Amid the increasingly competitive women’s healthcare market, Happy Mommy – a trusted obstetrics and gynecology clinic in Ho Chi Minh City – chose a Digital Performance Ads strategy to reach potential patients more effectively. By running multi-channel advertising and optimizing the customer journey, the campaign generated a significant increase in appointment bookings while strengthening brand awareness for Happy Mommy in the OB-GYN sector.
1. Context
- Competitive Market: Many clinics and private hospitals offer varied pricing and service quality, requiring distinctive, trustworthy communication strategies.
- Target Customers: Women who are pregnant, women needing regular gynecological check-ups, and couples planning to have a baby—mostly aged 25–40.
- Online Healthcare Trend: An increasing number of people search for information and schedule medical appointments online.
2. Objectives
- Increase the Number of Patient Bookings: Achieve a stable influx of online bookings, aiming for at least a 30% rise compared to the same period.
- Optimize Cost per Lead (CPL): Manage budgets effectively, ensuring lower costs while maintaining high-quality leads.
- Enhance Brand Recognition: Position Happy Mommy as a “friendly, safe, and high-quality clinic” in patients’ minds.
- Build Trust: Ensure that all communication content is professional, easy to understand, and addresses key concerns of the target audience.
3. Risks and Challenges
- Credibility in Healthcare: Patients place great importance on credibility and expert opinions. Any inaccurate or misleading content can severely damage the brand.
- Price and Quality Competition: Numerous competitors offer promotional or attractive healthcare packages, demanding clear pricing and messaging from Happy Mommy.
- Ad Policies: Healthcare is a sensitive area, and platforms like Google and Facebook have stringent guidelines that can limit or reject ads.
- Customer Mindset: Not everyone is ready to leave personal information or book appointments online; users need ample information and convincing evidence.
4. Campaign Concept
- Closed-Loop Customer Journey: From brand awareness, receiving credible medical information, to ultimately deciding to book an appointment.
- In-Depth Women’s Health Content: Use content vetted by OB-GYN doctors, combined with patient testimonials from those who have visited the clinic.
- Special Offers for Consultations and Screenings: Provide pregnancy check-up packages, gynecological exams, and fertility advice at attractive prices to drive bookings.
5. Strategic Approach
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Multi-Channel Media (Ads) Execution
- Google Ads (Search & Display): Target users actively searching for “reputable gynecology clinic,” “best place for pregnancy check-up,” etc.
- Facebook & Instagram Ads: Produce posts that offer pregnancy tips, women’s health advice, and embed clear CTAs for quick booking.
- YouTube Ads: Short videos featuring doctor interviews, childbirth experiences, and the clinic’s environment; place banner ads and bumper ads in relevant women’s health videos.
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Trustworthy Content
- Expert Articles & Videos: Create content verified by doctors and specialists, ensuring accuracy and eliminating doubts.
- Testimonials / Reviews: Highlight positive feedback from previous patients, helping to build credibility and trust.
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Data Analysis & Continuous Optimization
- A/B Testing: Test different headlines, images, and calls-to-action (CTAs) to maximize the conversion rate.
- Detailed Targeting: Filter demographics (women aged 25–40, interested in family health and parenting) and use retargeting for website visitors who have not yet booked.
6. Solutions & Services Deployed
6.1 Fanpage Content Production & Management
- Educational Content: Curate and publish posts on women’s health, prenatal care, and tips for a healthy pregnancy, ensuring information is accurate and easy to digest.
- Consistent Posting Schedule: Maintain a regular cadence (e.g., 3–4 posts/week) featuring various formats (infographics, Q&A sessions, patient success stories).
- Interactive Engagement: Respond promptly to comments and messages, address inquiries about clinic services, and build trust through open communication.
- Visual Storytelling: Incorporate authentic images of the clinic, medical team, and patients (with consent), highlighting the comforting environment and modern facilities.
6.2 Digital Performance Ads – Bespoke Marketing
- Advertising Strategy: Focus on driving conversions (appointment bookings) and carefully control the cost per booking (CPB).
- Continuous Monitoring & Optimization: Track real-time data to adjust budgets, scheduling, and keywords, ensuring peak performance.
- Reporting & Analysis: Provide transparent analytics reports on cost vs. benefits, along with recommendations for expanding or refining ad channels.
7. Campaign Performance
- 38% Increase in Appointment Bookings compared to the same period before the campaign.
- 25% Decrease in Cost per Booking (CPB), proving efficient targeting and ad content.
- 60% Growth in Website Traffic: Customers spent more time on the site (bounce rate decreased by 15%) thanks to valuable content and user-friendly design.
- Conversion Rate (CR): Reached 3.8%, 45% higher than the industry average.
- Professional Image Building: Search volume for “Happy Mommy” and related mentions on social media rose significantly, indicating growing trust in the brand.
Conclusion: The Digital Performance Ads campaign for Happy Mommy OB-GYN clinic effectively attracted and converted potential patients into appointments. Through Bespoke Marketing’s expertise in targeted advertising and fanpage management, Happy Mommy optimized costs, increased communication impact, and solidified its position as a leading women’s healthcare provider in Vietnam.
