20140704 best case health care: onsite maßnahmen und facebookintegrationen zur steigerung der...
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Onsite Maßnahmen und Facebook-Integrationen zur Steigerung der Conversion
Werbeplanung.summit 04.07.2014
Sie werden Augen machen! ;-)
Werbeplanung.summit 04.07.2014
1 Intro Health Care Case „Eye-Clinic Svjetlost“
ABOUT OUR CLIENT SVJETLOST
GOALS of the new design
2 Case “appointment for examination”
Media
• Page posts, community management, App contest, Booking for appointment,
page advertising
• Two countries ( Croatia, Bosnia and Herzegovinia) > 189.969 fans
• Newsletter campaign
• Monthly newsletter > 37.000 e-mail addresses • YouTube advertising
• Video stories about doctors and surgery procedures • Google Ads
• Printed brochures - 5000
Campaign – Book your appointment for examination
Different target
groups:
1. “no money”
2. “no time”
3. “I’m afraid”
AB testing > custom audience “no money”
AD2 AD1
Communica.on: -‐ AD1 communicate price from 1€ per day for new life without diopter -‐ AD 2 communicate price from 25€ per month for new life without diopter
AB testing - results
AD2 -‐ results
AD 1 Reach: 311 076 Total spend: 304€ Orders for eye surgery review: 16 Value of review: 80€ 1280€ -‐ final value
AD 2 Reach: 384897 Total spend: 310€ Orders for eye surgery review: 61 Value of review: 80€ 4880€ -‐ final value
AD1 -‐ results
AD – for custom audience group – we don’t have time for surgery
AD 1 Reach: 501 147 Total spend: 501€ Orders for eye surgery review: 77 Value of review: 80€ 6160€ -‐ final value
AD 1 Reach: 420 477 Total spend: 500.22€ Orders for eye surgery review: 41 Value of review: 80€ 3280€ -‐ final value
AD - for custom audience group – we are afraid of operation
Experience of our fans -‐ communica.on
AD Reach: 638 000 Total spend: 511€ Orders for eye surgery review: 102 Value of review: 80€ 8160€ -‐ final value
Campaign – Newsletter example
This campaign: Open rate 36,5% click rate 7,3% In average (all NL): open rate 9% click rate 0,5 – 1%
Analytics of contact form “appointment for examination” (April 2013 – today)
Analytics of contact form “appointment for examination” (April 2013 – today)
Analytics of contact form “appointment for examination” (April 2013 – today)
3 Some FB App Examples
Facebook App “Smile”
App rules: Play and win the laser eye surgery. How to play: you have 10 seconds to choose the correct blurred subject out of 5 possible answers. Winner is the fastest player with the highest score. Time of applica.on: 3 weeks Google Analy.cs Visits: 14 200 Unique Visitors: 9,900 Pageviews: 117 193 Avg. Visit Dura.on: 00:04:11 Bounce Rate: 4.47% % New Visits: 37.21%
Facebook Contest App “Smile”
Facebook Contest App “Lasermania”
App rules: Play and win the laser eye surgery and discounts for examina.ons. How to play: user needs to strike eye glasses or contact lenses with a laser pointer. Winner is the fastest player with the highest score. Time of applica.on: 4 weeks Google Analy.cs Visits: 22,630 Unique Visitors: 8,862 Pageviews: 59,815 Pages / Visit: 2.64 Avg. Visit Dura.on: 00:14:27 Bounce Rate: 2.93% % New Visits: 36.84%
Facebook App “Smile”
Facebook App “Smile”
ZAGREB
VIENNA
OFFICES
BELGRADE
MOSTAR
Partners
www.degordian.com | www.facebook.com/degordian | www.twitter.com/degordian | linkedin: http://bit.ly/degordian
Danke für den schönen Augenblick!
Mag. Karl Macku COUNTRY MANAGER DEGORDIAN AUSTRIA
karl.macku@degordian.com | +43 664 4622424 | www.xing.com/profile/Karl_Macku
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