A dermatology clinic celebrating its 4th anniversary was interested in hiring new providers, expanding services, and increasing appointment bookings. The practice was investing in traditional methods of advertising, including magazine ads, billboards, and local sponsorships, to build awareness in the community. To accelerate marketing efforts, they partnered with Plum Grove to gain new patients, promote new services, and re-activate former patients.
Tactic
The dermatology advertising strategy was two-pronged. First, a brand position and persona profile were developed to create impactful messaging and a targeted contact list in the local area. In addition, a campaign was produced to advertise to patients who visited competitor locations.
Addressable geofencing was leveraged to serve ads on the phones, tablets, and laptops of the households on the target contact list. Animated ads captured attention with colorful photography, bold headlines, and a large call-to-action button.
Dermatologist offices in the local area were also geofenced for the purpose of serving ads to their patients. Once a mobile device was captured, ads were served to the prospect for 90 days. The messaging promoted “no wait time” and “clean, modern facility” – areas that were considered weaknesses of the competition.
Results
Over the course of 3 months, the dermatology campaign displayed more than 2 million ads, resulting in more than 2,300 website visits. Conversion zone technology was used to track the number of people who saw or clicked on the client’s ads and ultimately visited the dermatology clinic. The ads generated more than 50 patient visits to the clinic.
Results
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