Butterfly Lab was established as a private laboratory analysis network with a central hub in Vicenza. Butterfly collection points offer a complete range of diagnostic tests that provide important information about patients’ health and the functioning of their bodies.
The client initially approached us to expand their network of laboratories. To reach suitable healthcare facilities such as outpatient clinics, medical practices, and pharmacies, we developed a highly accurate and precise Digital Marketing strategy, taking into account the sensitive limitations of the medical sector.
Defining the goals
Following an Integreation Marketing approach, the online communication strategy integrated Brand Awareness and Lead Generation activities in various ways. This included revamping the website with a focus on user experience (UX), running PPC campaigns on social media and search engines, implementing SEO efforts, local marketing activities and providing client training.
Website restyling
We proposed a two-step website remaking process. The first step involved technical theme redesign to optimize site speed and performance.
The second step was the visual restyling of the website and user interface (UI), implementing pre and post-publication improvements to enhance the user browsing experience.
Social advertising strategy
The social media activity focused on managing a Lead Generation campaign to acquire contacts interested in opening a franchise collection point.
In just 6 months, the B2B strategy generated over 400 leads, including nurses, medical personnel, dentists, and entrepreneurs, at a cost per lead of €7.31, with a monthly average of 20-30 leads interested in commercial negotiations.
SEA campaign creation
We set up Search campaigns with Google Ads to raise awareness of Butterfly Lab collection points among users searching for diagnostic laboratories in relevant locations.
Ongoing optimizations in keywords, ad copy, devices, locations, and bidding strategies led to a progressive increase in ad clicks and conversions, including appointment bookings at the collection points.
SEO ranking activities
The medical sector is considered highly sensitive by search engines due to the direct impact of content on people’s lives.
The Search Engine Optimization (SEO) strategy began with a technical error cleanup phase and then focused on optimizing existing pages and creating blog articles.
Within just 5 months, the number of ranked keywords increased from 320 to 3.220, resulting in increased impressions and clicks from search engines.
Local Marketing and training
To promote the Butterfly Lab brand locally, we undertook various Local Marketing actions, such as opening Google Business Places listings and revising web pages dedicated to individual collection points.
Concurrently, we planned a training activity with the client to independently manage local marketing tools.
