Campanie
General Information:
Strategic approach:
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Context Pandemic has accelerated demand for private healthcare, prompting more people to purchase private health insurance or pay for treatment. People are inevitably thinking more about their health and prioritizing how they look after themselves and their families. The result is that interest in private medical insurance is rising. Challenges Our challenge was to find new digital platforms or media vehicles that can bring incremental results and further strengthen Regina Maria’s position as market leader. At the same time, we had to clearly demonstrate the impact in business, which has never been done at this stage. Objectives Our goal was to generate quality leads and scale the lead generation process. At the same time, we wanted to connect the media results to business metrics, more exactly we want to find out how much revenue we are generating from our campaign. And by revenue we are talking about how much money are we generating from users interacting with our Search campaign. Approach We had a two-step approach that was built around the business challenges. 1. Analytics / Tracking Regina Maria is not an ecommerce brand but still, consumers can make reservations on the website or app. Further, they are going in offline locations and paying for the services. Through a custom implementation of Google Analytics, we have transformed Regina Maria’s standard Analytics into an ecommerce Analytics that can track users from: • Creating account • Making an appointment • Paying in offline locations • Reporting all the data in Google Analytics The custom implementation is based on customizing the data layer and setting up specific events in Google Tag Manager. 2. Media Approach: Google Search Google Search was the backbone of our approach. With a rising interest for private healthcare services, we used Google Search to capture all relevant traffic. In this case, we had to create a structure that can accommodate a very fragmented business: - 300 locations - Over 1.000 doctors - 50 different specialties - Web & App environment We had to think everything in detail, from campaign structure, ad-groups, text ads, audiences, and bidding strategies. Reporting was something that we have also worked and using Looker Studio we have automatized all digital reporting flow. In the end, we used landing page personalization (through Google Optimize) to customize our website in different cities. |
Execution:
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