The Opportunity
Partnered Health, established in 2013, is made up of several healthcare businesses that have been delivering health services to over five million people for more than 25 years.
The organisation’s clinic network includes dedicated skin cancer clinics, Molescan.
Partnered Health sought to raise the profile of its Molescan skin cancer clinics in Western Australia and increase the uptake of skin cancer checks.
Our Approach
Following a review of Molescan’s existing strategy and website traffic, we recommended a multi-channel approach to digital advertising — including Google Search and Google Display campaigns.
We were confident that the combination of these tools would result in the message being recognised, remembered, and eventually actioned — resulting in a booking being made at a Molescan clinic.
With ten separate Molescan clinics in close proximity to one another in WA, we wanted to avoid creating individual campaigns or ad sets for each clinic. These campaigns/ad sets would have had very similar audiences and therefore could have unnecessarily and significantly increased overall ad spend.
To overcome this, we created a landing page with buttons that led to each individual clinic website; providing a smooth process for the user and allowing us to confidently measure conversions.
As part of the campaign we:
- designed new assets for Molescan
- conducted extensive keyword research
- set up a three-month Google Search campaign to reach those searching for skin cancer checks in their area
- used straightforward language and high-volume keywords to convey the expertise and trust of the Molescan brand.
- used positive lifestyle imagery and simple messaging in our Google Display ads — ‘Early skin cancer detection saves lives’.
Communikate et al has also supported Molescan through the creation of a range of collateral.
The Outcome
The overall purpose of the campaign was to achieve click throughs to the individual clinic websites via the landing page. The conversion figure represents the number of people that have clicked the ad, reached the landing page, and clicked one of the buttons to lead to a specific Molescan clinic website.
As we monitored and optimised the campaign over the three-month period, we were delighted with the results. The Molescan campaign has moved from strength to strength, with the initial three-month campaign being extended by another six months due to its success.
The first three months saw the number of conversions roughly quadruple from 373 to 1,249. In early 2024, we’ve generated an average of 1,940 conversions per month.
The conversion rate of the Google Search campaign also experienced a large increase, from 45% in July 2023 to 58-60% in early 2024.
Our digital advertising campaign greatly contributed to positioning Molescan as the trusted name in skin cancer and has successfully driven new appointments throughout Molescan’s WA clinics.
