
Target
Using marketing tools, reach the center’s target audience and increase the number of requests.
Call
An analysis of the business niche showed that medicine is one of the most difficult topics for PPC promotion, since search engines are suspicious of such campaigns.
Ads undergo a long moderation process because Adwords only allows promotion of medical and healthcare-related products and services if the ads and landing pages comply with all applicable laws and industry standards.
SEO
Promotion strategy
Analysis
website audit
business niche analysis
competitor analysis
Collect the semantic core of the site
Conductinternal optimization
Conductexternal optimization
What did the analysis reveal?
The audit revealed the following shortcomings of the site:
slow loading speed
disadvantages of the adaptive mobile version of the site. Since 70% of visits are from mobile devices, we decided to improve it
unfilled site
there were no mentions of the site on the Internet, since before cooperation with Artjoker there was no link promotion of the site
errors in the code
errors in micro-markup of “breadcrumbs”
Competitors of the mammology center do not have a narrow specialization, unlike our client. Private clinics provide a wide range of services, starting from general therapy.
How did the collection of semantics take place?
In order to collect the semantic core, we segmented the target audience of the center:
young women with mammological problems up to 35 years old
nursing mothers
women over 40 years of age who need regular screening
For each category we have selected keywords, for example:
examination by a mammologist
breast cancer diagnostics
For each group of keys we have written optimized articles.
Internal optimization tasks
Increased indexation
The site was closed from indexing. To solve this problem, we added optimized articles and texts about the company, thereby increasing the visibility of the site.
Optimized meta tags
We worked out the target audience
The sections of the site did not cover all segments chinese thailand b2c phone number data of the target audience. To fix this, we changed the structure of the site and worked out the content of the sections
Case study on promoting a mammology center
We have identified several categories and subcategories so that clients of the center who only need an examination do not end up on the treatment services pages.
Case study on promoting a mammology center
Filled with optimized content
The medical topic is also complex in terms of writing content. Therefore, we wrote texts in conjunction with the clinic's doctors so that the articles were both optimized and as correct as possible from a medical point of view.
Lead generation
In order to increase the number of requests, it is necessary to ensure lead generation. We solved this problem using a feedback form and the call-back-hunter service:
Case study on promoting a mammology center
Provide the audience with complete information
To improve communication with potential clients, we have added the mammology center's opening hours to the website header:
Case study on promoting a mammology center
Optimize website loading speed
Loading speed directly affects SEO, so it was necessary to “speed up” the site.
One of the factors that affects the speed of work is the weight of the images. We optimized the logo and other images for faster loading. We also carried out work on all Google requirements.
Mobile version usability
Optimized the adaptability of the mobile version of the site to increase traffic.
Result
With the help of internal optimization work, we managed to bring the Mammological Center to the TOP for key queries:
mammological center (without geo-dependency)
Mammologist consultation
breast mammography
consultation with a mammologist in Kyiv
External optimization tasks
Increase the website's link mass and improve the recognition of the center's doctors.
To complete the task, Artjoker command:
published an interview with doctors of the mammology center on thematic portals and news sites)
posted articles with links to the center on forums and in directories
Results of SEO work
Increased website visibility by 400%
Case study on promoting a mammology center
Increased website traffic by 400%
PPC
The goal of the PPC was to increase the number of visits to the Mammology Center.
Promotion strategy
Analysis
Selecting Priority Directions for a PPC Campaign
Collection of semantics
Writing Ads
Drawing banners
Campaign monitoring and work to reduce cost per click
What areas of the advertising campaign were involved?
search contextual advertising
contextual media networks
We implemented targeting on medical websites and thematic forums, as well as websites for young mothers.
Overall, the campaign is segmented:
for women under 40 years of age
for women over 40, who are recommended to undergo screening every year
on young mothers
Married men over 40 years of age who can bring their wives for examination.
Of course, like any site on the subject, the medical field needspromotion of a private clinic.
We would like to present you with a case study on clinic promotion.
