Case Study: Orthopedic Clinic in Ireland

Social Media Marketing and Advertising Strategies

Business Overview

This case study examines the marketing and advertising strategies implemented by Adyvine Marketing Agency for orthopedic clinic in Ireland across various social media platforms, including Facebook, Google Ads, and Instagram. We analyze the Return on Ad Spend (ROAS), Return on Investment (ROI), Cost Per Click (CPC), and specific strategies used, including different types of ad sets and target audiences. Additionally, we explore the impact of these strategies on the clinic’s business growth.

Objectives

  1. Increase brand awareness and reach
  2. Drive more traffic to the clinic’s website
  3. Increase appointment bookings and patient inquiries
  4. Enhance patient engagement and satisfaction

Platforms and Strategies

1.Facebook Ads

 Objective:Drive traffic to the website and increase appointment bookings.

Ad Sets and Strategies:

  Ad Set 1: Video Ads

  • Content:Testimonials from satisfied patients.
  • Target Audience:Adults aged 35-65, living within 50 km of the clinic.
  • Budget: €1,000/month
  • CPC:€0.60
  • ROAS:3.5

  Strategy: Utilize engaging video content showcasing patient stories and the clinic’s advanced treatment facilities. Aim to build trust and demonstrate the                clinic’s expertise.

 

  Ad Set 2: Carousel Ads

  • Content: Multiple images of the clinic’s services, facilities, and medical staff.
  • Target Audience: Adults aged 30-60, interested in health and wellness.
  • Budget: €1,500/month
  • CPC: €0.75
  • ROAS: 4.0

  Strategy: Highlight various services offered by the clinic, such as orthopedic surgery, physiotherapy, and rehabilitation programs. Each image in the carousel          links to a specific service page on the website.

 

  Ad Set 3: Offer Ads

  • Content: Promotions for new patient consultations.
  • Target Audience: Adults aged 40-70, with a history of orthopedic issues.
  • Budget: €800/month
  • CPC: €0.50
  • ROAS:0

  Strategy: Offer discounts on initial consultations to attract new patients. Emphasize the limited-time nature of the offer to create urgency. 

Overall Results on Facebook Ads:

  • Average CPC: €0.62
  • Average ROAS: €0.62
  • Increase in Website Traffic: €0.62
  • Increase in Appointment Bookings: 28%

2.Google Ads

Objective: Capture high-intent search traffic and increase appointment bookings.

Ad Sets and Strategies:

  Ad Set 1: Search Ads                                                                                                                                                                                        

   Keywords: “Orthopedic clinic Ireland”, “knee surgery Dublin”, “best orthopedic surgeon”

 

  • Budget: €2,000/month
  • CPC: €1.20
  • ROAS:0

       Strategy: Target high-intent keywords related to orthopedic services. Use compelling ad copy to highlight the clinic’s expertise and prompt users to book                 consultations.

  Ad Set 2: Display Ads                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Content: Banner ads showcasing
the clinic’s advanced technology and successful patient outcomes.

 

   Target Audience: Adults aged 35-65, previously searched for orthopedic treatments.

  • Budget: €1,200/month
  • CPC:€0.80
  • ROAS: 4.8

       Strategy: Use visually appealing banners on relevant websites to re-engage users who have previously shown interest in orthopedic services.

  Ad Set 3: Retargeting Ads                                                                                                                                                                                                                                    

   Content: Ads reminding users who visited the clinic’s website to book an appointment.                                                                                                                  

 

   Target Audience: Users who visited the website in the last 30 days but did not convert.

  • Budget: €700/month
  • CPC: €0.90
  • ROAS:0

       Strategy: Use dynamic retargeting to show personalized ads based on the pages users visited. Encourage users to complete their booking process.

Overall Results on Google Ads:

  • Average CPC: €0.97
  • Average ROAS: 5.9
  • Increase in Website Traffic: 42%
  • Increase in Appointment Bookings: 35%

3.Instagram Ads

Objective: Increase brand awareness and engage younger demographics.

  Ad Sets and Strategies:

  Ad Set 1: Story Ads

  Content: Short videos of the clinic’s facilities and patient testimonials.

  Target Audience: Adults aged 25-45, interested in fitness and sports.

  • Budget: €1,200/month
  • CPC:* €0.50
  • ROAS: 3.8

        Strategy: Leverage Instagram Stories to showcase dynamic and engaging content. Utilize swipe-up links to direct users to the website.

 

  Ad Set 2: Carousel Ads

  Content: Images of successful treatment outcomes and before/after photos.

  Target Audience: Adults aged 30-50, following health and wellness influencers.

  • Budget: €1,000/month
  • CPC: €0.55
  • ROAS 2

   Strategy:  Use carousel ads to tell a compelling story of patient recovery journeys. Highlight the clinic’s personalized care and expertise.

 

  Ad Set 3: Influencer Collaboration

  Content:  Sponsored posts by local health and fitness influencers.

  Target Audience  Followers of influencers aged 25-45.

  • Budget: €1,500/month
  • CPC: €0.65
  • ROAS: 5.5

  Strategy Partner with influencers to create authentic content showcasing their experiences with the clinic. Use influencers’ reach to build credibility and trust.

 Overall Results on Instagram Ads:

  • Average CPC: €0.57
  • Average ROAS:** 4.5
  • Increase in Website Traffic: 30%
  • Increase in Appointment Bookings: 25%
Business Impact

By implementing these targeted advertising strategies across Facebook, Google Ads, and Instagram, the orthopedic clinic in Ireland achieved significant growth in key performance metrics:


  • Overall Increase in Website Traffic: 36%
  • Overall Increase in Appointment Bookings: 30%
  • Improvement in Brand Awareness: The clinic’s social media presence grew, resulting in higher engagement rates and increased patient inquiries.
  • Enhanced Patient Trust: The use of patient testimonials and influencer collaborations helped build credibility and trust in the clinic’s servicce.

Conclusion

The strategic use of various ad formats and targeted audiences across multiple social media platforms significantly boosted the orthopedic clinic’s business performance. By focusing on video content, carousel ads, and influencer partnerships, the clinic effectively increased its reach, engagement, and conversion rates, leading to a substantial hike in website traffic and appointment bookings. The clinic’s holistic approach to social media marketing, tailored to the specific nuances of each platform, proved instrumental in achieving its business objectives.

Here is the bar chart that illustrates the percentage increase in website traffic and appointment bookings for the orthopedic clinic in Ireland across different social media platforms: Facebook, Google Ads, and Instagram.

Traffic
Increase (%):                                                                                                                                                                                                                            Facebook: 35%                                                                                                                                                                                                                                Google Ads: 42%                                                                                                                                                                                                                                Instagram: 30%

Bookings Increase (%):                                                                                                                                                                                                              Facebook: 28%                                                                                                                                                                                                                                      Google Ads: 35%                                                                                                                                                                                                                                    Instagram: 25%

This visual representation clearly shows the impact of the clinic’s marketing and advertising strategies on different platforms, highlighting the significant improvements achieved in both website traffic and appointment bookings.