MIM | Biz Case - Medical

Medical Business Case

“GMI helped me to add 297 new clients to my podiatric clinic in the first year alone!”

Dr. Marilyne Langlois

Owner of Clinique Podiatrique Kirkland, Canada

SERVICES USED BY THIS CLIENT

INTERNET MARKETING

PAY-PER-CLICK

LOCAL SEO

CONTENT MARKETING

Results achieved for PodiatreKirkland.com:

297 new patients in the first year, that’s 25 new patients every month

A Return On Ad Spent (ROAS) of 484% : for each 1$ invested into her Google Ads campaign, Dr. Langlois got 4.84$ back

Total additional revenue : +65 000$ in the first year

A flourishing business and a full appointment book for Dr. Marilyne Langlois

When Dr. Marilyne Langlois decided to launch her own podiatric clinic in Montreal’s West Island, it wasn’t before the reality hit home : a hefty monthly rent, renovation cost of the new clinic, expensive medical equipment, staff salaries … The invoices were piling up. The projected number of new patients had simply not materialized. In short, Dr. Langlois was losing money fast.

She was weeks away from giving up when we first met with her.

What Dr. Langlois needed was a reliable solution for generating solid leads, a solution that would send a measured flow of patients her way, a flow that she could control just like she controls a water faucet to fill a bucket.

“If you want the recommended solution to achieve the desired results, it is critical that you ask the client the right questions, right at the beginning of a digital marketing project. After we isolated and understood the problem, we devised a strategy to solve the lead generation issues that Dr. Langlois was facing. Then… We delivered! “

INTERNET MARKETING

Internet Marketing Strategy:

Realign outreach to target market

“What do you do when newspaper ads, Yellow Pages and hand-delivered brochures are not enough to drive business? You have to be where your customers are: on desktop, tablet and on mobile.”

Dr. Langlois applied all of the traditional local marketing tools she could think of: local newspaper ads, Yellow Pages and locally distributed brochures—but in an age where everyone turns to their mobile phone for all they need, who is still reading newspaper ads? Dr. Langlois needed a solution that would show her ad in real time whenever someone searched on Google trying to solve an itchy foot problem.

In a series of meetings with Dr. Langlois that followed the initial consultation, we acquired an in-depth understanding of her business and formulated a strategy to achieve the following objectives:

Generate a volume of 10 new patients per month (after optimization, our campaign generated 25 new patients per month within the same budget)

Minimize the cost to achieve highest Return on Ad Spent (ROAS) possible

Schedule ads to appear at specific times during the day to facilitate the scheduling of appointments

Configure Google Ads to deliver ads to specific postal codes in the vicinity of the clinic in order to target the right patients

PAY-PER-CLICK

Pay-Per-Click Strategy: Investing more ad budget on high-value services to increase Return on Investment (ROI)

“It is possible to laser-target specific services if they can be clearly linked with search terms people use on Google. Matching this information with conversion tracking codes installed on the clinic website allows targeting specific medical conditions. This eliminates irrelevant calls before they happen and increases profit.”

Dr. Langlois identified “Orthotics” as one of her most profitable service-offerings, because she had repeat patients returning to her over and over for a long time

Consequently, we created a separate campaign with its own ad budget and own set of keywords to drive higher call volumes for “Orthotics” inquiries

Similarly, campaigns were created to preferentially target specific podiatric treatments such as bunion treatments, hallux valgus or ingrown toenail surgery

On the other hand, Dr. Langlois needed to reduce the number of phone calls for specific treatments as her clinic was not equipped to handle them. We excluded those service inquiries by using the “Negative Keyword” function available in Google Ads

Conversion Rate Optimization

Conversion Rate Optimization: Add missing ‘call triggers’ on website

“People searching for the solution of a problem want immediate answers – it’s a matter of seconds, not minutes. This means optimizing website content and adding specific features to get more calls.”

Dr. Langlois website was ‘ok’, but its response to the urgent needs of impatient mobile customers was far from desirable.

We optimized the clinic website to boost conversions: we placed the phone number on top of all pages, added Dr. Langlois’ photo to strengthen trust signals, and installed an interactive appointment calendar

We activated Click-to-Call campaign extensions and installed a mobile call script on the clinic’s website. Prospective patients can now click on the ad to call the clinic on mobile and book an appointment

We know what keyword patients were typing into Google to trigger the ad, and use that information to optimize the ads and get even more calls

LOCAL SEO

Local SEO Strategy: Use PPC intel to optimize the performance of local SEO

“By customizing geo targeting, we are able not only to target a city or specific postal codes within that city – we can actually identify patients with a specific medical condition that are located in a geographical area. The match happens at the precise moment when people are looking up information about that condition on Google, or searching for a physician to treat that condition.”

Dr. Langlois’ podiatric clinic is located in a semi-commercial area of Montreal, accommodating both residences and businesses. To drive more phone calls, we targeted the postal codes of residential areas and applied radius targeting for other geo targets of interest

We combined geo targeting with keyword targeting to reach out to prospective patients who showed interest in specific medical conditions and were located in our area of interest

Local demand is ‘local’ only to the extent that people are locally present in the targeted area. This means we also had to find ways to target people whose residences are located outside of the clinic service area, but who were working close to the clinic and were able to schedule a visit during lunch time

We use the intel gained through PPC to optimize our local SEO strategies

PAY-PER-CLICK

Pay-Per-Click Strategy: Align increased call volumes with staffing calendar

“While it’s great to drive more calls to the medical clinic, it is equally important to make sure that the clinic is capable of handling the increased call volume – that’s where Google Ads Scheduling comes handy. This is made possible by running ads only at specific times of the day.”

Marilyne Langlois wanted to have specific time slots dedicated to answering the phone. We set up ad scheduling to make ads appear only on the days when additional staff was available to handle the increased call volumes.

In addition to managing call volumes, Ad Scheduling also allows us to project the staff required to scale the business: For example, if you know that one receptionist can handle 50 extra calls per day while your ads appear only 50% of the time, it’s easy to calculate how much more new patients your clinic you could get with hiring an additional receptionist.

Results achieved for PodiatreKirkland.com: