Launching a Campaign: Building on Experience

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We knew that the laboratory's patients could sign up for tests in three ways: on the website, through the call center, or in one of the offices. Promotion is carried out through several channels: social networks, contextual and targeted advertising. This means that clients can come directly to the office without filling out a form on the website.

To properly evaluate the effectiveness of the advertising campaign, we took facebook data into account impressions and clicks. But the main metric for us was the cost of a lead from the site. These were calls and completed forms.Add images and tables. Visual information is easier for users to perceive and attracts more attention on the search results page.


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The team of targetologists took the health theme in the myTarget advertising platform as a basis - it was within it that the details were displayed by interest categories. They were also initially the most obvious for visitors to the laboratory's website. They launched the advertising on them.