Boosting Travel Clinic Bookings with Google Ads Pharmacy

About

This community pharmacy wanted increased Travel Clinic bookings. On the cusp of summer, making immediate impact was high on the agenda. The pharmacy already had an optimised Travel Clinic page on their pharmacy website designed by Pharmacy Mentor. With a budget of £300, they talked with us discussing their needs and our Diagnose & Prescribe team recommended a Google Ads strategy.

Challenges

  • Appearing efficiently for target audience.
  • Tracking return on investment.
  • Ensuring effective use of budget.
  • Creating copy for the ad which encourages clicks.

How we did it

Pharmacy Mentor created and ran a smart Google Ad in the pharmacy’s area, which appeared throughout Google’s search network. We linked the advert directly to the pharmacy’s Travel Clinic page, which has a call to action button “Start a Travel Consultation.”

Tracking

We placed an analytical tracker on the “Start Travel Consultation” button on their website, measuring the amount of people who not only visited their website, but actively began the booking process.

Results

After just £277 (not even the full £300 budget):

  • 2.3k people saw the advert
  • 333 clicks
  • 82 consultations started online
  • 35 Calls direct to the pharmacy

The pharmacy took plenty of bookings and they were delighted. They couldn’t wait to reinvest those profits in additional advertising. We have continued to propel their Travel Clinic to this day with Google Advertising.

Interested in boosting your Travel Clinic with Google Ads? Simply get in touch with us and we’ll be glad to help.

About

Pharmacy Mentor launched a new website for a community pharmacy in October 2021. Understanding that websites aren’t much use without visitors, we recommended that the pharmacy employed a blogging strategy, driving traffic from Google to their website.

Challenges

  • The top of Google is a profitable place, making it competitive.
  • Lots of competing clinics in the local area.
  • Producing professional, ethical advice in the blog.

How we did it

We talked with the pharmacy owners about what services were most profitable for the pharmacy. Once we knew that, we mapped out a 6-month content strategy, covering a range of profitable services the pharmacy wanted patients to find.

Our blogging team then created optimised blog posts on the chosen subjects. These blogs posts answered FAQ’s, highlighted symptoms, causes and treatments for the relevant query and had relevant high-quality imagery supplementing the text.

We started creating the blogs before the website launched, attracting visitors from the moment it went live.

Tracking

Using Google Analytics, we tracked the traffic generated by these actions for each specific blog post, as well as for the overall website visitors.

Results

From launch, the site averaged around 30 visitors per day, which meant hundreds per week. But the important thing is that these aren’t just people stumbling across the website.

  • 3.6k targeted visitors to the site since launch
  • The pharmacy is the top result on Google for every query we created a blog post for
  • Ear Wax page delivering exceptional results, with over 300 visits in the June 2022.

These visitors are searching for pharmacy services, and they’re finding this community pharmacy online.

The important thing isn’t really how many visitors the website got in the first three months. The important thing is this strategy continually delivers visitors all year round. Especially when Flu season kicks in.

Want to get more visitors to your website? Simply get in touch with us and we’ll be glad to help.

case study: novonordisk

About

Novo Nordisk is a leading Global healthcare company. They provide world-class weight management medicine such as Saxenda and the more recent Wegovy injection pens. There is a lot of regulation around this area of medicine, specifically regarding how to promote it. So Pharmacy Mentor worked together with Novo Nordisk, creating a webinar series and educating pharmacists on how they can market their weight management clinic effectively and ethically.

Challenges

  • Marketing for private weight management clinics needs appeal to prospective patients whilst also following regulations – a hard balance.
  • There is a lot of advertising and promotion in existence that breaches advertising regulations and so it’s extremely important to show pharmacists that there are guidelines.

How we did it

Pharmacy Mentor ran a Webinar “How to Market your Weight Management Service” which was commissioned and funded by Novo Nordisk.

We developed the content in conjunction with the Novo Nordisk team and delivered the webinar four times.

Limiting each session to 50 pharmacists meant more chances for attending pharmacists to ask questions at the end about their pharmacy’s specific situation.

The four sessions ran as live events delivered by our CEO, Saam Ali.

Results

Over 150 pharmacists registered and attended 1 of the 4 webinars, and feedback was overwhelmingly positive, with both the Novo Nordisk team and the attending pharmacists learning a lot and enjoying the session.

a testimonial from a pharmacist who attended the webinar

 

Want to start your digital journey with us? Simply get in touch with us and we’ll be glad to help.

