Introduction
I had successful achievement with Ricci clinics media buying campaigns on social media, resulting in a high return on investment (ROI). This case study will explore the strategy used by Ricci Clinics to achieve this success, along with the numbers that demonstrate the ROI thanks to media buying campaigns. We will also discuss how other clinics can use similar strategies to improve their own marketing campaigns with media buying.
Ricci Clinics is a rapidly growing network of medical clinics that provides dermatology, Laser, and nutrition services. It operates a location in Alexandria, Egypt. providing healthcare services to over Five thousand patients. As it seeks to further expand its market share, the clinics realized it needed an effective marketing strategy with a media buying campaign in order to reach new customers and make a lasting impact.
Ricci Clinics Challenge
To succeed in capturing new markets with more than 50 appointments daily and drive growth, Ricci Clinics had to develop an efficient social media presence as well as engaging campaigns that would ultimately convert leads into sales. The challenge was compounded by the limited budget available for paid campaigns.
Solution (A Closer Look at the Strategy):
I hit the ground running with their comprehensive digital-marketing plan that involved both content creation as well as strategic media buying for maximum ROI. To optimize it, I implemented several tactics such as :
- I ran social media campaigns with media buying on the platforms of Facebook, Instagram, and Whatsapp.
- Testing various ad types with example1, example2, example3 & creative messaging through posts, stories, and videos;
- playing around with multiple platforms (Facebook Ads Manager); setting appropriate bid strategies and audience targeting & segmentation;
- Running campaigns in multiple locations simultaneously;
- Partnered with experienced Instagram influencers who spoke directly to their target audiences;
- Analyzing and optimizing advertisement performance based on data;
- Tracking returns through campaign codes;
- Creating automatic messages for potential clients; etc.
Screenshot from Test Campaigns
The Results
Through an integrated approach involving both content creation and strategic media buying, Ricci Clinics significantly increased the number of patients within the first 3 months leading up to a 40% increase in bookings compared to previous campaigns without breaking their budget limit. Additionally, ROI on media buying was calculated at 3 times the initial investment.
The clinic began to advertise their services in April 2022 and ran their social media campaign for approximately 6 months. The ROI was calculated by the Cost per purchase (CPP) – meaning how the average cost of a purchase driven through your ads. It’s calculated by dividing the total ad spend by the total number of purchases.
In order to calculate this, CPP = 7,200 / 9,000= 0.8. and when we calculate ROI, I averaged the monthly ROI over 6 months = (22,000-7,200) / (7,200×100%) = 205.56% which gave them an investment gain of $14.800. Consequently, Ricci achieved success beyond expectations even without utilizing expensive channels such as TV or radio advertising – enabling them to reinvest back into other marketing methods so as to keep growing their business far into the future.
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