SOCIAL MEDIA MARKETING
PAID ADS
Wang Vision Institute
Industry: Medical Field
Company Size: 20-30 Employees
Use Case: Paid Social Media Advertising + Marketing Follow Up Program
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CASE OVERVIEW
The Challenge:
Dr. Ming Wang has an incredible story of escaping the Chinese Cultural Revolution and fleeing to America to become a world-renowned eye surgeon, but he was needing help driving people to his in-person vision seminars. Dr. Wang would speak on his personal story of escaping China and his experience leading up to becoming an eye surgeon. At the seminars, potential patients would sign up for a free vision consultation with the Wang Vision doctors to be checked for LASIK. These seminars brought in a lot of his business, but the challenge was getting people to arrive at the seminar to learn more about their surgeon and why Dr. Ming Wang was the best choice for their eye surgery.
Dr. Wang would advertise the vision seminars through Facebook ads that targeted potential patients. On average, 20-30 people would attend each seminar, but that was not enough to sustain business.
FACING THE CHALLENGE
Using Digital Media
By creating digital content that was creative and resonated with the audience, Alana was able to drive more people to the vision seminars. She ran two to three FB ads at the same time three weeks prior to the vision seminar. Then conducted A/B testing to see which ads were driving more traffic to the vision seminars.
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Once people signed up for the seminars, they were placed into a marketing follow up program that Alana created to push people to the live events. Animation and interpersonal communication were used to drive the potential patients into the consideration phase of the marketing funnel, increasing attendance by 15%.
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When the pandemic hit, a new way to hold the vision seminars via Zoom webinars was discovered. The webinars increased the number of seminars that were held by 50% in one month. Over the course of six weeks, over 50 vision webinars were conducted and the webinars doubled in attendance.
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This Was Done Using:
Phone Calls
Email Marketing
SMS Marketing
Paid Ads
The Results:
Wang Vision Institute hit their goal of 150 eye surgeries a month for 10 months in a row. First time ever at the company to perform surgery on 1,500 eyes in 10 months. The vision webinars were so successful that the average attendance doubled from 30 to 60 people.