Generating high-quality leads that convert into booked consultations is the key to attributing success to the campaigns we run for an ophthalmology practice. We understand the importance of quality leads, especially when it comes to medical services where trust and expertise matter most.
We focus on QUALIFYING leads throughout the customer journey to ensure this ophthalmologist could book more consultations, and convert more leads into patients. While 30 leads a week may not sound like many, when those leads are ready to convert, it is far more valuable than 300 leads that all require significant time dedicated to qualifying.
This case study explores how we worked with this Palm Beach based Ophthalmology Practice to generate highly-qualified leads for patients interested in LASIK surgery.
The goal for this client:
To increase local awareness on the expertise in LASIK & permanent vision care at this Ophthalmology practice.
To increase the number of quality leads generated for patients interested in vision correction through LASIK.
The first step:
Understanding the audience, and patient persona.
We identified that LASIK patients who typically convert at this practice are:
Tired of the inconvenience of glasses or contact lenses.
In good health, aged between 18-40.
Have stable vision prescriptions.
Have the discretionary income available to spend on permanent vision correction.
Targeting Strategies used:
A variety of targeting strategies were used to ensure lead quality was a top priority for this practice.
Matched audiences {segmented}:
Uploaded existing customer data into the Meta platform to allow the algorithm to match all existing customers in order to create lookalike audiences.
Existing customers were segmented out into several groups such as local customers, as well as value-based who had spent the most at the practice.
Uploaded all existing leads who have previously expressed strong interest in LASIK at this practice in order to retarget these leads based on level of interest.
Lookalike audiences - a custom audience built based on the above matched audiences.
Here we used the meta algorithm to build a series of audiences comprised of those with similar demographics, personas, purchasing habits, online behaviors and more to the matched audiences we already created.
Testing with different narrowing strategies:
This is where we began to narrow the audiences to ensure they were highly-interested in vision care.
Geo-fencing within a specific distance of the facility.
Specific interests.
A few more strategies, we can't give everything away.
A series of retargeting audiences, segmented out specifically:
Those who have already submitted a lead but not yet scheduled a consultation.
Those who have engaged on social media.
Those who have visited the website to learn more about treatment plans.
Those who had visited the practice but not yet converted or booked a LASIK surgery.
Campaign Strategies & optimizations used:
CRM Integration with Meta pixel - the CRM was integrated with the ad account to ensure each lead is distributed and followed up on in a timely manner.
Traffic campaigns - traffic campaigns were used at top-of-funnel to test a number of audience strategies, once optimized and performing to expectations these audiences were moved into the leads campaigns.
Leads campaigns - using a number of creatives (video and image) with different conditional logic forms to ensure leads are qualified early in the funnel before moving to the next stage.
Sales campaigns - using custom conversions from the CRM, we were utilizing a number of conversion optimized campaigns to drive online bookings for initial LASIK consultations. These were using the hottest audiences in the funnel.
Retargeting campaigns - retargeting existing leads with additional information to ensure the practice stays top of mind, website visitors, are all retargeted using a conversion optimized campaigns.
Latest campaign results:
The results speak for themselves when determining the success of a campaign. Some agencies will push you to focus on traffic, or other data points that ultimately do not drive conversions. We focus on conversions.
Below these campaign highlights you will find a screenshot directly from the clients ad account.
7 Day period.
15,572 individuals reached.
19,581 impressions.
Leads Generated: 28
Cost Per Lead: $31.47
By partnering with Alex, this opthalmologist leveraged a high-quality lead generation strategy combined with unique optimizations to convert more LASIK patients and generate new LASIK leads.
By harnessing the power of paid advertising, this not only enhanced the brands visibility but also showcased the effectiveness of well-executed paid advertising to drive growth.