Dr. Marilyne Langlois
Owner of Clinique Podiatrique Kirkland, Canada
Dr. Marilyne Langlois
Owner of Clinique Podiatrique Kirkland, Canada
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.
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! “
“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:
“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.”
“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.
“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.”
“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 AdWords Ad Scheduling comes handy. This is made possible by running ads only at specific times of the day.”