Yilmaz MedConsult

Role: Brand Designer & Digital Marketing Coordinator

Industry: Healthcare Consulting, Cosmetic Surgery and Medical Tourism

Results:

Facebook Adss	Google Ads
96 Qualified Leads out of 151 Leads	107 Converstions
CPC: $11.56	CPC: $59.01
0.4 Reach to Impression Ratio	3.7k Clicks

This wasn't easy, the challenge:

Yilmaz Medconsult, a well-established name in Turkey with over 30 years in the cosmetic surgery industry, aimed to expand their reach by opening a consulting branch in Vancouver. Despite their reputation in Turkey and offering comprehensive services including accommodations and transportation for international clients, they struggled with brand awareness in Vancouver, leading to a lack of clients

Objective:

Boost brand awareness of Yilmaz Medconsult in the international market, specifically in Vancouver.

and Increase qualified leads for their cosmetic surgery consulting services

SWOT Analysis:

Strengths: Comprehensive Service Offerings: Including post-surgery accommodations and transportation Established Reputation: Over 30 years of expertise in the Turkish healthcare industry.	Weakness: Brand Awareness: Low brand awareness in Canada Location: Misconceptions about surgery location
Opportunities: Growing Demand for Affordable Healthcare: Particularly in cosmetic surgery outside of Canada. Market Positioning: Being one of the few firms offering such comprehensive medical tourism consulting in Vancouve	Threats: Market Skepticism: Concerns about the quality and safety of overseas medical procedures.

Strategies and Execution:

Rebranding and Positioning:

Brand Mission: To provide transparent, accountable, and high-quality cosmetic surgery consultations, bridging the gap between Canadian clients and top-tier medical care in Turkey.

Brand Positioning: Positioned as a trustworthy, expert gateway to premier cosmetic surgery experiences abroad.

Brand Traits: Professional, reliable, empathetic, and transparent.

Brand Values: Commitment to patient care, excellence in service, and integrity in medical consultation.

Brand Personality: Approachable, authoritative, caring, and informative.

Brand Promise: Ensuring a seamless, trustworthy journey from consultation to post-surgery recovery in Turkey.

Refreshed Brand Identity:

Our goal was to refresh Yilmaz Medconsult’s image, giving it a modern yet unique edge. We focused on a monogram of the brand’s initials, crafted to be elegant but not boring. This modern approach is enhanced by the choice of teal and Egyptian blue, adding sophistication and a professional touch to the brand’s identity.

Keywords used by the client:

Blue.
Something to do with Ottoman empire,
Elegant but not boring.
Must be able to use as icon

After presenting the full brand identity the client went for Concept two within minutes of sending the brand Identity. You can find the full brand identity here --- > Yilmaz MedConsult Brand Identity (coming soon)

Targeted Advertising:

Launched digital ad campaigns focused on the individual services offered.Utilized Google Ads and meta ads to reach potential clients

User Profile:

Category	Details
Profile Name	Sarah Johnson
Age	38
Occupation	Marketing Manager
Location	Vancouver, British Columbia
Interests	Health and wellness, beauty trends, travel
Pain Points	High cost of cosmetic procedures in Canada. Concerns about the reliability of overseas surgery options. Seeking a service with accountability and safety assurances.
Digital Behaviour	Active on social media (Instagram, Facebook), searches for health/beauty content online, engages with travel and international healthcare content.
Motivations	Desire to improve appearance and confidence, need for a reliable and cost-effective cosmetic surgery solution.
Ad response trigger	Testimonials from Canadian clients, clear information on safety and credentials of Turkish healthcare, transparency about costs and process, assurance of accountability.
Ad Strategy Focus	Highlight Yilmaz Medconsult's Vancouver presence for accountability, emphasize cost-efficiency and quality of care in Turkey, use authentic client testimonials, address safety and reliability concerns, showcase comprehensive care packages.

Social Media Growth: Implemented an organic social media growth strategy focusing on platforms popular in Vancouver. Highlighted services, client testimonials, and the quality of care in Turkey.

Landing Page Optimization:

Developed four distinct landing pages, each targeting one of their most popular services out of their 28+ services so that we don't spread ourselves too thin and get desired results.

