The Opportunity
Sydney Breast Clinic is a specialist imaging and diagnostic service in the heart of Sydney’s CBD. With greater Sydney under strict COVID restrictions for extended periods of time, many women were unsure if they could still get breast scans, or were hesitant to make appointments. Preventative scans for those without symptoms at Breast Screen NSW had been suspended, and bookings at Sydney Breast Clinic (SBC) were low.
Our Approach
To increase awareness that Sydney Breast Clinic was still seeing patients with symptoms, we developed a strategic social media campaign to coincide with Breast Cancer Awareness Month in October, centered upon four messaging pillars:
- Breast cancer doesn’t care about you, lockdown or a busy life – if you have symptoms or are concerned, act now
- Early detection saves lives
- SBC is open for appointments, all you need is a referral from your GP
- Peace of mind with same day results
Our social media strategy focused on organic content as well as paid advertising on Facebook and Instagram, and was very successful in driving traffic to the SBC website for bookings and enquiries.
The Outcome
- 22.7% Increased total web traffic to the site*
- 5.6% more Facebook followers at conclusion of campaign
- 10,841% Increase in level of engagement on SBC’s Facebook page from 199 engagements to 21,773 engagements*^
* during the campaign period (6 October to 30 November), compared to the same period prior to the campaign (11 August – 5 October) ^ Engagements include reactions, comments, shares, clicks to view photos in full screen, and clicks on the page name to see the page.
Organic content focused on education, sharing information from cancer resources on early detection, family history, treatment and facts about breast cancer. All organic content was boosted, which is the main reason for the tremendous increase in engagement that organic reach alone couldn’t have achieved.
The paid advertisements were aimed at two very different target audiences: potential clients of the clinic, and the GPs who would be referring patients.
We developed custom landing pages for both target audiences, for the ads to drive traffic to. These pages were optimised to achieve specific outcomes based on the audience, such as booking an appointment, downloading an information pack and requesting a call back from the clinic. The campaign secured 114 conversions, including:
- 38 potential clients made an appointment
- 13 potential clients called SBC for more information, potentially making appointments later on
- 40 GPs downloaded the information pack
- 10 GPs made calls to SBC from the landing page
- 10 GPs requested a call back from SBC to understand the services better
- 3 GPs booked appointments for their patients
As a result, SBC saw a significant increase in appointments, booking out for weeks in advance, and were able to open the clinic on more days during the week.
