Client Success: Increasing Patient Volume for a Local Medical Spa
Mar 12, 2021Sara Brasfield
2 minute read
Demand for cosmetic healthcare services has boomed in recent years, with nearly half of all American adults considering elective procedures or cosmetic treatments either now or in the near future.
More than a quarter—28 percent—of those consumers would be first-time patients, representing a major opportunity for cosmetic service businesses eager to increase the number of patients they serve. For one local med-spa eager to establish itself in its local market, this growing demand for its services was an opportunity the company couldn’t pass up.
To capture a greater market share of local cosmetic care patients, the company approached Cox Media to identify the best strategy for engaging those consumers.
To advertise to the local market in a cost-effective manner, the med-spa client was eager to create an ad strategy that could be targeted to specific locations most likely to attract its target audience.
The business also wanted to build awareness for its brand in general, and for its website as a specific referral destination that could be used to generate leads and potential conversions of new clients. To measure success of this awareness-level campaign, the client and Cox Media identified website traffic, page views, and location-based conversions as metrics that would demonstrate the success and ROI of this campaign.
After consulting with the client, Cox Media developed a multi-screen ad campaign that delivered display ads across desktop, mobile and other devices.
In addition, each campaign was targeted through location-based filters. Geo-fencing was used to target prospective patients at competing med-spas in the area, increasing opportunities to convert patients away from those rival businesses. Search-based campaigns leveraged category and keyword targeting, as well as retargeting, to deliver display ads to consumers performing search queries relevant to the med-spa’s offerings.
All of these campaigns were targeted to the specific geographic area served by the client, ensuring that no ad spending was wasted on consumers deemed too far away to be reliable prospects for that business.
In just a matter of weeks, the client reported a clear increase in the number of inquiries coming into its med-spa, demonstrating the immediate impact the campaign made on its revenue opportunities. Along with this measure of success, the performance metrics for the campaign yielded the following gains:
- Over 1.5 million impressions in a three-month period;
- 3,200 website referrals—a 44 percent increase in web traffic;
- A 39 percent year-over-year increase in page views;
- A 42 percent YoY increase in exercise equipment sales;
- An additional 130 patient visits driven through geo-fenced campaigns.
With a targeted approach and clear referral strategies in place, the client’s digital ad campaign produced significant ROI that quickly expanded its patient volume and accelerated the company’s growth trajectory.
Find out how our digital ad services can help your business achieve similar revenue growth—contact us today to learn more.
About the Author
Sara is the Content Marketing Manager for Cox Media's corporate team in Atlanta, with a passion for writing and delivering relevant insights for advertisers. With more than seven years of experience in B2B marketing, Sara aims to help Cox Media's current and future clients connect with their customers find new and unique ways to grow their business. Outside of the (now virtual!) office, Sara loves spending time running, reading and supporting her favorite teams (Go Braves & Gamecocks!).View All of Sara's Blogs