To optimize Yilmaz Medconsult’s landing pages for our google ads, we implemented a comprehensive approach focusing on their four most popular services. Here’s an enhanced description of the steps taken:

Targeted Service Focus: Concentrated content on dental implants, rhinoplasty, hair transplants, and tummy tuck/liposuction, ensuring detailed, service-specific information was readily available.
Clear Call-to-Action (CTA): Each landing page featured a prominent, unambiguous CTA, guiding visitors towards booking a consultation or learning more, thereby increasing conversion rates.
Showcasing Results: Integrated compelling before-and-after images to visually demonstrate the transformative outcomes of the procedures, enhancing credibility and setting realistic expectations.
Incorporating Testimonials: Strategically placed authentic testimonials from satisfied clients, particularly emphasizing experiences of Canadian clients, to build trust and relate to the target audience.
Highlighting Value Propositions: Clearly articulated why clients should choose Yilmaz Medconsult, including cost-effectiveness, quality of care in Turkey, and comprehensive service packages, to underline the unique benefits.
Chief Doctor’s Message: Included a personal message from the chief doctor, adding a human touch and reinforcing the expertise and reliability of Yilmaz Medconsult’s team.

After optimizing the landing page for google ads we did the following:

Keyword Optimization: Conducted thorough research to identify high-intent keywords specifically related to the four popular services: dental implants, rhinoplasty, hair transplants, and tummy tuck/liposuction in Turkey. This ensured that our ads targeted users actively seeking these specific procedures.
Ad Copy Refinement: Crafted compelling and relevant ad copy that resonated with the target audience’s needs and concerns. This included highlighting Yilmaz Medconsult’s unique selling points, such as their experienced team, comprehensive care packages, and success in cosmetic procedures.
A/B Testing: Continuously conducted A/B testing on various elements of the ads including headlines, descriptions, and call-to-actions, to determine which variations performed the best and optimize accordingly.

Challenges Encounter:

While our Google Ads were performing well, optimized to appear for high-intent searches, the transition to Meta Ads presented some unexpected challenges. Despite the initial enthusiasm, our efforts were met with two significant issues:

Unconverted Leads: We noticed an influx of leads from our Meta Ads, but many were not progressing to book appointments.
Appointment No-Shows: Among the leads that did book appointments, a substantial number failed to show up for their scheduled consultations.

The Solution:

In digital marketing, adaptability is key. Recognizing these challenges, we decided to pivot our strategy. Our solution involved shifting from the traditional Facebook lead ads, which were generating leads but not conversions, to a more interactive approach. We introduced a Facebook-to-WhatsApp direct message ad format.

This change aimed to foster more personal and immediate communication with potential clients, thereby enhancing engagement and increasing the likelihood of both booking appointments and actual attendance.

The strategic shift in our ad approach yielded remarkable results:

Increased Volume of Leads: We saw a significant uptick in the number of leads generated.
Higher Quality of Leads: The leads we received were more qualified, indicating a greater likelihood of conversion.
Dramatic Improvement in Response Rate: Our response rate soared to 80%, a substantial rise from the previous rate of 34%.

Key Learnings:

The Importance of A/B Testing: Throughout our campaigns, A/B testing proved to be an invaluable tool. By systematically testing different aspects of our ads, from the visuals and copy to the calls-to-action, we were able to identify what resonated best with our target audience. This approach not only optimized our ad performance but also provided deep insights into our audience’s preferences and behaviors.
Adaptability is Crucial: The digital marketing landscape is ever-changing, and flexibility is key to success. Our willingness to shift from Facebook lead ads to a direct message approach on WhatsApp was a pivotal decision that addressed the issue of unconverted leads and no-shows effectively.
Data-Driven Decision Making: Our strategies were always backed by data. The shift in our approach was a result of careful analysis of campaign metrics, which highlighted areas of improvement. This reliance on data ensured that our decisions were targeted and effective.
Customer-Centric Approach: Ultimately, our efforts were guided by a focus on the customer experience. Understanding and addressing the needs and concerns of our potential clients was paramount in our strategy development and execution