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I wrote this article to once again demonstrate the effectiveness of SEO as a promotion channel in one of the most complex and regulated niches - medical. Here it is especially important to avoid sanctions from search engines, such as the “Proxima” and “YMYL” filters, and also not to get into trouble with violations of government standards in the field of pricing.
At the beginning of the year, I took over the website of a Moscow clinic, specializing in providing highly qualified medical care primarily in inpatient settings.
I started working on the project as a co-executor under a contract under 223-FZ within the framework of SEO. The main contractor was a large marketing agent.
Patients attracted through marketing are not regular clients of the clinic; their initial appointment and diagnosis are paid for. This is the first source of additional income for the clinic.
The main source of income is high-tech medical care. Many attracted patients ultimately receive high-tech medical care, which generates significant income and contributes to the formation of an incentive fund for doctors.
It is worth noting that the process of obtaining quotas for high-tech assistance from regional budgets is complex and can take a lot of time. Problems arise when adjusting limits on the provision of high-tech care in the regional Ministry of Health.
At the stage of developing a promotion strategy, the clinic abandoned expensive marketing research, which later turned out to be a mistake, since public data turned out to be inaccurate and led to lower traffic goals.
Thus, according to the Ministry of Health, the proportion of the population of Moscow and the region suffering from diseases for which the clinic specializes is about 500 thousand people. About 40,000 operations are performed annually to treat such diseases.
According to SimilarWeb, the total traffic to the websites of 28 main competitors is about 13.5 million transitions per year. This is explained by the fact that patients can repeatedly visit clinic websites to study information about the disease.
Thus, the conversion rate in this niche is approximately 0.3% of total traffic.
Conversion refers to the successful completion of treatment, including surgery and rehabilitation.
The clinic's production capacity is limited by the number of beds, operating rooms and high-tech equipment, as well as the workload of qualified specialists. As a result, the clinic can provide complex surgical treatment to no more than 840 patients per year.
Knowing the percentage of conversion in the niche (0.3%) and the limited capabilities of the clinic (840 operations per year or 70 per month), a goal was set for the required organic traffic - 280,000 conversions per year or 23,000 per month.
A moderate increase in SEO traffic is expected in the first 3-5 months, as well as the absence of seasonality in demand.
Projected additional SEO traffic will look like this:
The main goal is to achieve the planned traffic from search engines, which subsequently leads to the conclusion of treatment contracts. Financial results depend on the work of specialists accompanying patients at all stages of treatment.
It is worth noting that SEO cannot guarantee an accurate result, since search engines regularly update their algorithms, which affects the site’s position in the search results.
The SEO promotion process is divided into the following stages:
At the end of the year, the customer extended the contract for another six months. A decrease in the cost of clicks and an increase in traffic to the site led to an increase in indicators. During the period of SEO work, a significant increase in additional traffic was received.
Investments in SEO for 17 months amounted to 1 million rubles, which led to additional income in the amount of 56 million rubles. It is predicted that in 29 months this figure will increase to 152 million rubles.
The return on investment in SEO amounted to RUB 56 million. for 17 months, and will continue to grow, reaching 152 million rubles. in 29 months.
Over 17 months, the cost of a click (going to a site from search engines) decreased from 120 rubles. up to 4 rub. Within 29 months, the cost per click will drop to zero.
SEO can be a very effective tool for promoting a business, but it is not always suitable for all niches. This is a long-term strategy that requires significant investments at the start, but with high payback prospects.
For additional advice or questions on SEO, you can write to the "SEO COMPUTER" studio by email info@seo.computer.
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