Digital Marketing Strategy To Find And Convert Leads
One of Australia’s leading healthcare companies and ASX listed businesses, Healius Ltd (formerly Primary Health), needed a digital marketing strategy to more effectively find customers and convert them to leads across the medical, dental and IVF business units.
After defining and segmenting the target markets, we developed an omnichannel approach with dedicated campaigns for each business unit. The campaigns were designed to ensure brand cohesiveness yet nuanced enough to connect and engage with the different audience segments. Beautiful creative, powerful messaging and a balanced approach across paid and earned media provided the foundations of the highly successful strategy.
The results of the omnichannel campaigns exceeded expectations, with 121 Group acquiring further digital marketing campaigns across the business units, ultimately forging a strong three year working relationship with Healius.
Proactive technical audits were completed with the team rectifying tracking issues and incorrect data, providing clear and accurate data insights to Healius as well as achieving results well above KPI expectations.
Using social media, multiple campaigns were run across each division leading to more than 15 million impressions with a reach of 4m. These generated a total of 26K leads with an average cost per lead of $7.08.
Due to successful campaigns and a full-service offering, our remit has since expanded to include email marketing.
cost per lead