case study Archives - Pharmacy Mentor

This Case Study shows how we used Local SEO to rank a Pharmacy high on Google, and integrated a Booking Calendar into their existing website.

About this Pharmacy

This pharmacy is a chain of Community Pharmacies across a wide area in the UK. They already had a good website, but there was no integrated Booking Calendar, which meant any visitors to the site were still calling various branches for appointment bookings.

The Challenge

Because of the size of the organisation, there was a decision to be made – National SEO or Local SEO.

National SEO means less work, but it also means you compete against the real big players in the UK pharmacy industry, who almost certainly have more resources, and higher domain authority. (Essentially, you’d show up nationally for searches, but pretty much always below the big guys.)

So we opted to target the main areas the Pharmacy wanted to focus on driving Flu Bookings, and created localised blogs targeting the keywords and locations. You can see below what this meant for local flu jab searches (the location has been removed from the search to protect anonymity.)

This was achieved through a combination of Search Engine Optimisation work, making sure they appeared on Local Google Searches when patients searched for Flu vaccines, and optimising their website by adding an optimised Booking Calendar, making booking an appointment a breeze for patients.

The size of the Pharmacy team across many pharmacies also meant the teams needed training on the new booking system. There’s no point having software that makes your teams’ lives easier if your team don’t know how to use it!

The Results

The Return on Investment with this project was significant – between 720% and 1,008% return on the £5k investment.

Installation and optimisation of a popular booking calendar
Online recorded training provided to the entire team
Cost of implementation across entire organisation = £5000 one off
Average gross profit of flu jab = around £5 to £7. Therefore, gross profit generated = £36,000 – £50,400.
ROI = 7x to 10x.
The online booking calendar is now being used for many services. No subscription fees paid or commission taken.

We also trained their teams across the UK on using the Booking Calendar. This meant the patient experience was consistently smooth wherever they were based.

Though this is a large chain of Community Pharmacies, the approach was exactly the same we use for Pharmacy Singles and Small Multiples. It’s the same formula of targeting the local area with the relevant keywords. Which means these results (in proportion) are possible for any pharmacy.

Want your Flu Clinic ranking highly on Google? Book in a consultation call with our Diagnose and Prescribe team.

Enjoyed this article? Sign up for our Newsletter below for more Pharmacy Growth Hacks, trends, comparison guides and get notified every time we release a new article.

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.

Posts

7,200+ Flu Bookings by Ranking High on Google