About business:
AXEL Clinic is a next-generation multidisciplinary clinic. From the beginning, it was an ambitious project aiming to enhance the clinic experience across a wide price range significantly. It might seem like an ordinary story, but the implementation of details goes beyond the standard in this field. We joined the project after completing the interior design phase and began developing the digital marketing strategy almost from scratch. Our initial focus was on crafting a marketing strategy that would reflect the clinic's goals and ambitions for the long term.
Marketing Consulting:
The first step was positioning a traditional product in an established market. The main challenge was formulating a value proposition that resonates with a broad audience and improves the clinic experience. We analyzed our strengths and advantages: the interior, service level, technical equipment, and internal processes. This gave us our formula, the entire approach fits into the concept of a "five-star hotel lobby," which means attentive care for every client, service at all levels, and support where needed. This comprehensive vision unites all communication elements into a cohesive narrative, providing a unified Vision & Value Proposition.
Visual Identity, Storytelling, Copywriting:
The visual elements and narratives add value to the product and influence the user experience, so we pay close attention to how and what we communicate. The clinic's space was designed by an architectural firm, providing a dominant color palette and overall style from the outset. Our goal is to translate this experience online.
Web Design, Web Development, 3D, Motion Design:
The website is the cornerstone of all communication and digital marketing activities. Its main purpose is to introduce the clinic, share factual details, and shape the overall image. The primary business objective is to generate leads, such as phone calls and inquiries after visitors view the website. Therefore, we needed to seamlessly blend aesthetics with overall performance and website speed. We intentionally made certain pages more complex and rich, incorporating intricate 3D elements and advanced animations. In contrast, the main pages that focus on practical information about services and procedures are designed to be straightforward and standardized, meaning a single-page format is suitable for describing all procedures, services, and offerings.
Front-end and back-end development are also crucial components of each project. We oversee the website creation process at every stage of development, allowing us to ensure the outcome meets our standards. WordPress serves as the primary CMS and the site's core, significantly reducing the development cost and long-term maintenance.
Content production:
Creating authentic visual content is essential for high-quality marketing solutions. While managing and supporting the project, we organized several photo and video shoots, capturing interiors, equipment, procedures, and doctors. Our collaboration with top-notch photographers ensures the results stand out prominently on the website and other media. Print materials are also crucial for client communication within the clinic. We wrote and designed all necessary print materials to inform about specific products or the various services that AXEL Clinic offers.
Additionally, we launched and managed the clinic’s social media presence, focusing on projecting the brand's image and key messages, especially on Instagram. We handled social media from the beginning, crafting a communication strategy, establishing a visual style, and creating a brand guide for social media interactions.
Promotion and Growth:
The most extended phase of the project involves practically applying all marketing tools to achieve optimal lead costs. Promoting medical services is highly competitive, so doing everything right from the start is crucial. We established a strong foundation for further activities and moved on to direct testing. This lengthy phase covers all primary tools: promotion on Google and Facebook/Instagram, SEO optimization, billboard advertising, and setting up the Binotel call tracking system. Our core principle in this work is a scientific approach to testing hypotheses, carefully nurturing what performs well, and constantly seeking new ways to improve results.
The Cost per Lead (CPL) decreased for different services by 200%-600%.
Afterwords:
This project demonstrates our approach and confirms that expertise and consistency yield results. In this case, it led to sustained lead generation with excellent CPL. We would gladly help you do the same. Simply let us know more about your idea or existing business.
