Goal: promoting outpatient hysteroscopy training for gynaecologists on innovative French Delmont equipment and raising the professional level of doctors.
Project overview:
The client asked us to develop an effective strategy for promoting outpatient hysteroscopy training for gynaecologists on Delmont equipment. When we started working together, the client had no online presence at all, so we had to start from scratch.
Objectives:
1. Design a unique landing page for the training course.
2. Drive traffic to the landing page from Yandex Direct and VK.
3. Generate 20 training enquiries a month.
4. Hit the cost-per-lead KPI of ₽3,000.
Solution:
We built a unique landing page for the training course, delmont-kil.ru, which clearly conveyed the advantages of the Delmont equipment and caught the attention of gynaecologists. We then launched advertising campaigns in Yandex Direct and VK to drive traffic to the landing page.
In the first month we received 31 enquiries at a cost of ₽1,042 each. Despite some budget delivery issues in contextual advertising, we were able to offset them with targeted advertising, and in the following months the conversion rate stayed at roughly the same level.
We kept working with the client, and once the training figures had stabilised, the client asked us to build and promote a website for the French Delmont equipment
We built a website that effectively presented the Delmont equipment and the client's distributorship: delmont-kil.ru
Over the whole period of working with the client, from September 2022 to date, we have received 255 enquiries from the website, including 230 enquiries for offline training and 25 enquiries to purchase equipment. The cost per enquiry came to ₽1,500 across both sources, against an agreed KPI of ₽3,000 per lead.
Thanks to our effective promotion strategy and a cost per result well below the target, we continue to work with the client and keep growing their brand.
Screenshots from the VK and Yandex Direct ad accounts show the level of activity and the effectiveness of our advertising campaigns.
Examples of VK ad creatives:
We're attaching the client's letter of thanks and getting back to work!
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