Social Media Marketing Case Study – IVF Clinic

Our client informed us in October about an event that they were organizing in the medical sphere. We were working with one of the top Infertility Clinics in India. They were organizing an Infertility and Gynecology conference in Nagpur. As a Social Media Marketing Agency in Pune, we relish such opportunities to showcase our skills to a wider audience. It was upto us to ensure that there is enough noise about the conference and get as many people interested as we could.

Objective Of The Social Media Campaign:

The objective of this year’s conference was to elucidate the participants on the various topics related to Infertility and Gynecology. Our objective was to try and get as many participants to the conference as we could with the use of Social Media Marketing. As a social media marketing company in Pune, we love doing such work. We needed to showcase the event as one of the highlights of Gynecological and Infertility related programs that was happening this year. Another objective was to showcase the talent that was lined up for the conference which was really exceptional. One of the biggest draws of the conference was the international faculty that was going to be present. We would be really putting our social media marketing services to the test.

Challenges in Social Media Marketing:

The audience for a medical conference is very limited. Only doctors in the field of Gynecology would be interested in this event. To top it off, there was another major infertility conference that was scheduled on the same days as our event. One other challenge was that the organizers wanted to see a lot of international guests registering for their conference. So our targeting would have to be really laser sharp. We also had very little freedom in the creative aspect since much of the designs being suggested by the organizing team themselves.

Social Media Marketing Plan For The Conference:

The plan was to use the three Social Media Platforms on which our client had the most command. Facebook was our primary mode of posting, which was supported by activity on LinkedIn and Twitter. There was even a Google Post published which highlighted the salient features of the seminar making it more attractive to the target audience.

Execution Of Social Media Marketing Strategy:

Facebook: We found several relevant groups on Facebook, both National and International to which we could post. The posting schedule was daily, with a new creative and new content every day. This was to keep the workshop top of mind for the intended audience. The content was split between the advantages of attending the event and the national and international faculty that were going to be speaking at the conference.

LinkedIn: Another platform that we used for regular posting. On LinkedIn, the main agenda was to try and send a personalized message to each and every doctor who was part of the organizing chairperson’s connections. We believed a personalized approach was a better form of getting through to the recipients and we would hence receive a better response from them.

There was also FB Ad that ran for 1 week. A total of about Rs 2000 was spent on the entire social media marketing campaigns. The results were remarkable.

Conclusion:

Organically the social media marketing was a success in itself. The event that was created reached a combined total of 11,000 people. This was not a paid activity. This was a totally organic reach. From the event created we received responses of only about 250 people which was to be expected. Since this event was not targeted to any particular group the response rate was going to be low and we knew that and were prepared for it. Those that did respond though were very enthusiastic about attending the conference.

The Demographic breakdown also shows something interesting. Medical students, as well as retired doctors, were not only made aware of the event but were interested in coming.

Each post on the page had a reach of which averaged out at 2000 views per post. The highest post view was 7.7 thousand for a single post.

This is a snapshot of one event campaign that was created. The second campaign had a reach of over 6 thousand and it had 180 responses. Two separate events were created to cater to the national and international audience.

The limit for the conference was for 500 people. 493 people signed up for the event and the social media activity accounted for more than half of those attendees. Overall the Conference was a huge success with the client even appreciating our efforts in her closing remarks.

Digital Skills is a premier Digital Marketing Agency in Pune. We handle clients not only from different Industries but different locations as well. Our expertise lies in being able to think about marketing strategies that are so unique and offbeat that sometimes the clients are surprised they work. But we know what we’re doing.  If you would like to partner with Digital Skills to help grow your business please let us know.

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