Advertising tied to real-time appointment availability doubled revenue for a clinic serving working people | Healthcare DX Inc.

■ Company profile
Healthcare DX Inc.
Website: https://healthcare-dx.co.jp/　(Parent company: Mental Health Technologies Inc.)
Industry: Medical and clinic operations support (mental health)
Employees: 87 consolidated at the parent company (as of end of December 2023)
Services: Web advertising management support / UI and UX improvement proposals

Healthcare DX Inc. (founded in 2022, Minato-ku, Tokyo) was established as a wholly owned subsidiary of the listed company Mental Health Technologies Inc.
Under the concept of “a mental health clinic for working people”, it produces every aspect of clinic operations – patient acquisition (marketing), general affairs, accounting and recruitment – so that doctors can concentrate 100% on seeing patients.
Working together with its parent company’s “Sangyoui Cloud” occupational physician service, its mission is to prevent and support mental health breakdowns among working people.

The initial challenge: CPA soaring as competition intensified, and the limits of existing initiatives

When the clinic first opened, it commissioned an outside agency for competitor research, website production and advertising management, and achieved a certain level of results.
However, as competitors multiplied rapidly in the fiercely contested Shibuya area, CPA (cost per acquisition) began to soar, and it was becoming clear that the existing approach had reached its limit, with no further improvement in sight.
Precisely because Mr Matsumoto, the company’s president, is well versed in marketing himself, he needed a more precise and deeper strategy.

Our support: advertising run in “real-time sync” with the appointment book

NowVillage began by gaining a deep understanding of the existing campaign design.
The three main initiatives we carried out were as follows.

1. A “convincing” redesign and keyword selection that respected the existing design

Building on the strengths of the work and design to date, we proposed a precise campaign redesign from a more specialist perspective.
Specifically:

・Keyword review that captures “intent”
Rather than simply targeting words with high search volume, we carefully selected keywords directly tied to the worries and urgency of the target audience, based on the concept of “a mental health clinic for working people”. We kept the keywords that had been performing in the existing campaigns while thoroughly excluding terms that attracted wasted clicks.

・Campaign structure that gets inside “the target’s state of mind”
For example, by matching keywords, ad copy and landing pages (LPs) consistently to users’ states of mind such as “I can’t sleep” or “I don’t want to go to work”, we raised the ads’ quality scores and kept cost per click down.

2. Real-time tuning to match appointment availability

We arranged for the clinic to share its “appointment management screen” with us in real time, and ran the advertising accordingly.
Rather than following only the numbers in the ad platform, we ran a precise operation that controlled the intensity of investment according to how actual appointment slots were filling up (“which time slots are open right now”), strengthening delivery for times with many open slots and, conversely, holding back ad spend for slots that were already booked.

3. UI and UX improvement (LPO)

Without limiting ourselves to advertising, we proposed and implemented site improvements so that users could reach a booking without friction.
We mainly improved UI and UX by simplifying the booking path and optimising forms, working in parallel to raise the site’s conversion rate.

Results: revenue doubled in 18 months, with highly efficient operation that wins in a fiercely contested area

About 18 months after our support began, the combined effect of optimising advertising and improving the site produced the following results.

・Revenue growth
Revenue doubled compared with when our support began

・Highly efficient CPA maintained
Stable patient acquisition at a low CPA, despite an area with many competitors

・Optimised investment
By linking spend to appointment availability, an investment structure that avoids “wasted ad spend” was established

A comment from Mr Matsumoto, President and CEO of Healthcare DX Inc.

Mr Matsumoto, President and CEO, gave us the following comment on our support.

“Even from my perspective, having worked in marketing for a long time, NowVillage’s proposals were very convincing.
What particularly surprised me was their offer to adjust the ads while watching our appointment management screen in real time. It made me realise they were acting not as a typical ‘ad agency’ but as an ‘operating partner’ working to make our business succeed.

Revenue is now double what it was then, and they are controlling CPA very skilfully. I place great value on this hands-on support, where we can consult them straight away whenever anything comes up.
I hope we can continue to work together to deliver high-quality medical care to working people.”

The partner that supported the growth: NowVillage Inc.

NowVillage Inc. is a marketing partner that provides end-to-end support, from designing marketing strategy through executing initiatives to analysing the numbers and making improvements.

In addition to advertising management, our strength is support across the digital field, including SEO, creative production, data analysis and CRM/MA/SFA implementation, and we excel at proposals and support tailored to each company’s challenges.

As with Healthcare DX, for companies that feel

“We’ve already tried every marketing initiative there is”
“We want to break through the ceiling of our current marketing”
“Our relationship with our existing partner has gone stale”

we can provide hands-on support from strategy through to day-to-day operation.
If you feel your company has challenges with its marketing set-up or customer acquisition, please feel free to get in touch.

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