20140704 Best Case Health Care: Onsite Maßnahmen und Facebookintegrationen zur Steigerung der Conversion Degordia Macku

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Best Case Health Care: Onsite Maßnahmen und Facebookintegrationen zur Steigerung der Conversion

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20140704 Best Case Health Care: Onsite Maßnahmen und Facebookintegrationen zur Steigerung der Conversion Degordia Macku

  1. 1. Onsite Maßnahmen und Facebook-Integrationen zur Steigerung der Conversion Werbeplanung.summit 04.07.2014
  2. 2. Sie werden Augen machen! ;-) Werbeplanung.summit 04.07.2014
  3. 3. 1 Intro Health Care Case „Eye-Clinic Svjetlost“
  4. 4. ABOUT OUR CLIENT SVJETLOST
  5. 5. GOALS of the new design
  6. 6. 2 Case “appointment for examination”
  7. 7. Media •  Facebook •  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
  8. 8. Campaign – Book your appointment for examination Different target groups: 1.  “no money” 2.  “no time” 3.  “I’m afraid”
  9. 9. 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  
  10. 10. 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  
  11. 11. 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  
  12. 12. 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  
  13. 13. 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%  
  14. 14. Analytics of contact form “appointment for examination” (April 2013 – today)
  15. 15. Analytics of contact form “appointment for examination” (April 2013 – today)
  16. 16. Analytics of contact form “appointment for examination” (April 2013 – today)
  17. 17. 3 Some FB App Examples
  18. 18. 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%        
  19. 19. Facebook Contest App “Smile”
  20. 20. 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%      
  21. 21. Facebook App “Smile”
  22. 22. Facebook App “Smile”
  23. 23. ZAGREB VIENNA OFFICES BELGRADE MOSTAR Partners
  24. 24. 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
  25. 25. OUR SERVICES DIGITAL STRATEGY CONTENT PRODUCTION ANALYTICS DESIGN & UX SOCIAL MEDIA DIGITAL ADVERTISING DEVELOPMENT PRODUCTS

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