CASE OF STUDY
A renowned birth center providing personalized prenatal and birthing care in a safe, comfortable environment.
Full digital marketing audit, scheduling plugin implementation, online funnel pivot, and ongoing paid ad management across Google, Meta, and Pinterest.
A birth center looking to increase its online presence and optimize its healthcare digital marketing contacted the agency. Colibri Digital Marketing audited and optimized its digital marketing efforts and brand presence, led digital advertising efforts, and increased sales.
They wanted Colibri Digital Marketing to create a healthcare digital marketing strategy, review their branding and website, and implement a plan that would help them increase sales. The agency provided a comprehensive marketing plan with a complete marketing audit, setup, optimization, and content calendar. At the same time, Colibri Digital Marketing took charge of its advertising efforts to increase traffic and sign-ups for care.
The objective was to improve their online efforts and optimize their digital presence to reach a wider audience. Additionally, Colibri Digital Marketing aimed to enhance tracking and increase ROI.
While working on their marketing plan, the COVID-19 pandemic hit, which required us to repurpose their strategy and sales funnel and support them in adapting to a 100% online world.
Inability to track lead attribution from free info sessions, reliance on in-person events during COVID-19 lockdowns, and unoptimized ad channels.
Colibri Digital Marketing responded by creating a customized healthcare digital marketing strategy for the client. Our approach centered on optimizing the birth center's website and marketing efforts. We made slight website modifications to improve service presentation and sales, and installed and properly configured analytics and attribution for campaigns. We also added a calendar option to support a trackable lead-capture strategy.
The client offered free informational sessions as lead magnets but couldn't send reminders, track conversions, or attribute them to marketing. This new plugin on the website was even more helpful once the COVID-19 pandemic hit, when the client could quickly change directions and make the sessions online, ultimately leading to a better way to track results.
With this new tracking system, Colibri Digital Marketing could do more than advertise and report impressions and clicks. Instead, it could attribute actual leads to different campaigns, project revenue, and generate quantifiable ROI.
As part of the ongoing advertising package, Colibri updated the strategy once the goals were reached to continually improve performance and adapt to changes in goals and the industry. Colibri's advertising team created different campaigns for each stage of the funnel, capturing cold traffic and nurturing it into leads.
We tested different media and platforms, including Google Search, geotargeted ads, Display, programmatic, YouTube, Pinterest, Instagram, and Facebook. Colibri Digital Marketing also implemented a tracking system to measure ROAS and track customer behavior through the conversion funnel, as we identified some missing opportunities with the client.
As a result of the customized healthcare digital marketing strategy, the birth center experienced significant growth. The sign-up rate for info sessions increased, and the number of leads generated from their website rose dramatically.
The team reduced CPC and CPM for Google Search Ads and also lowered cost per conversion.
The tracking system helped track customer behavior, resulting in increased revenue. By December 2021, 49.6% of the bookings were directly from ads, generating a ROAS of 11%.
By March 2023, 44.83% of the 87 bookings were directly from ads, generating approximately $35,947.62 in ad revenue per month, with an average spend of $1,500.
Integrating calendar lead capture with multi-stage ad funnels turns modest ad spend into predictable, high-return healthcare revenue.By combining full-funnel digital advertising with clear conversion tracking and an adaptable lead-capture strategy, healthcare providers can navigate market shifts, measurably scale client sign-ups, and maximize return on ad spend.