Objective:
The primary objective was to improve the client’s digital footprint, increase website traffic, generate quality leads, and boost overall engagement through a comprehensive digital marketing strategy.
Challenges:
- Limited online visibility in the competitive healthcare space.
- Low engagement rates on social media platforms.
- Minimal lead conversions from existing Pay-Per-Click (PPC) campaigns.
- Lack of cohesive SEO strategy to rank for high-priority healthcare keywords.
Approach:
The strategy encompassed four pillars of digital marketing: Search Engine Optimization (SEO), Social Media Marketing (SMM), Pay-Per-Click Advertising (PPC), and Social Media Optimization (SMO).
Execution:
1. Search Engine Optimization (SEO):
- Keyword Research: Identified 50+ high-priority keywords related to healthcare services and products.
- On-Page Optimization: Improved meta titles, descriptions, and header tags for 30+ pages.
- Content Strategy: Published 12 high-quality blog posts targeting long-tail keywords and addressing patient queries.
- Technical SEO: Fixed broken links, improved site speed, and ensured mobile optimization.
- Backlinking Campaign: Built 100+ high-authority backlinks through guest posts, directory submissions, and healthcare forums.
2. Social Media Marketing (SMM):
- Platform Focus: Targeted LinkedIn, Facebook, and Instagram to engage healthcare professionals and end-users.
- Content Calendar: Created 24 posts per month, including infographics, patient testimonials, and healthcare tips.
- Engagement: Responded to comments and messages promptly, creating a community around the brand.
- Campaigns: Ran specific campaigns, such as “Healthy Living” and “Ask the Expert,” to drive user interaction.
3. Pay-Per-Click Advertising (PPC):
- Google Ads: Launched campaigns targeting keywords like “best healthcare in APAC” and “top hospitals near me.”
- A/B Testing: Tested multiple ad copies and landing pages to optimize for higher conversion rates.
- Budget Optimization: Allocated budget effectively across search, display, and remarketing campaigns.
- Results Monitoring: Adjusted bids weekly based on performance metrics like CTR and CPA.
4. Social Media Optimization (SMO):
- Profile Optimization: Enhanced the client’s profiles on LinkedIn, Facebook, and Instagram with consistent branding.
- Hashtag Strategy: Used trending and niche-specific hashtags to increase organic reach.
- Community Building: Joined healthcare groups and participated in discussions to enhance brand authority.
- Scheduling Tools: Used automation tools to schedule posts at optimal times.
Results:
1. SEO Results:
- 120% increase in organic traffic.
- 25 keywords ranked on the first page of Google.
- 15% improvement in website’s Domain Authority (DA).
2. SMM Results:
- 65% increase in social media engagement.
- 20% growth in followers across platforms.
- Over 500 inquiries generated via social media campaigns.
3. PPC Results:
- 200% increase in paid campaign conversions.
- Reduced Cost Per Acquisition (CPA) by 30%.
- Achieved an average Click-Through Rate (CTR) of 8%.
4. SMO Results:
- 40% increase in organic social reach.
- Enhanced brand credibility with active audience engagement.
- Increased website referrals from social platforms by 35%.
Conclusion:
The comprehensive digital marketing strategy implemented for the healthcare client in the APAC region delivered outstanding results within three months. By leveraging SEO, SMM, PPC, and SMO, we successfully increased the client’s digital presence, generated quality leads, and established a strong brand identity in the competitive healthcare market.
