Transforming healthcare: Novo hospital’s journey to lead generation and brand excellence

Background

Novo Hospital, a leading healthcare institution, specializes in innovative treatments such as stem cell therapy and cancer immunotherapy. Targeting High Net Worth Individuals (HNIs) in the Caribbean, Novo aims to deliver premium healthcare services to affluent clientele in the region.

Objective

  • Increase Leads and Qualified Leads: Implement strategies focused on expanding Novo’s lead generation efforts, aiming to capture a larger pool of potential patients while maintaining a high standard of lead qualification to ensure relevance and quality.

  • Boost Brand Awareness: Develop and execute targeted brand awareness initiatives designed to elevate Novo’s visibility and recognition within the Caribbean healthcare landscape, leveraging innovative marketing tactics and compelling messaging to resonate with the target audience and establish Novo as a trusted leader in advanced healthcare solutions.

Challenges

  • Policy Issues in Advertising: Novo encountered challenges in navigating healthcare sector policies while running ads, leading to potential limitations and compliance issues.

  • Location Restrictions: Geographic limitations posed hurdles in reaching specific target audiences within the Caribbean region, affecting the effectiveness of targeted campaigns.

  • Consideration Campaign for Instant Form Leads: Implementing consideration campaigns aimed at generating instant form leads posed challenges in capturing qualified leads efficiently.

  • High CPL and Lead Flow Challenges: Faced obstacles in managing high Cost Per Lead (CPL) and struggled with maintaining a consistent flow of leads, impacting the overall marketing effectiveness.

  • Facebook Page Limitations: Restrictions or limitations on Novo’s Facebook page potentially hampered ad performance and engagement metrics, limiting reach and visibility.

How Skovian helped?

  • Ad Content and Creatives Compliance: We ensured that Novo’s ad content and creatives adhered to advertising policies, facilitating smooth campaign operations while maintaining compliance standards.

  • Transition to Message Campaigns: Instead of Instant Forms, we recommended Message campaigns, encouraging users to engage directly with the hospital, share personal concerns, and book appointments, resulting in improved lead generation outcomes.

  • Curated Message Templates: We developed curated message templates that enabled users to inquire about treatments and schedule appointments seamlessly, enhancing user experience and conversion rates.

  • Integration of Auto Chat Bot Templates: Implemented auto chat bot templates within message campaigns, enabling automatic qualification or disqualification of leads, streamlining the lead management process for Novo.

  • Precise Targeting Strategies: Employed precise targeting strategies to enhance brand’s reach and engagement with a relevant audience, optimizing campaign performance and maximizing ROI for the hospital.

Impact numbers

  • 150% Growth Improvement in Lead Flow
  • 33% Reduction in CPL

Final line

Skovian’s partnership with Novo Hospital has been instrumental in achieving its targets of lead generation, qualification, and brand awareness. Through strategic marketing initiatives and innovative approaches, Skovian has empowered Novo to expand its reach and solidify its position as a premier healthcare provider in the Caribbean. Together, they continue to set new standards of excellence in patient care and healthcare innovation.