Case Study
Detroit Medical Center
CASE STUDY
Detroit Medical Center
CLIENT
Business Case
Detroit Medical Center has identified a problem of having such a high cost per booked medical weight loss procedure by means of lap band, gastric sleeve and invasive gastric bypass surgery. Their acquisition cost averaged $2,200 and lacked the volume and manpower to manage the qualification and onboarding process.
CHALLENGES
- To partner with an agency that will take ownership of all digital media efforts.
- To develop a working model that can be scaled.
- To increase profit margins
- To increase ROAS
Outline
Problem
CPA, limited area of coverage, lack of data, too many parties involved, lacking organic presence
Results
Integrity of data improved, shortening of trend cycle adjustment, CPA lowered, increase area of coverage, control of ad spend
Problem
CPA, limited area of coverage, lack of data, too many parties involved, lacking organic presence
Solution
Redesign of website, PPC, SEO, sales funnel, 3rd party apps, promote seminars, client involvement
Solution
Redesign of website, PPC, SEO, sales funnel, 3rd party apps, promote seminars, client involvement
Conclusion
The reduction of CPA from $2,200 to $180 per $12,800 booked procedure, automation, real-time data trends
Results
Integrity of data improved, shortening of trend cycle adjustment, CPA lowered, increase area of coverage, control of ad spend
Conclusion
The reduction of CPA from $2,200 to $180 per $12,800 booked procedure, automation, real-time data trends
PROBLEM
The CPA per booked session ran a booked rate of $2,200 per procedure. Not having the ability to engage with their audience on the corporate page provided a very high bounce rate of 96% as a result of a very high friction UX. The content tended to be very broad and had a corporate ring to it.
Convincing candidates and patient family members to take the next step proved to be a challenge as the message was not catering to the avatar and lacked call-to-action.
Not having a clear path with a predefined outcome that could be tracked made it difficult to improve the overall UX.
Old DMC Site Design
$2,200
CPA per booked session
New DMC Site Design
Solution
The corporate site was not positioned to cater to its target audience. Our recommendation was to develop a separate website enriched with content aligned with their audience with the ability register to attend a seminar, download an app, request a consultation via web form.
Crafting an SEO, Google Adwords, retargeting and call tracking campaign with a sales funnel coupled by an automated series of email sequences were recommended.
Results
Cost Per Acquisition Before Aqaba
$2,200
per $12,800 procedure
CPA 18x reduction
Cost Per Acquisition With Aqaba
$180
per $12,800 procedure
DMC was seeking assistance with an effective method of reducing their cost per acquisition along with increasing new leads for their medical weight loss business unit.
Aqaba delivered by reducing their CPA x 18 times the prior cost of $2200 of a booked $12,800 procedure. That lead to increasing their area of coverage by expanding into Canada, Ohio, Illinois and it’s footprint within the Michigan, increasing their market share.