About

A large pharmacy group needed a new website & wanted to improve the efficiency of their internal communications. They really wanted a partner for all things online rather than just a web agency. After developing a front-end (public-facing) website for them, they then commissioned us to build an intranet in the back-end of the website.

Challenges

The challenges faced with the public-facing website were mainly down to taking their existing bold, brave, and green branding and creating a design that looked great and modern but also didn’t alienate older customers. The issue with the current website was that newer customers weren’t getting a contemporary experience and that meant potential revenue loss.

The challenges with building the intranet were creating an intuitive intranet and getting the buy-in from the staff members who’d need to use it as a result. Up until that point, they’d been using third-party software like Dropbox and GoogleDrive, which wasn’t efficient across multiple pharmacies, nor was it as secure. There were issues of keeping important company documents and assets across multiple different platforms, i.e. Google Drive, Sharepoint. It’s hard at that point for team members to understand which the most recent document was without inefficient searching across multiple software platforms.

They also wanted to centralise end of month processes, make sure pharmacies had up to date medicine prices without sending bulk emails, and places where the staff could accessing training easily, amongst other things.

Solutions

Pharmacy Mentor first re-designed the older public-facing website. We delivered a modern website design that still retained the “feel” of the brand. This built a lot of trust with the pharmacy group as a result of the work we did here. So much so that they asked us to create the back-end of the website for them.

  • The CRM we created in the intranet has forums, allowing for quick company-wide messaging and feedback.
  • It also has a cloud-storage solution, meaning no more third-party software for important company assets and documents.
  • The whole system was created with ease-of-use as a priority, to get maximum buy-in from the staff.
  • It allows for all staff to access training easily.
  • It allows dispensed to upload month-end via intuitive forms.
  • All communication is now centralised rather than sending emails and WhatsApp’s, where things get lost.
  • They have “group forums” for all types of situations, for example, “Out of Stock Medicines” and “Pre-reg students”.
  • The solution is flexible to allow for any 3rd party integrations like Mailchimp Newsletters or Hubspot.
  • The solution is mobile friendly so that staff can access it on the go.
  • The solution has in-built HR mechanisms to support holidays/sick leave and other requests

Results

The pharmacy group can now share information company-wide, and get feedback from every single member of staff. This allows the headquarters to coordinate far easier, with much simpler management of multiple branches. It also means a more holistic experience for employees, with a system that doesn’t require much training.

This second project was a lot more involved but has been a huge success since its launch a few months ago and all company members are active on the platform. Feedback has been that team members find it far easier to get the important info they need.

Pharmacy Management System

We’ve balanked out any confidential information

Want to create a cutting-edge pharmacy website with us? Simply get in touch with us and we’ll be glad to help.

About

A pharmacy based in Wales with no digital presence at all, no website, no social media, no email marketing.  The pharmacy is in Wales which means they don’t have EPS either.  They’ve also recently started an Ear & Hearing Health Clinic, as well as signed up for a prescription-reordering app.

Challenges

The challenges of having no digital presence whatsoever were primarily:

  • Customer acquisition for private clinics, prescriptions, and sign-ups for their new Prescription Collection Point & prescription reordering app.
  • Their phone was constantly ringing and they wanted to move away from dealing with phone calls.
  • They were restricted to offline advertising.
  • Being in Wales, they also don’t have EPS, so another solution to automate needed to be considered.
  • They have no way of cross-promoting their services to their existing community.

Solutions

Website & SEO

Pharmacy Mentor began by developing their website with a booking calendar, we created Search-engine-optimised (SEO) blog posts (what is SEO?) for their private clinics (e.g., ear wax removal and both NHS & Private flu jab clinics.) We then implemented the following:

  • We created optimised blog posts, written clearly and informatively. The blogs give prospective patients all the information they need to make an informed appointment booking.
  • At the end of their SEO blogs for their clinics are calls-to-action with a conveniently integrated booking calendar.
  • We promote the prescription re-ordering app through organic Facebook channels, as well as the website.

