case study on promoting ophthalmology services and eye disease diagnostics

Promotion of an Ophthalmology Medical Center

Even for promoting a new service in an ophthalmology clinic, it is possible to attract a significant number of interested patients while keeping the cost per conversion below $2. To achieve this, we used high-quality photo and video content that emphasized the professionalism of the clinic and trust in its services. A carefully developed semantic core allowed us to precisely configure advertising campaigns and attract the target audience. Despite the challenges that arose, we maintained focus on the results, which ultimately led to the successful completion of the task. We are ready to share our experience and case studies to inspire and help other projects achieve high performance.

About the Company and Its Goals

The ophthalmology clinic specializes in the diagnosis and treatment of eye diseases, offering patients modern methods of vision correction and prevention of eye pathologies.

The main issue the client approached us with was the low influx of new patients, despite the availability of high-quality services and professional equipment. The clinic aimed to attract people interested in maintaining eye health and increase demand for specific services such as laser vision correction and eye disease diagnostics.

We were faced with two key tasks:

Attracting new patients interested in comprehensive eye care.
Increasing interest in specific clinic services, such as laser correction and diagnostics.

At the start of our collaboration, the client already had a developed website detailing the clinic’s advantages, the range of services, and their benefits for patients. This allowed us to immediately proceed with setting up search engine advertising to attract the target audience and increase the flow of applications.

Results and Outcome

Tasks:

Setting up advertising
Reducing customer acquisition costs
Developing a promotion strategy
Content marketing
Advertising on local websites
Developing a system for collecting customer feedback and maintaining growth dynamics
Page layout

Strategy for Promoting Ophthalmology Clinic Services

We identified the primary target audience as men and women aged 30 to 75. The clinic offers services relevant to both genders, but we considered differences in interests and needs. For example, women are more interested in preventive checkups and vision correction, while men are more interested in diagnostics and treatment of specific conditions. This allowed us to split advertising campaigns by gender for more precise targeting.

Given that the client’s website SEO was already well-optimized, we decided not to focus on search advertising. Instead, we prioritized the display network (KMS), where the cost per click is significantly lower, and there is an opportunity to attract attention with visually appealing banners and ads. This allowed us to work efficiently with the budget and attract patients interested in the clinic’s services.

It is worth noting that the client showed a high level of engagement and responsibility during the promotion process. Following our recommendations, a professional photo and video shoot was organized at the clinic. This allowed us to create unique and high-quality content, which we used for graphic and video banners. This approach not only increased trust in the clinic but also significantly improved audience engagement, ultimately positively impacting the campaign results.

Maxim. Project Manager

Work Process

After approving the strategy, we focused on setting up advertising campaigns on Instagram and Google Ads. For Instagram, we created a series of visually appealing posts and stories using unique content prepared during the professional photo and video shoot. This allowed us not only to attract audience attention but also to highlight the advantages of the clinic’s services in a format easily digestible for social media users.

In Google Ads, we configured campaigns based on the collected semantic core to reach users actively searching for ophthalmology clinic services. We also used remarketing to bring back those who had already shown interest in the clinic’s services but had not yet submitted an application.

To increase efficiency, we segmented the audience by gender and age groups (30-75 years) and set up ad displays within a 7 km radius of the clinic. This helped us attract users most likely to become patients.

Thanks to this comprehensive approach, we were able not only to increase the flow of applications but also to keep the cost per conversion below $5, which was an excellent result for the client.

Before and After Launching Advertising

Results of Attracting
New Clients from ADS Manager

Most Conversion-Friendly Ads We Used

What Challenges Did We Face in Promotion?

Challenge #1: Restrictions on Advertising Medical Services

When promoting the ophthalmology clinic, we encountered restrictions on advertising certain services, such as laser vision correction, which required license verification and strict moderation rules.

Solution: We reworked the ad texts, focusing on the general benefits of the clinic and diagnostic services that did not require additional approvals. We also used formats that successfully passed moderation while remaining attractive to the audience.

Challenge #2: Uneven Distribution of Audience Interest

During the campaign, we noticed that men showed unexpectedly high interest in the clinic’s services, leading to budget overruns for this audience.

Solution: We split the advertising campaigns into two separate groups—one for men and one for women. This allowed us to manage the budget more flexibly and distribute impressions evenly between both audiences. We also adjusted ad bids to optimize costs and improve campaign efficiency.

These steps helped us overcome the challenges and achieve a steady flow of applications from the target audience.

We managed not only to increase the number of applications but also to evenly distribute demand for key services such as diagnostics and laser vision correction.

Maxim. Project Manager

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