Healthcare Marketing

From four bookings a day to forty — in two years

Client: IVF & ICSI clinics
Venture: HXR

IVF and ICSI clinics. In two years: from four bookings a day across two clinics to forty across four — from two per clinic to ten.

An IVF and ICSI doctor with two clinics and four bookings a day. The service was good and the doctor was good. That was never the problem. The problem was that the people who needed him did not know he existed — and the ones who did reach him fell out along the way. A message nobody answered. A call nobody picked up. Someone who could not work out how to book. In this field, the ones who fall out do not come back. They go to somebody else. So the work did not start with ads. It started with a question: how does a person who needs this doctor get from first hearing about him to sitting in front of him?

Challenge

Two working clinics and five bookings a day. The rooms were not full and the doctor was good — the problem was not the service. It was that the people who needed him did not know he existed, and the ones who did reach him met no system that turned enquiry into a booking.

Approach

We worked on every step of that path, not one piece of it: • Advertising — who to reach, with what message, in which area. • Booking — so anyone can book in seconds without working anything out. • The website — answering the patient's questions before they ask them. • The customer journey — from first ad to consultation, step by step, watching where people drop out. • Response handling — so a message is answered fast, and answered in a way that turns it into a booking. • The call centre — so a call is never lost and the answer is the same standard every time. Every detail. Because the weakest step in the path decides the result, not the strongest one.

Outcome

Over two years: • Bookings went from four a day to forty — ten times • Clinics went from two to four • Accounting for the new locations: from two bookings per clinic per day to ten — five times per clinic • And the expansion left Egypt — a location in Libya The new clinics are part of the result, not the cause of it: a single clinic now takes five times what it used to.