- Medical clinics
- Marketing Campaigns
- الإعلانات الممولة
Case study Ricci Clinics Egypt
Ricci Clinics: ad campaigns
Bookings up 40% in the first three months, within a limited budget.
Ricci Clinics runs dermatology, laser and nutrition clinics in Alexandria. I ran its ads on Facebook, Instagram and WhatsApp on a limited budget: bookings rose 40% in the first 3 months, and the ads returned 3 times their cost.
- Duration
- About 6 months
- Channels
- Facebook · Instagram · WhatsApp
- Country
- Egypt
The numbers
Project results
+40% Bookings, against previous campaigns
- Return on ad spend
- 3X
- Average monthly ROI over 6 months
- 205.56%
- Cost per purchase (CPP)
- 0.8
What we did
Designs and screens from the project
- Content and media buying in one plan
- Ad tests across posts, stories and videos
- Bid strategy and audience segments in Facebook Ads Manager
- Instagram influencer partnerships
- A tracking code for every campaign
- Automatic replies to new enquiries
The full story
Where the clinics stood
Ricci Clinics is a network of dermatology, laser and nutrition clinics in Alexandria, Egypt, serving more than five thousand patients. The target was more than 50 bookings a day from new patients.
The budget for paid ads was limited. Every campaign had to turn people who asked into patients who booked.
What I did, in order
1. Content and ads together
I worked on the content and the media buying as one plan. The ads ran on Facebook, Instagram and WhatsApp, where the clinics’ patients already were.
2. Tests before scale
I tested several ad types and messages in posts, stories and videos. Three examples on Instagram: a post, a reel and a second post.
3. Bids, audiences and locations
In Facebook Ads Manager I set the bid strategy, split the audience into segments and ran campaigns in several locations at the same time. Then I adjusted each ad by its results.
4. Influencers with the same audience
I partnered with Instagram influencers who speak directly to the people the clinics wanted to reach.
5. A code for every campaign, a reply for every message
Each campaign carried its own code, so every return could be traced to the ad behind it. Automatic messages answered potential patients when they wrote in.
The result
The ads started in April 2022 and ran for about 6 months, without going over the budget.
- +40% bookings in the first 3 months, against the clinics’ previous campaigns.
- 3X return on ad spend.
- 205.56% average monthly ROI over the whole period.
- 0.8 cost per purchase (CPP).
How I worked the figures out: 7,200 in ad spend brought back 22,000, a gain of $14,800. ROI is that gain divided by the spend. Cost per purchase is the spend divided by 9,000 purchases.
What to take from it
A small budget works when you know which campaign brought which booking. Give every campaign a code before you spend more, and the numbers will show where the next budget should go.
If your clinic gets messages but the calendar stays half empty, send me your monthly bookings and ad spend. I will tell you what I would fix first.
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