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Citmer, In Vitro Sucess

One of the first sucess cases of the agency was the lead generation sources for this amazing clinic.

In Vitro Clinic Case Study (2016-2018) Marketing For Sensitive Subjects

Table of Contents

  1. Introduction

  2. Multilingual Website Benefits​

  3. Google Ads and Analytics​

  4. Social Media Advertising​

  5. Premium 24/7 Assistance​

  6. Reputation Management with Clinical PNT

  7. ​SEO Blogs​

  8. Call Recording and Review Collection​

  9. Automated Booking and Reminders​

  10. Website Recording Sessions​

  11. Email and SMS Reminders​

  12. Podcast Creation​

  13. Conclusion

Mercado americano
Mercado americano

Searches volume in United States and Mexico, 2024  Spyfu

Introduction

Marketing for fertility clinics and professionals presents unique challenges due to the highly specialized nature of their services and the regulatory limitations of the country and its platforms. From 2016 to 2018, This clinic, specializing in fertility and assisted reproduction, implemented a comprehensive marketing strategy to enhance visibility, patient engagement, and overall growth. This case study details our strategic approach, focusing on the key elements that drove our success: a multilingual website, targeted advertising, reputation management, premium patient support, and more.

Multilingual Website

Importance

In a diverse market, having a multilingual website is crucial for reaching a broader audience. It ensures that potential patients from various linguistic backgrounds can easily access information and services, enhancing their overall experience and trust in the clinic. Additionally, considering the income limitations in Mexico, it is essential to target expats and people living in the Polanco area, one of the areas with higher income in Mexico, second only to San Pedro de los Garza Garcia. This approach also helps build the clinic's reputation by focusing on locations, effectively filtering out an audience that does not fit the socio-economic tier.

Strategy

Our strategy involved developing a user-friendly, SEO-optimized multilingual website. This was aimed at improving accessibility, driving international traffic, and enhancing engagement through localized content. These were executed with HubSpot CRM, which they had already purchased, and by being on the most robust solution, we used Hubspot builder to keep everything in the same environment. However, it wasn't the most cost-effective solution; it belonged to the legacy strategy, and the prospects were coming in a good number.  The website chose the language based on the browser, as some of the audience targeted were more comfortable in an English environment and also to decrease the number of clicks needed to get a quotation.​

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Implementation

  1. Content Creation: We produced high-quality, informative content in multiple languages, focusing on detailed explanations of medical procedures, patient testimonials, and educational resources.

  2. Technical SEO: Implemented hreflang tags, language-specific URLs, and structured data to ensure the site was optimized for search engines in different languages.

  3. User Experience: The website was designed to be mobile-responsive, with easy navigation, a clear call to action, and an intuitive appointment scheduling system.

Results

  • Significant increase in international web traffic.

  • Enhanced patient engagement due to localized and relevant content.

  • Improved search engine rankings for multiple languages, leading to higher visibility and more inquiries.

Google Ads and Analytics

Importance

Google Ads and Analytics are essential tools for driving targeted traffic and gaining insights into user behaviour. This allows for continuous optimization of marketing strategies based on data-driven decisions.

Strategy

We focused on creating highly targeted Google Ads campaigns complemented by detailed analytics tracking to monitor performance and make necessary adjustments.

Implementation

  1. Keyword Research: Conducted extensive keyword research to identify high-performing keywords in both local (Mexico) and international (U.S.) markets.

  2. Ad Creation: Developed compelling ad copy and visuals tailored to different demographic groups.

  3. Analytics Setup: Implemented Google Analytics 4 to track user behavior, conversion rates, and overall campaign performance, providing detailed insights for continuous optimization.

Results

  • Increased click-through rates (CTR) and conversion rates.

  • Detailed insights into patient behavior and ad performance, allowing for refined strategies.

  • Enhanced ability to optimize campaigns for better ROI.

Social Media Advertising

Importance

Social media platforms offer vast audiences and powerful targeting capabilities, making them ideal for reaching potential patients and engaging with them through various content formats.

Strategy

We leveraged social media advertising on platforms like Google, Meta (Facebook and Instagram), and TikTok to engage with a broader audience and drive inquiries.

Implementation

  1. Targeted Ads: Created ads tailored to specific demographics, interests, and behaviours identified through detailed audience research.

  2. Visual Content: Developed engaging visuals and videos that captured attention and effectively communicated key messages.

  3. Budget Allocation: Allocated a monthly budget of 150,000 MX, focusing on platforms with the highest engagement and ROI potential.

Results

  • Increased brand awareness and patient inquiries.

  • Higher engagement rates on social media platforms.

  • Successful acquisition of new patients at a lower cost per lead, with a notable return on ad spend (ROAS).

SEO Blogs

Importance

Publishing SEO-optimized blogs is a key strategy to improve online visibility and attract more organic traffic to our website.

Strategy

We produced high-quality, informative blog posts that were optimized for search engines, focusing on topics relevant to our services.

