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Project Overview

Medigence, a growing leader in medical travel facilitation, has successfully positioned itself in the global medical tourism market. Over the past 6+ years, the company’s healthcare network has expanded to over 90 countries. With a mission to provide world-class healthcare services to patients seeking treatments abroad, Medigence sought to enhance brand awareness and generate qualified leads through paid marketing campaigns. The goal was to target over 50 illnesses across 18 countries, with a long-term plan to diversify the diseases and geographies served.

Challenges

Medigence faced several key challenges in executing a successful paid marketing campaign

  • Brand Awareness: Being a relatively new player in the competitive medical tourism market, raising brand awareness in diverse global regions was crucial.
  • Targeting Multiple Illnesses: With over 50 illnesses to promote, creating campaigns that resonated with different audiences across varied geographies presented a significant challenge.
  • Geographic Diversity: The campaign needed to cover 18 countries initially, with plans to expand further, requiring localization of messaging and offers for each region.
  • Lead Generation: Medigence needed to generate high-quality leads while ensuring that the campaign remained cost-effective and efficient.

Solution

To address these challenges, Medigence implemented a well-structured paid marketing strategy that involved several key tactics:

  1. Segmented Campaigns: Medigence divided their campaigns by illness type and region, ensuring that the messaging was tailored to the specific needs of patients seeking treatment for particular conditions. For example, separate campaigns were created for cancer treatment, orthopedic surgeries, and cardiovascular procedures, each targeting the relevant audience.
  2. Localized Ad Campaigns: Given the global nature of the business, Medigence used geo-targeting and localization to tailor campaigns to 18 countries. Ads were customized in local languages, and region-specific offers were included to resonate with local healthcare needs and preferences.
  3. Ad Platforms: The campaigns were primarily executed on platforms such as Google Ads and Facebook, which allowed for precise targeting based on demographic information, search behavior, and online activity. Retargeting was also used to re-engage visitors who had shown interest but did not complete the lead generation process.
  4. Lead Qualification Process: Medigence implemented lead forms that not only captured basic information but also included qualifying questions about the type of medical treatment, preferred location, and the patient’s budget, ensuring that leads were relevant and high-quality.
  5. Performance Optimization: Over time, Medigence continually optimized the campaigns by analyzing metrics such as click-through rates (CTR), conversion rates, and cost-per-lead (CPL). Based on this data, the team fine-tuned the targeting, ad copy, and bidding strategies, ensuring continuous improvement in campaign performance.
  6. Scaling and Expansion: As the campaign gained traction, Medigence expanded its reach to additional countries and illnesses, leveraging successful campaign strategies to target new markets while maintaining performance standards.

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Results

Medigence’s paid marketing campaign yielded significant results:

  • Brand Awareness: Medigence saw a 43% increase in brand visibility across the 18 target countries, with a noticeable growth in social media engagement and organic traffic from international markets.
  • Lead Generation: The company achieved a 57% increase in qualified leads, driven by the targeted ad campaigns and improved lead qualification processes.
  • Expansion Success: Over time, the campaigns expanded to new regions and diseases, resulting in a 37% growth in the number of countries and illnesses targeted within the first year.
  • Improved ROI: With continuous optimization, Medigence reduced its cost-per-lead (CPL) by 23% while maintaining high lead quality.

Conclusion

Medigence’s strategic paid marketing campaign successfully enhanced brand awareness and lead generation, helping the company expand its footprint in the global medical tourism market. By tailoring campaigns to specific illnesses and regions, optimizing lead qualification, and scaling efforts over time, Medigence was able to generate qualified leads cost-effectively while expanding its market reach. The results showcase the importance of a data-driven, localized approach to paid marketing in driving growth in competitive, international markets.

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