“Eye clinic”.

World Vision – a new-generation digital eye clinic in Moscow with the best conditions for eye treatment and diagnostics and a team of top-category ophthalmologists ready to put their full skill set to work for the medical care of their patients.

The situation BEFORE we started:

David, one of the clinic's founders, came to us on the recommendation of contacts from the dental sector, where we had also delivered excellent results, since we have deep expertise in medical marketing and, in particular, in promoting eye clinics online.

The client had already worked with contractors before us, and even now the clinic continues to work with another agency in parallel, so as to choose the best marketing specialists. That is exactly why the start of our partnership was not easy – we had to prove ourselves in the shortest possible time. First and foremost, the client wanted to increase the volume of inbound leads while keeping the cost of converting a lead into a signed contract low. On top of that, our task was to generate leads for “laser vision correction” and “cataract treatment”, bypassing the “free diagnostics” offer – and without such a strong USP, generating high-ticket patients is far from a simple task.

What work was carried out for the client?

• drew up a media plan setting out forecasts for the budget and the number of leads and first-time patients to be attracted;
• built unique landing pages (worldvision.clinic, worldvision.clinic, worldvision.clinic, worldvision.clinic): for this we developed a prototype, then designed and coded the pages, plus a quiz page;
• launched an advertising campaign in Yandex Direct on Search and the Yandex Advertising Network, as well as master campaigns;
• developed several creative variants for social media and launched targeted advertising on VK;
• connected Yandex Metrica, set up end-to-end analytics through the CRM system (Bitrix24) and call tracking to track call conversions and listen to customer calls.

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

At the start, the main problem was setting up end-to-end analytics and integrating with the client's CRM system, but our web analyst handled the task successfully. All leads began to appear correctly in the CRM together with UTM tags and the other metrics needed for analytics.

We also had an important task ahead of us: explaining to the operators how to work with incoming leads so as to convert the client into a contract and close at a good ticket size, because at first the cost per contract was high and the client thought there was some problem with the advertising.

On our side, we constantly tested new hypotheses to identify the most effective advertising combination, and ran A/B tests of the offers and promotions at the client's clinic.

What results did we get in the end?

As a result, we identified the optimal working combination that delivers a large volume of leads at a low price. We also launched new directions the client was interested in (for example, attracting patients from other regions).

After testing many hypotheses and optimising the campaigns, the very next month we received 376 leads at an average cost per lead of ₽1,600 and ₽3 million in turnover with a cost per contract of up to ₽45,000. A month later we multiplied the result: exactly 500 leads at an average cost per lead of ₽1,100 and ₽5 million in turnover with a cost per contract of up to ₽25,000.

Result for the entire period of work:

To say the client was happy with the result would be an understatement! We outperformed all the other contractors and became the clinic's main marketing group, and also moved to new KPI-based incentive terms.

As we write this case study – contracts worth ₽1.5 million have already been signed for June :)

At the moment we continue working to improve the figures, testing new hypotheses that will bring even more patients to the clinic and increase the clinic's profit at least 2-fold.

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