7even Clinic is a private medical clinic located in Reggio Emilia. It is a place where it is possible to take care of one's body, one's mind and, subsequently, one's physical and psychological health.
Case History
7even Clinic is a private medical clinic that makes use of the work of professionals. It offers all-round assistance to its patients, with numerous customizable treatments for face and body.
Needs
The client had the need to attract new customers, using the web to make itself known. For this reason it needed to improve its image by working on various channels.
Solutions
We created a new logo and a new website, also taking care of the Facebook and Instagram pages. We have worked to align communication on all these channels, also implementing the use of newsletters.
Results
7even Clinic has aligned its online and offline image, being found on the web and on social networks by new customers and, therefore, improving its business.
The needs: how to attract customers
7even Clinic turned to Ekeria, a Digital Agency, as it wanted to implement its online presence. In particular, the basic question that the owner of the clinic asked himself was how to attract clients to his own reality.
The main objectives that the customer presented to us were the following:
Attracting new customers, reaching new market segments.
Increase turnover.
Improve online image, making it easier to distinguish and more recognizable for your customers.
Take full advantage of social media.
Improve and increase communication with your customers.
Before implementing our strategy, we carried out an in-depth analysis of the target, by studying their needs, tastes, and characteristics. Our study showed that the clinic's main clients are women over the age of 25. In addition to the female audience, however, there is also a good portion of male users.
We also created effective communication in line with the brand identity of 7even Clinic.
The path taken for 7even Clinic
The need to implement an inbound marketing strategy immediately became clear. We have taken detailed steps to improve the image by creating a logo that best reflects 7even Clinic, create a website, improve communication with a social media marketing and email marketing strategy.
Creating the Logo
To improve the company's image, we first created a new logo that best reflected the brand identity and was easily memorable for customers.
The analysis phase of the competitors' logos was fundamental as it allowed us to understand the main trends.
The logo we have proposed is characterized by a circle with dots of different sizes, which represent circularity and balance. The color chosen for the points was green. This shade is in fact associated with the medical field and refers to concepts such as well-being and health. As for the font, it was decided to choose an elegant font, with soft and gentle lines. In this case the chosen color was black, to make it clearly visible and legible.
How to attract customers: creating a new website
The creation of a new site is a necessary activity to increase one's notoriety online, and consequently increase the number of customers. For the creation of the new 7even Clinic website we used WordPress, a platform that allows the creation and distribution of websites.
WordPress is characterized by ease of use, by the possibility of inserting images, photos, and videos and because it allows you to constantly update the pages and sections in a dynamic way.
The new logo and a drop-down menu made up of numerous sections have been added to the site's home page, each dedicated to a specific treatment that 7even Clinic offers.
In addition to these, the "Staff" section has been added, where the clinical team is presented, made up of medical professionals, the commercial director and the health director, the safety manager and the marketing and customer service manager.
After the "Staff" section, there are the "Gallery" sections, with photos of before and after treatments, "7even Clinic Stories", with videos in which patients talk about their experience, "News", with blog articles, and finally "Contacts", with useful information for communicating with the clinic.
Blog and SEO
We decided to create a company blog, so the site would be constantly updated where articles relating to the medical-aesthetic treatments that can be performed at the clinic are periodically published.
The articles highlight the benefits of the treatments and aim to provide useful information to interested users. All articles are written from the perspective of SEO so that they rank higher on the main search engines.
Before proceeding with the drafting of the articles, a survey was conducted to understand what were the main searches made by online users. The keywords were carefully analyzed using specific research tools on the web, including Semrush. Furthermore, the topics are pre-approved with the clinic managers and are then published monthly.
The contents on the site are elaborated so that they are clear and simple for the target audience. The treatments offered through the clinic are very specific, therefore the articles are easy to read and easily understood even by the less experienced.
The inclusion of bullet points and boldface have been used to make specific words stand out.
The social media marketing strategy
"How to attract customers?" The answer is by planning a social media marketing strategy.
Social media is a communication tool and therefore should always be included in your strategy. In fact, through social networks it is possible to reach new targets, promote one's products and services and increase the level of awareness.
These tools are also useful for increasing traffic on the website.
The social networks we managed were Instagramand Facebook. For example, Instagram, which bases communication on images, is particularly useful for an aesthetic medical center, especially for sharing before and after photos of treatments.
On both social channels we have taken steps to insert the company logo as a profile picture, so that users can recognize the clinic immediately.
The social contents have been created based on the interests of the target and the characteristics that differentiate the various channels. Each piece of content features the company logo and colors, to be easily distinguishable. In addition, the posts are scheduled from month to month, to ensure a constant publication of content.
In addition to static photos, we have planned the publication of video reels, especially on Instagram, to further grab the attention of potential patients.
Finally, we have planned sponsored campaigns on social media to reach an even wider target.
Email Marketing
To keep communication with customers alive and inform them of new treatments or promotions, we have developed an e-mail marketing strategy using HubSpot, a CRM software that allows the integrated management of various marketing activities.
Also, for the creation of e-mails we stayed true to the brand identity by using specific colors and inserting the new logo.
The e-mails contain a brief, easy-to-understand text that presents the benefits offered by a particular treatment or promotions that the clinic has planned for that specific month.
The answer to "how to attract customers?", is certainly HubSpot, as this platform allows you to reach your ideal customers through the various services offered.
The result
Through the inbound marketing strategy that we have implemented, we have managed to meet the needs of our client.
7even Clinic's business has improved: the number of clients has increased thanks to the social media marketing strategy adopted, along with the new website and blog articles.
The contents developed from an SEO perspective have made it possible to improve online positioning and to be more visible to new users.
Communication has also improved, thanks to the new contents developed taking into account the target, and to the mail marketing strategy.
Thanks to our efforts we were therefore able to satisfy the fundamental question of 7even Clinic, or how to attract customers.
Ekeria, an agency specialized in inbound marketing, is by your side to help you attract new customers. Contact us for a free consultation!
