Alfa-Tsentr Zdorovya.

The situation BEFORE we started:

The medical centre came to us through contextual advertising in November 2022. The client already had several contractors in other cities, and approached us to develop landing pages and run targeted ads in Nizhny Novgorod. We held 3–4 online meetings at the end of 2022, followed by an in-person meeting in Moscow in early February 2023. There we agreed the framework and scope of work (with a refund if the KPIs were not met).

The medical centre came to us through contextual advertising in November 2022. The client already had several contractors in other cities, and approached us to develop landing pages and run targeted ads in Nizhny Novgorod. We held 3–4 online meetings at the end of 2022, followed by an in-person meeting in Moscow in early February 2023. There we agreed the framework and scope of work (with a refund if the KPIs were not met).

The medical centre came to us through contextual advertising in November 2022. The client already had several contractors in other cities, and approached us to develop landing pages and run targeted ads in Nizhny Novgorod. We held 3–4 online meetings at the end of 2022, followed by an in-person meeting in Moscow in early February 2023. There we agreed the framework and scope of work (with a refund if the KPIs were not met).

It took a month and a half to agree the contract. Patience is something we have plenty of :)

In the end we decided to start with three specialisms:

• dentistry;
• gynaecology;
• gastroenterology.

The main goal was to fill the doctors' appointment books at the centre by increasing the flow of new patients.

What work was delivered for the client?

• drew up a media plan setting out forecasts for budget, the number of leads to be generated and first-time patients;
• launched an advertising campaign on VK;
• drove traffic to the landing pages and quizzes we developed: alfazdrav.ru , alfazdrav.ru , alfazdrav.ru , alfazdrav.ru , alfazdrav.ru , alfazdrav.ru
• worked with CallTouch to track call conversions, and once a week called the leads ourselves, helping the managers handle calls more effectively.
• provided daily and weekly project reports.

How the work went, what challenges we faced and how we solved them:

The project kept throwing tough challenges at us. We requested all the necessary content from the client and turned it into creatives, developed landing pages, drew up a media plan and launched VK advertising. However, several difficulties arose:

The project kept throwing tough challenges at us. We requested all the necessary content from the client and turned it into creatives, developed landing pages, drew up a media plan and launched VK advertising. However, several difficulties arose:

The project kept throwing tough challenges at us. We requested all the necessary content from the client and turned it into creatives, developed landing pages, drew up a media plan and launched VK advertising. However, several difficulties arose:

• because the VK offer took a long time to approve, the launch happened on 1 June rather than 1 May as planned — this affected the number and quality of leads, since summer is holiday season;
• no CRM system — without one, leads were not always handled by the managers promptly and properly, which is why we decided to step into the process and make the follow-up calls ourselves;
• the offers changed during the project;
• low-margin services were chosen for promotion, because the doctors providing the higher-margin services were already booked to 100%;
• the advertising budget was not always topped up on time, with short pauses of several days, which also affected the total number of leads.

What results did we get in the end?

Ad creative impressions — 4,188,136

Ad creative impressions — 4,188,136

Ad creative impressions — 4,188,136

Number of leads — 367

Cost per lead — ₽1,900

Spam rate — 21.5%

Our team held regular calls on this project; we looked for solutions, made adjustments to make the work more effective and provided ad-hoc reports at the client's request. This is where the conclusion should say that we magically turned the situation around and hit the KPIs, but we live in the real world :) Because of the factors listed above, we could not. Yet this case does not have a sad ending at all: even though the terms were not met 100%, things started moving at the medical centre — and moving very well, since the spam rate was low. We delivered 367 leads at ₽1,900 each in 3 months and increased the flow of patients.

And that is not all! Alfa-Tsentr Zdorovya liked working with us so much that they decided to hand us 3 new specialisms in Moscow as well, and the launch is now in full swing:

• implants alfazdrav.ru
• crowns alfazdrav.ru
• varicose vein treatment alfazdrav.ru

This case shows that things do not always go to plan, and the metrics are not always the main factor. What matters is finding the right approach to the client, showing professionalism and demonstrating your value — then the partnership will be fruitful and genuinely interesting!

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