Revitalizing a Struggling Diagnostic Center in Dubai 

Background:

Client: A diagnostic center located in Dubai, UAE, specializing in providing comprehensive medical diagnostics and testing services. The center had been facing severe challenges in attracting patient inquiries and was on the verge of shutting down due to the lack of new patients.

Role: As a Pay Per Click (PPC) Specialist, my responsibility was to design and implement a targeted PPC campaign that would drive patient inquiries, increase appointments, and ultimately help the center recover and thrive.

Problem:

The diagnostic center had been struggling for 1.5 years to generate patient inquiries through their existing marketing efforts. Despite trying various strategies, they were unable to attract new patients, putting the business at serious risk of closure. With dwindling inquiries and no growth in patient numbers, immediate action was required to turn the situation around.

Solution:

Market Research & Targeting: I began by conducting a comprehensive analysis of the healthcare market in Dubai, focusing on the demographics and behaviors of potential patients in the area. This research informed the development of a highly targeted PPC strategy aimed at reaching individuals actively seeking diagnostic services.

Campaign Structure & Ad Group Organization:

Campaign Structuring: I meticulously structured the PPC campaigns by categorizing them into specific services and sub-services offered by the diagnostic center. This approach ensured that each campaign and ad group was closely aligned with the search intent of potential patients, maximizing relevance and effectiveness.

Ad Copy & Creative Development: I coordinated with content team to focus on ad copy that addressed the urgent health needs of the target audience, emphasizing the quality, reliability, and convenience of the center’s diagnostic services. The ad creatives were designed to be visually appealing and stand out in the competitive healthcare market.

Keyword Strategy: I carefully selected and optimized keywords relevant to each service and sub-service, ensuring that the ads reached individuals searching for specific medical tests and health checks in Dubai.

Local Targeting: The campaign was geo-targeted to reach individuals within a specific radius of the diagnostic center, ensuring the ads were seen by those most likely to visit the center.

Continuous Monitoring & Adjustment: I monitored the campaign closely from the start, making real-time adjustments to bids, ad placements, and targeting parameters based on performance data. This agile approach ensured the campaign’s continued effectiveness throughout the month. Daily calls were conducted with the client to get an update.

Results:

Increase in Patient Inquiries: Within just one month of launching the campaign, the diagnostic center began receiving a minimum of 2 phone inquiries every day, signaling a significant turnaround in patient interest.

New Patient Acquisition: The campaign led to 40 new patients booking appointments at the center within the first month, providing a crucial boost to the business.

Exceptional ROI: The center achieved an impressive ROI of 551% for the month, reflecting the high effectiveness of the campaign in attracting new patients and generating revenue.

Business Recovery: Thanks to the success of the campaign and the structured approach to ad groups and services, the diagnostic center was able to get back on track, with a steady stream of patient inquiries helping to stabilize and grow the business.

Actual Account

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