Forest Hill Family Clinic
Creating an effective GP practice marketing campaign to attract new patient bookings for GP services and skin checks in Melbourne.
*Month On Month Growth
Background
Forest Hill Family Clinic is a family-friendly medical clinic located in Forest Hill, Victoria. The practice consists of a team of dedicated and well- established doctors, as well as a strong support team of practice nurses and other allied health providers who offer compassionate care with a focus on positive health outcomes.
Forest Hill Family Clinic offers a range of general practice services such as preventative health, chronic disease management, women’s, men’s, and children’s health, and many more. It also covers specific health areas such as skin checks that are provided to all patients of any age.
With SearchMax’s solid experience in GP practice marketing in Melbourne, Forest Hill Family Clinic approached SearchMax to grow their online presence and increase new patient bookings for their GP services and skin clinic in the local area.
The Challenge
Forest Hill Family Clinic has been offering patient-centred medical services for over fifteen years. However, they had a limited online presence and struggled to increase new patient bookings online.
Their main aim was to generate brand awareness for skin checks services while also increasing GP consultations within a limited budget. As the competition in the market is aggressive, the cost-per-click for skin-related keywords in the local area is generally high. Therefore, Forest Hill Family Clinic needed an effective healthcare digital marketing strategy to generate maximum results while reducing overall costs.
One of the most recent challenges was to create a performance-based GP practice marketing strategy to promote COVID vaccinations on Google. As Google has strict rules and regulations for COVID related advertising, there are stringent procedures that must be followed to become eligible to promote COVID vaccinations.
Our Approach
SearchMax started off by having a one-on-one strategy session with the
medical practice owner to understand the objectives and the performance of the practice to date. Their competition and current positioning in the local area were also important points discussed to gain a better understanding of what needed to be done.
As a Melbourne Google ads specialist in GP practice marketing, we were able to create a successful digital strategy to attract new patient bookings by showing our ads at the top of the first-page results on Google. Since our main aim was to create brand awareness for skin checks, we targeted a wider radius around the clinic for skin campaigns. This is because generally, patients are willing to travel long distances to consult specialists, while GP campaigns target only a minimum radius around the practice. The keywords selected were highly targeted such as “gp near me”, “skin checks near me”, making our ads unmissable to new patients. We also isolated and targeted more suburb keywords which were more cost-effective than targeting generic keywords. This way our campaigns were able to promote Forest Hill Medical clinic to a higher number of prospective patients that were more “ready to book”.
Our ad strategy also involved creating compelling ad copy to increase the quality score, making the ad messaging more relevant for patients that were ready to book. Effective unique selling points such as “bulk billing available” and “open 6 days a week” were used to enhance click-through- rate. We also ensured that all of our digital marketing campaigns comply with AHPRA guidelines.
With the global pandemic, TGA regulations were relaxed, and we were able to whitelist Forest Hill Family Clinic and get the brand eligible to promote COVID vaccination ads on Google. It was important to promote the right messaging to the general public when ads are appearing on Google and encourage them to make a booking while ensuring a safe and positive experience for all patients.
Results
SearchMax was able to increase Forest Hill Medical Clinic’s digital presence and increase new patient bookings for GP and skin checks services with a strong local area marketing campaign. The practice owner has seen visible performance improvements and increased new patient bookings from the local area and surrounding suburbs, for both GP services and skin checks.
SearchMax will continue to provide dedicated support and schedule frequent meetings with the practice owner to meet their expectations and goals. We are excited by the results so far and are keen to see Forest Hill Medical Clinic grow further!