About
A pharmacy focused on private clinical services. They wanted to fill their calendar with clinical appointment bookings, as the profit margins on these services are substantial. They also wanted to reduce the typical level of administration that would come with managing clinical appointments.
Challenges
The clinic needed to be marketed specifically to patients with needs for clinical services, in order to keep the marketing budget efficient.
For most of the clinics, the patients would need a pre-consultation assessment, in order to assess their suitability for treatment(s).
Patients were largely unaware that a pharmacy would offer the services they sought.
Solutions
Pharmacy Mentor recommended a Search Engine Optimised blogging strategy.
Because of the size of the budget, we wanted to better track and analyse what was happening, which meant using our Advanced Google Ads management.
- We created a series of blog posts (1 every 2 weeks) with a focus around the keywords that best represented each clinic, e.g., “Vitamin B12 injections+location.”
- The blog posts were written clearly and informatively. Walking prospective patients through recognising their symptoms, to what to expect from the treatment.
- At the end of the blog is a call-to-action with a conveniently integrated booking calendar.
The idea is to create a funnel for each individual clinic, giving every patient an informed, intuitive journey from Google Search to appointment booking.
Results
Each blog post for each clinic ranks #1 on Google for (name of service)+(location). e.g. Blood Tests + Location.
As a result, this pharmacy has generated 81k clicks between the end of March 2021 and the beginning of October 2021.
The margins aren’t exact, as we’re talking about a collection of different services but let’s say for ease of maths, that the average clinical appointment only generates a profit of £10.
If less than half (40k) of those clicks booked an appointment, that would be £400k of revenue generated over 6 months.
Naturally, this is a case study, so it isn’t typical of results. But it shows what can be done.
This image above shows a recent spike in activity due to a recent re-introduction of Day 2 PCR testing. This pharmacy was already #1 on Google for PCR test+location. As a result, when the demand for this service spiked, they were the ones who benefited from 7,000+ page views a day. And that’s the secret to SEO. It is a proactive tactic to capture the business of tomorrow. If you want results today, you need to have started work six months ago (or 2 years ago, as was the case with this pharmacy.)
Want to start your SEO journey with us? Simply get in touch with us and we’ll be glad to help.