About the project
Our team started collaborating with the Specialized Mammology Center in December 2016. We helped the client conductSEO website optimizationand set up a PPC campaign for the sitemammologycenter.com.ua
Client
The specialized mammological center of Kyiv conducts examination of women and prescribes professional treatment. In addition, surgeons, cytologists, endocrinologists, ultrasound diagnosticians work in the center.
Target
Using marketing tools, reach the center’s target audience and increase the number of requests.
Call
An analysis of the business niche showed that medicine is one of the most difficult topics for PPC promotion, since search engines are suspicious of such campaigns.
Ads undergo a long moderation process because Adwords only allows promotion of medical and healthcare-related products and services if the ads and landing pages comply with all applicable laws and industry standards.
SEO
Promotion strategy
Analysis
website audit
business niche analysis
competitor analysis
Collect the semantic core of the site
Conductinternal optimization
Conductexternal optimization
What did the analysis reveal?
The audit revealed the following shortcomings of the site:
slow loading speed
disadvantages of the adaptive mobile version of the site. Since 70% of visits are from mobile devices, we decided to improve it
unfilled site
there were no mentions of the site on the Internet, since before cooperation with Artjoker there was no link promotion of the site
errors in the code
errors in micro-markup of “breadcrumbs”
Competitors of the mammology center do not have a narrow specialization, unlike our client. Private clinics provide a wide range of services, starting from general therapy.
How did the collection of semantics take place?
In order to collect the semantic core, we segmented the target audience of the center:
young women with mammological problems up to 35 years old
nursing mothers
women over 40 years of age who need regular screening
For each category we have selected keywords, for example:
examination by a mammologist
breast cancer diagnostics
For each group of keys we have written optimized articles.
Internal optimization tasks
Increased indexation
The site was closed from indexing. To solve this problem, we added optimized articles and texts about the company, thereby increasing the visibility of the site.
Optimized meta tags
We worked out the target audience
The sections of the site did not cover all segments chinese thailand b2c phone number data of the target audience. To fix this, we changed the structure of the site and worked out the content of the sections
Case study on promoting a mammology center
We have identified several categories and subcategories so that clients of the center who only need an examination do not end up on the treatment services pages.
Case study on promoting a mammology center
Filled with optimized content
The medical topic is also complex in terms of writing content. Therefore, we wrote texts in conjunction with the clinic's doctors so that the articles were both optimized and as correct as possible from a medical point of view.
Lead generation
In order to increase the number of requests, it is necessary to ensure lead generation. We solved this problem using a feedback form and the call-back-hunter service:
Case study on promoting a mammology center
Provide the audience with complete information
To improve communication with potential clients, we have added the mammology center's opening hours to the website header:
Case study on promoting a mammology center
Optimize website loading speed
Loading speed directly affects SEO, so it was necessary to “speed up” the site.
One of the factors that affects the speed of work is the weight of the images. We optimized the logo and other images for faster loading. We also carried out work on all Google requirements.
Mobile version usability
Optimized the adaptability of the mobile version of the site to increase traffic.
Result
With the help of internal optimization work, we managed to bring the Mammological Center to the TOP for key queries:
mammological center (without geo-dependency)
Mammologist consultation
breast mammography
consultation with a mammologist in Kyiv
External optimization tasks
Increase the website's link mass and improve the recognition of the center's doctors.
To complete the task, Artjoker command:
published an interview with doctors of the mammology center on thematic portals and news sites)
posted articles with links to the center on forums and in directories
Results of SEO work
Increased website visibility by 400%
Case study on promoting a mammology center
Increased website traffic by 400%
PPC
The goal of the PPC was to increase the number of visits to the Mammology Center.
Promotion strategy
Analysis
Selecting Priority Directions for a PPC Campaign
Collection of semantics
Writing Ads
Drawing banners
Campaign monitoring and work to reduce cost per click
What areas of the advertising campaign were involved?
search contextual advertising
contextual media networks
We implemented targeting on medical websites and thematic forums, as well as websites for young mothers.
Overall, the campaign is segmented:
for women under 40 years of age
for women over 40, who are recommended to undergo screening every year
on young mothers
Married men over 40 years of age who can bring their wives for examination.