Perviy Doktor
Case results
+14%
conversion rate for leads
+30%
increase in number of leads
138 ₽
record CPL for March 28, 2018
Client
Perviy Doktor, a chain of medical clinics in Moscow, 1doctor.ru
In numbers
2002 company founded, 54 doctors with different profiles, 18 types of services
Representative
Alisa Frigas, Manager
Goals
Tools used:
- Yandex.Direct / Search ads
- Yandex.Audience
- К50
- К50:Tracker
- Key Collector
Period: December 2017 – March 2018 (14 weeks)
Competitive markets and strict advertising rules
Perviy Doktor, a chain of two Moscow medical clinics reached out to the Biplane agency for help with their campaigns. The clinics offer in-home services in Moscow and the surrounding region. Medical services are a very competitive market with strict legal requirements for advertising materials.
How could they increase the number of leads in such conditions while remaining within budget limits?
Step 1. Working with keywords and bids
Pre-launch: made a negative keyword list with irrelevant queries
They excluded keywords mentioning the surnames of famous Moscow doctors as well as the names of specific clinics and hospitals. The Key Collector service helped them gather their keywords.
Redistributed the budget for keywords with high CRs
They set up automatic bid management in K50. Bids were reset each week depending on their CPL: if the indicator was less than 350 ₽, the bid was increased, and if it was higher than 350₽, it was lowered.
A specific keyword’s bid depended on competition levels and the average bill for the specific service. Post-launch, they decreased spending on less effective keywords, e.g. “symptoms, ” “treatment methods, ” etc.
High-season bids for geo-segments
In Yandex.Audience, they created segments based on geodata and for the most profitable branches of medicine. They raised bids for users located within a certain radius of their clinics.
They tracked seasonal demand and regulated their bids for peak times accordingly, e.g. prices for traumatologists are lower in summer whereas allergists are more expensive.
Step 2. Improving and cultivating ads
Constantly improved their texts while keeping an eye on legal requirements
Russian advertising laws set out a range of restrictions for the advertising of medical services, e.g. it is illegal to guarantee certain results, address minors or indicate that the government supports a clinic’s activities. When creating ads, Perviy Doktor and Biplane:
- Avoided highly specialized names of medical services and thereby avoided any unnecessary problems with moderation.
- Highlighted the clinics’ advantages without referring to their competitors: “No queues, ” “Open 24/7,” “Quickly prepare sick day documents, ” “Free parking, ” etc.
- Focused on existing demand that did not require additional calls to actions — to avoid pushing unneeded services on healthy people.
Step 3. Segmentation: landing pages and campaigns
Segmented promising branches of medical services for different types of demand
Previously, all queries about Ear, Nose and Throat (ENT) doctors led to the main “ENT Clinic” site section. Now there are three landing pages for this field of medicine: children’s ENT, specialist appointments and house calls.
Restructured the account and launched new campaigns
Starting in February of 2018, the number of ad campaigns tripled: after analyzing all types of queries, they thoroughly segmented their ads and added more narrow specializations for each service.
Results
Leads per month increased by 30%, CPL for March was 224 ₽, the record daily CPL — 138 ₽
The number of leads in March (compared to January) increased by 30%. Performance was measured by the number of leads: unique calls, requests for consultations, doctor’s appointments, requests for home visits, call-back requests.
Alisa Frigas
Manager, Perviy Doktor
In the medical field, you have to constantly find new ways of attracting clients. We liked how the specialists at Biplane highlighted our clinics’ entire spectrum of advantages and regularly corrected our course, reacting to increases and decreases in demand for competitors’ services. This approach helped us attract more clients within the limits of our advertising budget.
Armen Alaverdyan
PPC specialist, Biplace
Advertising Perviy Doktor was complicated by both the clinics’ locations, as well as the legal requirements for the advertising of medical services. We had a separate strategy for each keyword with its own bid adjustments. It’s important to test hypotheses and turn down some ideas since there are many ways to interpret data. Most importantly, we never stopped our search for ads with higher conversion rates.
Case prepared in collaboration with Biplane
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