Prescription Automation

  • We created a unique EPS-style form for them. Patients fill in the form, select their local GP and nominate them as a pharmacy. This is then sent to the GP’s for admin/approval.
  • We designed a poster with a QR code to attach to the Prescription Collection Point. This QR Code is linked to the sign-up form for the service.
  • Anyone who signs up to the PCP service gets automatically sent a custom-designed branded welcome email explaining the service and what they need to do. The email has a picture of the pharmacy team which instills a sense of connection early on. It lets the patient know that despite signing up for an automated system, there are real people working behind the scenes.

Social Media & Advertising

  • We created an optimised Facebook & Google profile for their pharmacy. Managing these with branded content is growing awareness in their community of what the pharmacy offers.
  • We create and run ad campaigns both on Google, promoting their Flu Jab clinics, as well as Facebook Ads promoting their Ear Wax Removal service. The Facebook ads in particular drive multiple bookings per week.

The primary function of the ecosystem is to attract new patients digitally (ie with no input from the pharmacists) and retain them within a digital system, be that the Facebook page, an email list, the Prescription re-ordering app, or the PCP sign-up system.

Results

There are a lot of good results here, because starting from zero leaves a lot of ground to cover.

The revenue isn’t being tracked through the website, hence displaying as zero.

Website & SEO

  • We installed analytics into their site two weeks ago, 567 sessions and 1000 page views since that time. (Previous performance is, unfortunately, untracked, but these are good stats for a pharmacy that 6 months ago had no digital presence.)
  • 44% of their website traffic comes from Social Media & Google, directly through the ongoing Social Media & Blogging work we do for them.
  • The booking calendar on their website means all clinic appointments are now booked online. Meaning fewer phone calls.
  • In the past month, they’ve seen 166 appointments booked for either Ear Wax Removals, Ear Health Checks, or Flu Jabs.

Additional Results

  • Their email marketing list is currently at 177 subscribers since its creation 2 months ago. This is currently used to inform patients of services available at the pharmacy, but there’s more potential for promoting products and special offers.
  • We are driving signups to their Prescription Collection Point through both organic Facebook posting, and Facebook Ads.
  • The Prescription Collection Point also generates sign-ups through its QR code, meaning patients who see it and like the idea can sign-up immediately without having to contact the pharmacy. Meaning fewer phone calls.

Overall, the digital ecosystem is up and running successfully. The pharmacists are enjoying the time they get to spend on patient care instead of admin. The digital marketing we’re doing is driving patients to the pharmacy and all the pharmacists have to worry about is patient care. The results aren’t out of this world compared to pharmacies who’ve been operating digitally for years. But this is the very start of this pharmacy’s digital journey and they’re already seeing the benefits.

Now we have analytics installed for them, we can review and optimise our tactics further, which will mean increased success rates further down the line.

Want to start your digital journey with us? Simply get in touch with us and we’ll be glad to help.

81k visitors in 6 months - seo for websites

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.

pcr x seo - graphs showing 36600 pauser sessions and over sixty thousand page views

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.

About

A pharmacy with a travel clinic providing PCR testing. They were managing their own Google Ads, and spending a lot of budget without seeing much return.

Challenges

The market was competitive, in a big city, especially after the local airport started doing same-day testing. They were spending between £82-£156 a day on their Google Ads, and their conversion rate was 1.5%.

Conversion rate with an ad is the number of people who saw the ad who also then went on to take action (e.g. by calling the pharmacy). This was set by default to anyone who called the pharmacy counting as a lead. Often calls would be a waste of time, and so the conversion rate wasn’t really meaningful.

That means they spent on average £1 for every lead, and only 1 lead out of 100 was converting into a customer. Unless that one lead was buying multiple PCR tests, they weren’t making their money back on that ad spend. We spoke to them about improving their return on investment.

Solutions

Pharmacy Mentor took over the management of the pharmacy’s Google Ads, to link with the Search Engine Optimised (SEO) landing page for PCR testing we had done earlier.

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.

  • Utilised Google Tag Manager to monitor activity on the landing page.
  • Tailored every aspect of the ad to suit the business.
  • Analysed the budget to control the cost of each lead, including staying competitive with competitor budgets.
  • We set a parameter of a call lasting over 45 seconds with the pharmacy to count as a qualified lead. Calls under that time were usually a waste of time and of no value.

Results

The conversion rate after we took over the ad exploded from 1% to 21%. (not forgetting that we’d actually made it harder for someone to qualify as a conversion.)

