Healius COVID Screening - Case Study - 121 Group

Healius COVID Screening

COVID Screening, doubling as a subsidiary and a new health service from Healius, wanted to boost visibility and maximise its revenue. As far as 121 Group was concerned, we needed to improve their CPA and conversions to get them on the map. This was nothing a few keywords and budgetary adjustments couldn’t fix.

5:1

ROAS for SEM

10:1

ROAS for paid

3,500

Additional purchases

I’ve worked with the team at 121 Group for the last couple of years and they’ve consistently proven to be exceptional support for our business. With their deep understanding of the healthcare industry paired with expert knowledge in digital marketing, they’ve been able to achieve benchmark cost per acquisition within the very difficult healthcare space. More than anything, the team works on our campaigns with true passion & attentiveness – a level of care which is very difficult to find in the agency space.

Cameron N. McTavish

Head of eCommerce, Marketing & Brand
Healius Pathology

THE CHALLENGE

COVID Screening was a new service offered by Healius. Thus, the SEM team faced the challenge of communicating COVID Screening’s offering to users unaware of the brand and attempting to maximise the revenue. The SEM team was ultimately challenged to improve two primary metrics: CPA and conversions.

Meanwhile, the paid social channel’s task was to launch a brand new service for Healius that offered COVID-19 testing kits for travellers to take before leaving the country. Covid Screening had not run any ads historically, so the team needed to develop a strategy that would cater for rapid scaling. Time to market was critical due to the demand for the service.

 The Solution

Using search campaigns to target high-value keywords, the SEM team worked closely with Healius to devise state-specific keyword lists. To keep up with the frequently changing laws and regulations of international travel, it was important that these keywords could be adjusted regularly. Coupled with frequent optimisations and ad-copy adjustments to reflect USPs, the strategy was geared for scalable growth to maximise conversions at the lowest possible cost.  

Focusing on client acquisition, the paid social channel tailored ads to ex-pats who needed a COVID test before returning home. We implemented a full-funnel strategy, which drove sales from both new customers and potential customers who had shown interest without purchasing. We targeted—and generated conversions from—the latter via a strong retargeting framework.

The Result

Using SEO efforts to maximise paid advertising budgets, the SEM skewed most of its spending to non-branded (generic) keywords to reach new audiences. After optimising keyword lists for each state, Google Search saw an initial CPA decrease from $75 to $24, all while achieving a consistent 5:1 ROAS.

Within the first 12 months of operating, we successfully generated 3,500+ purchases while maintaining an average 10:1 return on investment. Paid social advertising has become a significant revenue source—and driver of brand awareness—for the business.

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