Introduction
Samved E-Care provides outsourcing services for hospitals to streamline and speed up the mediclaim processing workflow. It is one of only four companies in India offering such specialized services to healthcare providers.
Business Goal:
The primary business goal was to increase brand visibility and generate potential customers (hospitals and doctors) for their mediclaim processing services.
Challenges Faced:
- Higher Lead Cost in the 1st Month: The initial CPL was higher than expected, which required adjustments.
- Solution:
- We changed the audience and location targeting in the 2nd month, focusing on key cities.
- This led to a 50% reduction in CPL and a 120% increase in lead quantity while maintaining the quality of leads.
Lead Generation:
When we first started the campaign, we implemented a 3-layered funnel strategy:
- Awareness: Introduced Samved’s services using a founder’s video to explain what Samved does and how it helps hospitals.
- Lead Generation: Focused on driving leads with targeted campaigns and the founder’s video.
- Re-targeting: Re-engaged users who showed initial interest in Samved’s services.
The founder’s video was used throughout the funnel to build trust, raise awareness, and drive conversions.
Target Audience
Primary Audience: Hospitals, hospital management, and doctors who require outsourcing services for mediclaim processing.
Location-Based Targeting:
- Ad Set 1: Targeted cities in Gujarat.
- Ad Set 2: Focused on larger cities with better potential for lead generation.
Campaign Data:
Last Month’s Data:
- Total Leads: 20
- Conversions: 2
Start-to-End Data (Full Campaign):
- Total Leads Generated: 30
- Total Conversions: 3
Lead Cost:
- 1st Month Average Lead Cost: ₹400-500/lead (initially high)
- 2nd Month Lead Cost: ₹200-250/lead (50% reduction in CPL)
- Lead Quantity Increase: 120% increase in lead quantity in the 2nd month.
Target Audience
- Primary Audience: Hospitals, hospital management, and doctors who require outsourcing services for mediclaim processing.
- Location-Based Targeting:
- Ad Set 1: Targeted cities in Gujarat.
- Ad Set 2: Focused on larger cities with better potential for lead generation.
Visual representation of the ROAS and Lead Quantity improvement, highlighting the campaign’s effectiveness.
A snapshot of location-based targeting, comparing the performance of Ad Set 1 and Ad Set 2, showing a 50% reduction in CPL and 120% increase in leads.
- 50X ROAS (Return on Ad Spend) in just 3 months.
- Lead Quantity Improved by 120% while reducing the CPL by 50%.
- Conversions: 3 conversions out of 30 leads (10% conversion rate).
Conclusion
The campaign for Samved E-Care Pvt. Ltd. achieved remarkable results by focusing on targeted audience segmentation, effective video creatives, and location-based adjustments. Despite initial challenges with higher lead costs, the campaign quickly adapted by shifting to the right audience and reducing the Cost Per Lead (CPL) by 50% while increasing lead quantity by 120%. The 50X ROAS and successful conversions demonstrate the power of optimizing digital marketing campaigns through continuous testing, re-targeting, and adapting strategies.
This campaign serves as a prime example of how data-driven marketing and creative assets can be leveraged to drive business growth and generate high-quality leads, even in a specialized B2B sector like healthcare outsourcing.