Yilmaz Medconsult Digital Marketing and Rebranding

CASE STUDY

Yilmaz Medconsult

DIGITAL MARKETING + BRAND DESIGN

Results

Facebook Ads	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

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

Strategy & Implementation:

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

Challenges Encountered:

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%.

Rebranding + Positioning

Brand Mission:
Provide transparent, accountable, high-quality cosmetic surgery consultations, connecting Canadian clients with top-tier medical care in Turkey.

Brand Positioning:
Yilmaz Medconsult stands as a trustworthy and expert gateway to premier cosmetic surgery experiences abroad.

Brand Traits:
Professional, reliable, empathetic, transparent.

Brand Values:
Dedicated to patient care, service excellence, and integrity in consultations.

Brand Personality:
Approachable, authoritative, caring, informative.

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

Refreshed Brand Identity:
We presented two brand idenity concept and the client moved forward with concep two. We modernized Yilmaz Medconsult’s image with a sleek monogram of the brand’s initials, using a palette of teal and Egyptian blue to add sophistication and professionalism to its identity.

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

CASE STUDY