Lead generation in the medical fitout space
Lift in Google Search (SEO)
conversions in a
Reduction in cost per leads from
Facebook compared to the
Improved bounce rate
in the same period
Based in Sydney, whilst also servicing clinics in Melbourne, Brisbane and Perth, Perfect Practice have worked hard to create a reputation that puts them at the forefront of surgery design and fitout services.Whatever your clinic requires, be it dental fitouts, medical and allied specialist healthcare facility design, veterinary or corporate interior, Perfect Practice are more than equipped in both expertise and ability to cater to your specific needs.
The majority of leads being garnered by Facebook Ads were of poor quality and Perfect Practice were having difficulty converting these leads into genuine opportunities. What’s more, Perfect Practice had limited visibility of the customer journey once a lead landed in their CRM not to mention any automated email nurture workflows. This was a major point of focus for our team of campaign engineers.
Before commencing any updates to the client’s website, CRM or campaigns, we first conducted a thorough audit of all owned & paid properties. This included the following:
Our focus for Phase #1 was to optimise the client’s owned properties to ensure that they provide an exceptional customer experience. This included but wasn’t limited to the following:
Whilst our team of digital experts were working on the above optimisations, our campaign engineers began their process of rebuilding the paid campaigns in Google and Facebook to industry best practice.
As Facebook was delivering the bulk of enquiries, we spent the majority of our time analysing the current setup and more importantly how we could deliver better quality leads from our campaigns.
This included the introduction of the following key audiences:
Audience targeting is obviously one key component when building out a campaign. Next we turned our focus to the existing creative, copywriting, call-to-actions and offers being presented to the Perfect Practice audience.
Our in-house team of designers & copywriters created new assets that spoke specifically to the key decision makers (buyer personas) and industries (medical, dental, allied health) we had identified during our initial client discovery session. This was supported by a brand new eBook download that we used for our lead magnet within Facebook ads.
Within the first 3 months of launching our new campaign structure and completing our site optimisations, we saw the average cost per lead in Facebook reduced by a huge 76%.
Organic Search traffic lifted 20% in comparison to the previous 3 months, and this resulted in 47% increase in session duration whilst at the same time reducing the overall bounce rate by 15%.
Thanks to the inclusion of our email and SMS autoresponders, the lead quality & responsiveness also lifted dramatically. Finally, the decision to implement dynamic call tracking allowed Perfect Practice to better attribute where each call was coming from & how best to invest their advertising spend next financial year.
We have been working with SDM since 2019 and are more than happy with the level of detail and strategic thinking the team brings to our business. I highly recommend them as a digital marketing agency that delivers on their promise.
Lester Arnot | CEO | Perfect Practice
Increase in conversions from
Lift in paid search traffic
for the same budget
Increase in paid search