We estimated conversions conservatively at £95 (the cost of a single PCR test) which brings you to the £257k figure shown below in the red box.

That’s the estimated revenue generated.

£257k.

With a spend of £19k.

In reality, people often bought more than one PCR test when booking, so the actual revenue generated may well be higher.

Whether it could’ve been higher or not, £257k return from £19k investment is a result I don’t think anyone could argue with.

 

 

If you’re looking for help in marketing your services better and building on your online presence, then please get in touch with us and we’ll be glad to help.

Aesthetics websites

About

A UK-leading cosmetics company in Manchester that also operates a pharmacy. They approached us to rebuild their websites across a few different entities within their business.

Challenges

The company operates three entities. Two cosmetic training provider brands and a pharmacy that interlinks the two. They wanted to give each of their brands the most modern look and feel but also build them in a way to attract more bookings for the courses they sell. They also wanted to provide a solution for healthcare professionals to be able to reorder aesthetics treatments, medicines and consumables online, and take payments for these online. They needed to reduce the administrative tasks involved in taking and processing these orders.

Solutions

Pharmacy Mentor creates and executes a development strategy consisting of:

  • Mapping out the user journey and design of each of the websites
  • Developing websites on custom-built, modern and flexible WordPress stages.
  • Integration of 3rd-party online booking systems and payment gateways
  • Building in a WooCommerce online shop to host aesthetics treatments and consumables
  • Providing user accounts for healthcare professionals and non-healthcare professionals, where they can upload required certifications and documents

Results

We have totally redeveloped and developed beautiful new websites across all entities. The biggest impact seen has been on the ability for healthcare professionals to sign up and order aesthetics treatments and consumables much easier than previously. This has had a direct impact on the time spent on processing orders, the convenience for their customers and the revenue generated online.

For confidentiality reasons, we are unable to disclose the links to the sites nor their names, as they operate all over the UK.

Beautiful, bespoke aesthetics websites

We can import as many treatments as you want

 

Optimised treatment pages designed to get found online.

 

We can go as bespoke as you wish

 

If you’re looking for help in marketing your services better and building on your online presence, then please get in touch with us and we’ll be glad to help.

About

A pharmacy approached us to build their website from the ground up and manage their social media profiles. They wanted to incorporate their aesthetics clinic, travel clinic and other major services that they offer, as well as market them via social media.

Challenges

The pharmacy had no website or social media profiles before we got to work. We needed to build everything from scratch in line with the vague branding given to us by the client.

Solutions

Pharmacy Mentor creates and executes a marketing and development strategy consisting of:

  • The build of a brand new website
  • Organic social media advertising
  • Paid social advertising and analysis

Results

We developed a beautiful looking site with a great user experience. The site is being used by their patients to contact them, re-order their prescriptions and book for their services. Their services are being found on Google organically, and this traction has been strengthened by the work on social media, driving traffic towards the site, thus delivering conversions. The website is completely flexible to allow for growth i.e. full e-commerce integration, online doctor systems and more. We’re looking forward to the growth of this business online.

If you’re looking for help in marketing your services better and building on your online presence, then please get in touch with us and we’ll be glad to help.

Increasing EPS Nominations

About

A small chain pharmacy located in Scotland that we have been working with since October 2020. They are a long-standing brand within their communities.

Challenges

The pharmacies operate a free delivery and collection service. However, they have failed to attract new patients to the pharmacy and have come to us for help. The pharmacies had just gone through a refit and installed robotics systems to streamline and automate prescription dispensing and collection. They wanted to attract new customers. They adopted an earlier version of our Multidose Marketing Pack.

Solutions

Pharmacy Mentor creates and executes a targeted marketing and development strategy consisting of:

  • The build of an optimised landing page for EPS conversions
  • Organic social media advertising
  • Paid social advertising and analysis

Results

The pharmacy owner budgeted £500 per month on paid social and we’ve been generating between 50 and 100 patient signups per month for the last 6 months. Let’s say your average patient has three items on their monthly prescription and you make £20 per month from that patient in profit. With 100 new patients, you’re looking at £2000 per month in extra profit, equating to £24,000 per year. And the more patients you sign up, and the bigger following you have on social, the more valuable your business becomes.

If you’re looking for help in marketing your services better and building on your online presence, then please get in touch with us and we’ll be glad to help.