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Customer
Civetta Villas, an elite estate located in Phuket
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Commencement of work
Not only does a competent digital strategy allow carefully arranging the work process, but also helps avoid many errors at each work stage. During the stage of its formation, we analyzed all aspects of the customer's business, made the profile of the target audience and defined the main communication channels.
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Analysis and description
While developing the digital strategy the decision was made to focus on the following target audience:
- Age – 35+.
- Lifecycle – a couple wiht higher education, with or without children.
- Reference background – they have already bought at least one house and are thinking to buying 2 or 3.
- Purchaser aim is to live in a house for a month or half a year and/or to consider it as their investment with further letting on lease.
Judging by the audience profile, the main factors of this audience primarily pay attention when choosing a residential property have been formulated:
- An extensive semantic core was assembled, including a group of broad clues which are qualitatively devoid of retrieval requests.
- Advertising campaigns divided according to site and target types (key phrases, interests, remarketing lists and a lot more) were developed.
- Advertising campaigns in Google Adwords divided according to the site type, geo- reference and competitors were developed. Also, retargeting and impressions were set up according to audience segments.
- A/B testing of all advertisements was made to reveal the most efficient ones. All of them were updated and added with shortcuts, mobile adverts and etc.
- End-to-end analytics was set up.
Judging by the audience profile, the main factors of this audience primarily pay attention when choosing a residential property have been formulated:
- An extensive semantic core was assembled, including a group of broad clues which are qualitatively devoid of retrieval requests.
- Advertising campaigns divided according to site and target types (key phrases, interests, remarketing lists and a lot more) were developed.
- Advertising campaigns in Google Adwords divided according to the site type, geo- reference and competitors were developed. Also, retargeting and impressions were set up according to audience segments.
- A/B testing of all advertisements was made to reveal the most efficient ones. All of them were updated and added with shortcuts, mobile adverts and etc.
- End-to-end analytics was set up.
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Content strategy
Our comprehensive approach to developing Bumrungrad International Hospital's social media content strategy began with a detailed analysis of competitors in the global healthcare sector. We scrutinized the social media presence of international medical institutions, identifying their strengths and weaknesses, particularly those catering to the Middle East and Far East markets. This analysis was crucial in understanding the landscape and positioning Bumrungrad Hospital distinctively.
Our positioning strategies were carefully formulated to consistently convey the hospital's key messages to the audience. We focused on two main strategies:
- Brand Positioning: This strategy was centered around increasing the audience's familiarity with Bumrungrad Hospital. We highlighted the hospital's wide range of services, its state-of-the-art facilities, and competitive advantages through engaging social media posts. This approach was designed to establish Bumrungrad as a leading healthcare provider in the minds of potential patients.
- Benefit Positioning: In this strategy, we emphasized the unique advantages of seeking treatment at Bumrungrad Hospital. Beyond showcasing cost-effective solutions, we also highlighted emotional appeals and the exceptional quality of care provided. This strategy was aimed at creating a compelling narrative around the benefits of choosing Bumrungrad for medical needs.
Content categorization played a vital role in our strategy, allowing for systematic organization and targeted delivery of our messages. The primary content categories included:
- The service provides a distributor with the module depicting reports that can be uploaded.
- Report list:
- Basic information about Bumrungrad Hospital;
- Detailed insights into the services provided;
- Highlighting the advantages of choosing Bumrungrad Hospital;
- Sharing news and updates;
- storytelling and informational posts.
Through this strategic approach to content creation and categorization, we ensured that every piece of content served a specific purpose, targeting different levels of audience demand and engagement. The result was a highly effective content plan, tailored to resonate across varied social media platforms and with diverse audience segments, reinforcing Bumrungrad International Hospital's position as a top destination for medical tourism.
SEO
Before starting work on SEO just like with PPC, the market analytics was carried out, competitors and growth points were identified. After that the following was performed:
- Semantics divided into geo-dependent and geo-independent queries was collected and clustered;
- The system of visibility analytics in search engines was set up;
- The algorithm to generate meta tags was developed and implemented;
- More than 20 SEO texts were written and posted;
- Micro-markup was implemented;
- The system of page interlinking was developed and implemented;
- All content duplicates were found and removed, with HTML code optimized.
Within the working process the regular analytics of all intermediate results was carried out to reveal and remove any errors which can directly or indirectly (through deteriorating behavior characteristics) produce any negative effect on positions.
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Results
100%Houses sold+320%Organic search traffic+4000The number of participants in the Facebook community32Average monthly number of PPC leads85Monthly average number of leads from all channels