pcr tests Archives - Pharmacy Mentor

This Pharmacy has a thriving clinic, because they committed to marketing it properly. Over the past three years, we’ve developed their marketing piece by piece, until now they’ve got a thriving model where any input (investment) drives significant output (returns).

About this Pharmacy

This Pharmacy in the North is a standalone Pharmacy. They run multiple clinics, one of which is their Travel Clinic, and have been marketing through us since early 2019. It’s worth noting they are a Late-Night Pharmacy, which allows for a greater number of bookings than pharmacies who open traditional hours.

The Challenge

The Challenge with this Pharmacy isn’t especially situational for 2022. They came to us in 2019, wanting, as most pharmacies do, their clinics promoting, having taken on the full suite of PGD’s from Pharmadoctor.

Whilst we marketed their pharmacy through Facebook and Google Adverts, we managed their Social Media and grew the page by hundreds of followers.

We also built them a standalone Travel Clinic website (separate from their templated Pharmacy website from another provider) with an online booking calendar that can be used across two websites – their custom-built pharmacy and travel clinic websites – they didn’t have a booking system before. The total cost was around £1500 in 2019 (legacy pricing).

Following that, and a highly successful PCR Testing campaign using SEO and Google Ads across 2020 and 2021, it was once again time for Travel Clinic bookings in 2022.

The total spend for 2022 was around £75k including improvements to their Travel Clinic website (and we completely redesigned their Pharmacy website from that pre-existing templated one.)

£68k of this went on Google Ads budget, with their SEO work from 2020/21 still working for them.

The Results

With SEO in place, they drive a significant amount of organic page views to both their Travel Clinic and Pharmacy Websites. The image below shows how many people are visiting the Travel Clinic website on any given day and the source of the visitor.

screenshot of Google Analytics showing that the website gets more organic traffic than paid

Source of traffic to their Travel Clinic website

They’ve also invested significantly into Google Ads, with our Advanced Google Ads management. Their lifetime spend with Google is around £117k over the course of around five years, but it’s been dramatically increased since we’ve set up the rest of their digital ecosystem. (£68k of this budget was spent in 2022).

That sounds like a lot.

But with a total of 18,429 bookings, each averaging around £100 spend with some spends in excess of £300, that £68k investment has yielded between £1,105,740 and £1,842,900 in revenue for 2022.

Google Adverts for Travel Clinic Case Study

17.4k conversions over the three years, averaging to 483 per month. That’s around £25k in profit/month, every month for three years.

And 2023 is off to a good start, too.

A report showing the number of travel clinic bookings on the case study site. There are nearly 2,000 visits to the booking page in January alone.

Number of visitors to the booking pages, taken from the last 30 days from the 8th Feb, 2023.

Summary

In 2022, they generated a total of 18,429 bookings, mostly made up of PCR Testing and Travel Vaccinations
This booking system also reduced walk-ins and phone calls which reduced disruption to the pharmacy workflow
The culmination of all of this is we’ve helped this pharmacy turn £75k into £1m+ in 2022 alone

Want your Travel Clinic to take off? 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

18,400 Travel Clinic Bookings in 2022