Best Case Health Care: Onsite Maßnahmen und Facebookintegrationen zur Steigerung der Conversion

2. Onsite Maßnahmen und
Facebook-Integrationen
zur Steigerung der
Conversion
Werbeplanung.summit 04.07.2014

3. Sie werden Augen
machen! ;-)
Werbeplanung.summit 04.07.2014

4. 1 Intro Health Care Case „Eye-Clinic
Svjetlost“

5. ABOUT OUR CLIENT SVJETLOST

6. GOALS of the new design

8. 2 Case “appointment for examination”

9. Media
• Facebook
• Page posts, community management, App contest, Booking for appointment,
page advertising
• Two countries ( Croatia, Bosnia and Herzegovinia) > 189.969 fans
• Newsletter campaign
• Monthly newsletter > 37.000 e-mail addresses
• YouTube advertising
• Video stories about doctors and surgery procedures
• Google Ads
• Printed brochures - 5000

10. Campaign – Book your appointment for examination
Different target
groups:
1. “no money”
2. “no time”
3. “I’m afraid”

11. AB testing > custom audience “no money”
AD2
AD1
Communica.on:
-­‐
AD1
communicate
price
from
1€
per
day
for
new
life
without
diopter
-­‐
AD
2
communicate
price
from
25€
per
month
for
new
life
without
diopter

12. AB testing - results
AD2
-­‐
results
AD
1
Reach:
311
076
Total
spend:
304€
Orders
for
eye
surgery
review:
16
Value
of
review:
80€
1280€
-­‐
final
value
AD
2
Reach:
384897
Total
spend:
310€
Orders
for
eye
surgery
review:
61
Value
of
review:
80€
4880€
-­‐
final
value
AD1
-­‐
results

13. AD – for custom audience group – we don’t have time for surgery
AD
1
Reach:
501
147
Total
spend:
501€
Orders
for
eye
surgery
review:
77
Value
of
review:
80€
6160€
-­‐
final
value
AD
1
Reach:
420
477
Total
spend:
500.22€
Orders
for
eye
surgery
review:
41
Value
of
review:
80€
3280€
-­‐
final
value

14. AD - for custom audience group – we are afraid of operation
Experience
of
our
fans
-­‐
communica.on
AD
Reach:
638
000
Total
spend:
511€
Orders
for
eye
surgery
review:
102
Value
of
review:
80€
8160€
-­‐
final
value

15. Campaign – Newsletter example
This
campaign:
Open
rate
36,5%
click
rate
7,3%
In
average
(all
NL):
open
rate
9%
click
rate
0,5
–
1%

16. Analytics of contact form “appointment for examination” (April 2013 – today)

17. Analytics of contact form “appointment for examination” (April 2013 – today)

18. Analytics of contact form “appointment for examination” (April 2013 – today)

19. 3 Some FB App Examples

20. Facebook App “Smile”
App
rules:
Play
and
win
the
laser
eye
surgery.
How
to
play:
you
have
10
seconds
to
choose
the
correct
blurred
subject
out
of
5
possible
answers.
Winner
is
the
fastest
player
with
the
highest
score.
Time
of
applica.on:
3
weeks
Google
Analy.cs
Visits:
14
200
Unique
Visitors:
9,900
Pageviews:
117
193
Avg.
Visit
Dura.on:
00:04:11
Bounce
Rate:
4.47%
%
New
Visits:
37.21%

21. Facebook Contest App “Smile”

22. Facebook Contest App “Lasermania”
App
rules:
Play
and
win
the
laser
eye
surgery
and
discounts
for
examina.ons.
How
to
play:
user
needs
to
strike
eye
glasses
or
contact
lenses
with
a
laser
pointer.
Winner
is
the
fastest
player
with
the
highest
score.
Time
of
applica.on:
4
weeks
Google
Analy.cs
Visits:
22,630
Unique
Visitors:
8,862
Pageviews:
59,815
Pages
/
Visit:
2.64
Avg.
Visit
Dura.on:
00:14:27
Bounce
Rate:
2.93%
%
New
Visits:
36.84%

23. Facebook App “Smile”

24. Facebook App “Smile”

26. ZAGREB
VIENNA
OFFICES
BELGRADE
MOSTAR
Partners

28. www.degordian.com | www.facebook.com/degordian | www.twitter.com/degordian | linkedin: http://bit.ly/degordian
Danke für den schönen Augenblick!
Mag. Karl Macku
COUNTRY MANAGER DEGORDIAN AUSTRIA
karl.macku@degordian.com | +43 664 4622424 | www.xing.com/profile/Karl_Macku

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