Implementation

  • Keyword Research: Identified relevant keywords related to IVF and reproductive health.

  • Content Creation: Published four high-quality blog posts each month, providing valuable information to our audience.

  • SEO Optimization: Ensured each blog post was optimized with appropriate keywords, meta tags, and internal links.

Results

  • Higher search engine rankings for targeted keywords.

  • Increased organic traffic to our website.

  • Improved patient education and engagement.

Reputation Management with Clinical PNT

Importance

Managing a clinic’s online reputation is crucial for attracting new patients and maintaining trust. Positive media coverage and patient testimonials significantly enhance credibility and visibility.

Strategy

We created and distributed clinical Publicity and News Tools (PNT) to manage and improve our reputation, focusing on positive stories and educational content.

Implementation

  1. Content Creation: Developed a variety of PNTs, including press releases, patient success stories, and educational articles.

  2. Distribution: Shared content on the clinic's website, social media platforms, and through local media outlets.

  3. Monitoring: Tracked media coverage and patient feedback to measure the impact and make necessary adjustments.

Results

  • Increased positive media coverage and patient testimonials.

  • Enhanced clinic reputation and credibility.

  • Greater patient trust and engagement, leading to higher conversion rates.

SEO Blogs

Importance

Publishing SEO-optimized blogs is a key strategy to improve online visibility and attract more organic traffic, which is critical for long-term sustainable growth.

Strategy

We produced high-quality, informative blog posts optimized for search engines, focusing on topics relevant to our services and the interests of our target audience.

Implementation

  1. Keyword Research: Identified relevant keywords related to IVF, reproductive health, and other services offered by the clinic.

  2. Content Creation: Published four monthly high-quality blog posts, providing valuable information and addressing common patient concerns.

  3. SEO Optimization: Ensured each blog post was optimized with appropriate keywords, meta tags, and internal links to boost search engine rankings.

Results

  • Higher search engine rankings for targeted keywords.

  • Increased organic traffic to the website.

  • Improved patient education and engagement, leading to more informed and prepared patients.

Call Recording and Review Collection

Importance

Recording calls and collecting reviews are essential for quality control and reputation management. This allows us to monitor patient interactions and gather valuable feedback for continuous improvement.

Strategy

We implemented call recording and actively solicited patient reviews to maintain high service standards and a positive reputation.

Implementation

  1. Call Recording: Installed call recording software to monitor and analyze patient interactions. (Cal Rail)

  2. Review Collection: Encouraged patients to leave reviews through follow-up emails and surveys, in google reviews, and top doctors.

  3. Analysis: Regularly reviewed recordings and feedback to identify areas for improvement and address any issues promptly.

Results

  • Improved service quality and staff performance.

  • Increased number of positive reviews and testimonials.

  • Enhanced ability to address patient concerns and improve overall patient experience.

Automated Booking and Reminders

Importance

An automated booking system and regular reminders ensure patients can easily schedule appointments and receive timely notifications, reducing no-shows and improving compliance.

Strategy

We implemented an online booking system integrated with automated email and SMS reminders to streamline the appointment process and enhance patient convenience.

Implementation

  1. Booking System: Developed an online system for easy appointment scheduling, integrated with the clinic’s CRM. (Hubspot)

  2. Reminders: Sent automated reminders via email and SMS, including six reminders per appointment.

  3. Follow-Up: Implemented follow-up procedures to provide necessary information and support to patients before and after their appointments.

Results

  • Increased appointment bookings and attendance rates.

  • Reduced no-show rates and improved patient compliance.

  • Enhanced patient experience and satisfaction through streamlined processes.​

Website Recording Sessions

Importance

Recording website sessions allows us to analyze user behaviour and make data-driven improvements to the website’s design and functionality, ensuring a better user experience.

Strategy

We used session recording software to monitor user interactions and identify areas for improvement on our website.

Implementation

  1. Session Recording Software: Installed software to record user sessions and track behaviour on the website.

  2. Behaviour Analysis: Analyzed user paths, drop-off points, and other behavioural metrics to identify improvement areas. (Clarity from microsoft)

  3. Optimization: Made data-driven changes to enhance user experience and increase conversion rates.

Results

  • Improved website usability and user experience.

  • Higher conversion rates and patient inquiries.

  • Enhanced ability to identify and resolve website issues quickly and efficiently.

Conclusion

The comprehensive marketing strategy from 2016 to 2018 significantly enhanced our clinic’s visibility, patient engagement, and overall growth. We achieved remarkable results by leveraging a multilingual website, targeted advertising, reputation management, premium support, and innovative content formats like facebook live. These strategies, underpinned by continuous measurement and optimization, ensured sustained success and positioned our clinic as a fertility and reproductive medicine leader.

Implementing similar strategies can help other medical professionals and clinics achieve positive outcomes, drive patient engagement, and ultimately, grow their practice. By focusing on key areas such as SEO, targeted advertising, patient support, and content marketing, healthcare providers can navigate the unique challenges of medical marketing and thrive in a competitive landscape.

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