Many of you read our case study earlier this year on our 12-month review of a Botox inbound marketing campaign for one of our clients. The results of our campaign were 412 Botox coupon completions on the website. Now in order to complete a Botox coupon on this particular site users had to provide:
- A valid email address
- First name and Last name
- Date of birth
- Phone number
We have found that after completing a coupon it can take up to 2 months for patients to schedule an appointment and come through the doors; however, some patients have completed a coupon and walked through the doors within 24 hours.
Building on our success from last year we looked at some new traffic sources through local search. We also made some conversion oriented improvements to the coupon. Our average coupon completions per month last year was just over 34. Since we implemented these new ideas this year we have had 30 day stats of:
January 2011: 41 Botox coupons completed
February 2011: 57 Botox coupons completed!
If the February numbers hold up throughout the year, we would end 2011 with 684 coupon completions for the year. That is 684 names, emails, and phone numbers of prospective new patients in the area. Most of which find their way through the doors within 60 days as paying customers.
So what is the value in all this? The Botox coupon on this site is one of 8 possible conversions that we measure. The value of a qualified lead name, email and phone number varies greatly from clinic to clinic and service to service. For this site and for fun we placed a value of $100 per conversion to help us define a monetary value from what is happening with site traffic and conversions. I believe our $100 average is on the low side since a Botox patient needs to purchase 200 units in this case to receive the full value of the coupon. So each Botox patient that walks through the door is likely to spend $2,000 unless for some reason they decide to never come back.
Below is a graph showing the 30 day values from the 8 goals on the site:
The best part in all of this is that we don’t believe we have maxed out the traffic potential for these campaigns yet. As with any clinic they wanted to start with a reasonably sized campaign and build off the results — which is a great approach because it does take time to build site authority and an engaged user base.
If you’d like to know more about what goes into a campaign like this, feel free to contact us and we would be happy to see if similar results are possible for your practice.