by Sachin Rajah on November 16, 2018 | Case Studies

Last Updated on

SunDoctors, a chain of skin cancer clinics with 28 locations across Australia, engaged Rocket Agency to drive new customer acquisition. The core objective of the campaign was to generate leads that converted to patient bookings.

www.sundoctors.com.au

354 Leads generated in 5 days
75% Lead to sale conversion rate
1143 Organic keyword position changes

Rocket developed a strategy to build on the success we’d had for SunDoctors in 2017. We’d run a similar campaign with the goal of increasing awareness of Skin Cancer issues. In 2018, we delivered our second iteration of the ‘Saving Lives with Social’, a campaign which aimed to drive more ‘action’ from prospects in getting their skin checked. The foundation built in 2017 had established a strong following across a number of digital channels, including direct website traffic, organic search, social and paid.

We installed HotJar heatmapping software, found five individuals matching our target market for user testing and reviewed the fulfilment process with Myhealth1st to ensure we delivered a seamless booking experience with limited friction.

SunDoctors case study heatmap

The resulting changes led to a 57.35% improvement in conversion rates (measuring before vs after implementation). Currently, reviewing YoY data, this now sits at a 90% improvement YoY in our website conversion rate.

analytics traffic increase

Campaign Summary: Saving Lives With Social

The promotion strategy was built out as a three-stage funnel.

  1. We developed a content plan which encompassed key trends that aligned to time of year, popular search trends and trending stories. This was worked into a content plan which was then executed by publishing this content on the SunDoctors website, boosted through Facebook to a specific audience (audiences within close proximity to the 28 clinic locations) and organic traction helped drive further traffic.

protect your skin fb ad

2. The next stage comprised of retargeting this audience with ‘consideration’ based Video content from AFL legend Cameron Ling. Cameron was very influential in prospect acquisition and created significant engagement in social media.

SunDoctors FB Ad Example

3. This is where we needed to ‘close’ by delivering a compelling offer too good to resist. That offer was ‘Bulk-Billed’ skin checks supported by lead generation ads.SunDoctors FB Ad

Our Bottom of funnel (BOFU) ads were aggressively targeting those who had engaged or who had displayed interest in skin cancer. The lead generation campaigns were a success with our CPA’s reducing from $55 to $18.79!

Digital Marketing That Drives Leads and Sales

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