Brand Design & Lead Generation for Healthcare Consulting
Despite their reputation in Turkey and offering comprehensive services including accommodations and transportation for international clients, they struggled with brand awareness in Vancouver, leading to a lack of clients. The goal is to boost brand awareness of Yilmaz Medconsult in the international market, specifically in Vancouver. and Increase qualified leads for their cosmetic surgery consulting services
The Challenge
Despite their reputation in Turkey and offering comprehensive services including accommodations and transportation for international clients, they struggled with brand awareness in Vancouver, leading to a lack of clients. The goal is to boost brand awareness of Yilmaz Medconsult in the international market, specifically in Vancouver. and Increase qualified leads for their cosmetic surgery consulting services
Targeted Advertising:
Launched focused digital ad campaigns across Google Ads and Meta platforms to drive qualified leads for high-intent services. After researching Yilmaz Medconsult's 100+ available procedures, I identified 5-6 high-conversion services for Google Ads targeting prioritizing users with clear purchase intent. On Meta, I ran broader awareness campaigns targeting users with relevant interests matching our ideal client profile.
Social Media Growth:
Built an authentic social presence on platforms popular with Vancouver-based prospects to establish trust and credibility before users saw paid ads.
Content focused on:
- Behind-the-scenes clinic operations in Turkey
- Real patient testimonials and transformations
- Day-in-the-life content from medical staff
- Service highlights and quality of care messaging
Goal: Create a trust layer so when prospects clicked paid ads, they'd find an established, credible brand with social proof—not just promotional content.
Rebranding and Positioning:
Brand Mission: To provide transparent, accountable, and high-quality cosmetic surgery consultations, bridging the gap between Canadian clients and top-tier medical care in Turkey.
Brand Positioning: Positioned as a trustworthy, expert gateway to premier cosmetic surgery experiences abroad.
Brand Traits: Professional, reliable, empathetic, and transparent.
Brand Values: Commitment to patient care, excellence in service, and integrity in medical consultation.
Brand Personality: Approachable, authoritative, caring, and informative.
Brand Promise: Ensuring a seamless, trustworthy journey from consultation to post-surgery recovery in Turkey.
Refreshed Brand Identity:
Our goal was to refresh Yilmaz Medconsult’s image, giving it a modern yet unique edge. We focused on a monogram of the brand’s initials, crafted to be elegant but not boring. This modern approach is enhanced by the choice of teal and Egyptian blue, adding sophistication and a professional touch to the brand’s identity.
Keywords used by the client:
- Blue.
- Something to do with Ottoman empire,
- Elegant but not boring.
- Must be able to use as icon
Landing Page Optimization:
Developed four distinct landing pages, each targeting one of their most popular services out of their 28+ services so that we don't spread ourselves too thin and get desired results.
To optimize Yilmaz Medconsult’s landing pages for our google ads, we implemented a comprehensive approach focusing on their four most popular services. Here’s an enhanced description of the steps taken:
- Targeted Service Focus: Concentrated content on dental implants, rhinoplasty, hair transplants, and tummy tuck/liposuction, ensuring detailed, service-specific information was readily available.
- Clear Call-to-Action (CTA): Each landing page featured a prominent, unambiguous CTA, guiding visitors towards booking a consultation or learning more, thereby increasing conversion rates.
- Showcasing Results: Integrated compelling before-and-after images to visually demonstrate the transformative outcomes of the procedures, enhancing credibility and setting realistic expectations.
- Incorporating Testimonials: Strategically placed authentic testimonials from satisfied clients, particularly emphasizing experiences of Canadian clients, to build trust and relate to the target audience.
- Highlighting Value Propositions: Clearly articulated why clients should choose Yilmaz Medconsult, including cost-effectiveness, quality of care in Turkey, and comprehensive service packages, to underline the unique benefits.
- Chief Doctor’s Message: Included a personal message from the chief doctor, adding a human touch and reinforcing the expertise and reliability of Yilmaz Medconsult’s team.
While our Google Ads were performing well, optimized to appear for high-intent searches, the transition to Meta Ads presented some unexpected challenges. Despite the initial enthusiasm, our efforts were met with two significant issues:
- Unconverted Leads: We noticed an influx of leads from our Meta Ads, but many were not progressing to book appointments.
- Appointment No-Shows: Among the leads that did book appointments, a substantial number failed to show up for their scheduled consultations.
The Solution:
In digital marketing, adaptability is key. Recognizing these challenges, we decided to pivot our strategy. Our solution involved shifting from the traditional Facebook lead ads, which were generating leads but not conversions, to a more interactive approach. We introduced a Facebook-to-WhatsApp direct message ad format.
This change aimed to foster more personal and immediate communication with potential clients, thereby enhancing engagement and increasing the likelihood of both booking appointments and actual attendance.
The strategic shift in our ad approach yielded remarkable results:
- Increased Volume of Leads: We saw a significant uptick in the number of leads generated.
- Higher Quality of Leads: The leads we received were more qualified, indicating a greater likelihood of conversion.
- Dramatic Improvement in Response Rate:
Key Learnings:
- The Importance of A/B Testing: Throughout our campaigns, A/B testing proved to be an invaluable tool. By systematically testing different aspects of our ads, from the visuals and copy to the calls-to-action, we were able to identify what resonated best with our target audience. This approach not only optimized our ad performance but also provided deep insights into our audience’s preferences and behaviors.
- Adaptability is Crucial: The digital marketing landscape is ever-changing, and flexibility is key to success. Our willingness to shift from Facebook lead ads to a direct message approach on WhatsApp was a pivotal decision that addressed the issue of unconverted leads and no-shows effectively.
- Data-Driven Decision Making: Our strategies were always backed by data. The shift in our approach was a result of careful analysis of campaign metrics, which highlighted areas of improvement. This reliance on data ensured that our decisions were targeted and effective.
- Customer-Centric Approach: Ultimately, our efforts were guided by a focus on the customer experience. Understanding and addressing the needs and concerns of our potential clients was paramount in our strategy development and execution
User Profile:
