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Intro

In autumn 2020, our client (a private multidisciplinary clinic) decided to reach a new level, expand the range of services and attract more clients by deciding to organise COVID-19 testing. It was necessary to develop a strategy to promote the testing service.

Hypotesis

The business owners had a hypothesis that in Odessa there will be a demand for coronavirus testing, which can be done safely and comfortably. It was necessary to confirm or deny this hypothesis.

Task

To develop and successfully implement a strategy of promotion of the chosen direction (PCR-tests) for clinics.

Result

Research of the market, competitors, target audience.

We assessed the market situation, the relevance of coronavirus infection tests, the demand for the service, the level of competition, and the offers of other medical centres on the market.

On the basis of this study, it was decided to include coronavirus testing in the clinic’s list of services, choosing PCR testing.

There are many different tests for the presence of SARS-CoV-2 in the world.

In general terms, all tests can be divided into two types:

1) Those that test for the presence of the virus to determine whether a person is infected at the time of examination, i.e. currently. The most common is the PCR test.

2) Those that test for the presence of antibodies to establish whether a person has been infected at some point in the past. A representative of this type of test is the ELISA test.

For the diagnosis of COVID-19, the most effective (at the time of the beginning of the promotion and now) is the polymerase chain reaction. Other types of tests besides PCR are not so widely used. Test results show that other existing technologies for determining whether a person has a coronavirus infection are subject to higher rates of false positives and false negatives than PCR tests.

At the time of launching the coronavirus testing service, there was little competition in the market. It was possible to get tested for coronavirus in public polyclinics, two private clinics and several private laboratories. But there was one significant problem that warned potential clients against taking the test: the possibility of coming into contact with people infected with coronavirus infection while conducting the test or waiting in a queue.

We immediately worked out the fears of the target audience and defined a positioning according to which it is possible to take a coronavirus test at this private clinic in a way that avoids contact with other patients. It is safe to take the test in a private clinic, unlike in a public polyclinic. It is possible to sign up for a specific time, there is no need to stand in a queue, there is no possibility of contact with potentially infected people. At the same time, the staff observes all the necessary safety measures, disinfects, uses special protective equipment, etc.

Promotion strategy

Due to strict restrictions related to the topic of coronavirus and carefully controlled by Google, advertising promotion (in order to prevent the spread of inaccurate information, profiteering from the pandemic topic, abuse of authority) was prohibited for all queries:

  • coronavirus
  • COVID-19
  • PCR test
  • coronavirus testing
  • and others directly or indirectly related to this topic.

Thus, only the Ministry of Health adverts were placed in the advertising block in the search results, and in the organic search results – various gov.ua sites and news portals.

Also under the ban was open advertising in the media, launch targeting.

In the shortest possible time a page for the site was developed, information about the new service was placed in various sources (social networks, Google My business, etc.) and launched an advertising campaign in Google Ads.

The page for the website was designed and filled with information to answer questions from potential clients about the new service, the safety of testing, the process of taking a sample for PCR testing, and to emphasise the benefits of getting tested at this clinic.

Fig. 1 Coronavirus testing page

Source: https://complimed.com.ua/diagnostics/test-covid-19/

Figure 2 Coronavirus testing page

Source: https://complimed.com.ua/diagnostics/test-covid-19/

Figure 3 Coronavirus testing page

Source: https://complimed.com.ua/diagnostics/test-covid-19/

Social media posts have been prepared that are short and clear about coronavirus testing, answering the most frequently asked questions and objections. about coronavirus testing, answering the most frequent questions and objections of the target audience.

Figure 4 Social media posts

Source: social networks of the clinic

In addition, such available tools as crowd marketing, writing SEO optimised blog articles, etc. were used for promotion.

The main traffic to the site was provided by the launch of an advertising campaign.

As mentioned above, at the time of the start of testing on COVID-19, any online advertising promotion related to the topic of coronavirus was banned. The launch of advertising was blocked.

Decided to work through the arguments and write to Google Ads support.

  • Informed that it was not possible to place the advert as it was blocked for the reasons stated.
  • We wrote that the clinic has all the necessary documentation, has a licence and is ready to provide it (which we did in the process).
  • We stated that our goal was not to profit from the pandemic, but to inform clients about the possibility of getting tested for coronavirus in our clinic. At the same time, the PCR test (at the time) could be done at a slightly lower price than other medical facilities. Given the increase in COVID-19 cases, we felt it was important to inform the public about the opportunity to be tested — safely, without contact with potentially sick people (by appointment).

Within a week, we were able to get special authorisation for the account to promote PCR tests through advertising.

The solution was very successful and provided a large influx of customers, and Google’s restrictions related to the coronavirus ensured that there was little competition in paid display and minimal bids. Thus, the test campaign generated a large number of clicks and conversions at minimal cost.

The price per click was less than 1 UAH and the cost per conversion was about 16 UAH (less than $1). The cost of the service itself at that time was 1600 UAH (about $56). The ROMI of this advertising campaign was 4275%.

Fig. 5 Results of the advertising campaign for coronavirus testing

(first 2 weeks after the campaign launch)

Source: Google Ads Statistics

After getting authorisation for the company’s Google account, we still ran into a

with the problem of placing information on Google My Business. No reasons were given, it was impossible to appeal the decision. Through the help desk we found a way to contact the support team, which was informed that it was not possible to publish news about the services of our clinic (PCR testing) and all publications receive the status “Rejected”.

This issue was resolved and we were able to place on the company’s page actual information about the new service (added to the list of clinic services, published in the news format in Google).

Result

We conducted marketing research and developed a situational strategy for promotion of PCR tests for a comfortable multidisciplinary clinic in Odessa. The strategy was implemented immediately (in order to avoid loss of potential benefit and competitive advantage) and demonstrated excellent results.

The most successful solution was to obtain special permission to run contextual advertising of PCR-tests: ROMI of the advertising campaign was 4275%; price per click — less than 1 UAH and the cost of conversion — about 16 UAH (at the cost of service of 1600 UAH).

In promotion it is also important to react quickly to current events and prevailing conditions, not only a long-term strategy. Annual strategy does not cancel the response to current challenges.