Memorial Health Group is a healthcare provider located in Istanbul, Turkey. Memorial started operations in 2000, now have 14 hospital and wellness center in all over the country.
The aim was to increase the number of people who wanted to make an online appointment request through the social ads compared to last year. In the meantime, we need to be ensured that the costs do not rise more than necessary, to show ads to the right person with perfect timing, to control over 700 active social media campaign optimizations while they were performing. With the strategy we developed, we managed to increase number of leads by %86,02 in the 3rd quarter of the year compared to previous period. The number of leads we achieved increased %55 in the last quarter of the year compared to last year’s metrics. Meanwhile, cost per lead decreases %25 with total cost increased just %15.
To increase the number of leads, we created lookalike audiences with using well performed audiences and used them actively in advertising campaigns.
In some campaigns, specific locations used to show ads, we also active in the surrounding provinces to catch more people to interest in campaigns. We used exclusions to prevent audiences from overlapping each other. We also learned some interesting things; for example, campaign performances show us men interested pregnancy more than women audience. The number of women which interested in hair transplantation is more than 3 times of men. When Facebook lead ads performance going down, we also tried to get leads by referring to the website. The audiences which performed well in flyer and click to website campaigns were also used in Instagram ads to reach potential users from different channels. After each campaign has been activated, it has passed 4 different checks and optimizations until the end date. Campaign budget optimization were carried out continuously and budget transfers were made to the correct channel.
In the 3rd quarter of the year, the number of leads increased by %86,02, while the cost per lead decreased %25,91. However, the spending amount increased by only %15. We can say that the number of leads obtained increased approximately 2 times compared to last year and it is still increasing. In this success story, we surpassed sector averages and ranked 1st in the Social Brands rankings of the healthcare companies in almost every month.