Campaign Snapshot:
Client: Indraprastha Apollo Hospital
Objective: Spread healthcare education, increase health check-up bookings through website optimisation and social media engagement
Channels Used: SEO, Social Media (Facebook, Instagram, LinkedIn)
Result: Achieved targets with significant growth in website traffic, social media engagement, and health check-up bookings
Overview:
Indraprastha Apollo Hospital, a leading healthcare institution, sought to educate its audience about healthcare and wellness through comprehensive digital channels, while simultaneously driving bookings for health check-ups. Their aim was to optimise their website for better search engine visibility and use social media to engage and inform their audience, making the booking process for health check-ups simple and user-friendly.
Rigi Solutions executed a targeted SEO and social media strategy to meet these objectives and deliver measurable results.
Challenge:
With a large volume of healthcare content available online, cutting through the noise to position Apollo Hospital as a trusted resource was a key challenge. Additionally, there was a need to streamline the user journey on the website to make health check-up bookings more intuitive and accessible, while simultaneously educating and engaging the audience through social media.
Strategy:
Rigi Solutions developed a multi-pronged approach that focused on SEO to improve website traffic and social media campaigns to drive engagement and bookings.
- SEO Optimization:
We performed an extensive audit of Apollo’s website, identifying areas that required optimization to improve search engine rankings. Key strategies included:- Keyword Research: Identifying high-traffic keywords related to health check-ups, medical services, and healthcare education, such as “comprehensive health check-up,” “preventive health care,” and “Apollo health check-up packages.”
- On-Page SEO: Optimizing meta tags, title tags, headers, and content to ensure relevancy and improve search rankings. We also added clear calls-to-action (CTAs) to direct users toward booking health check-ups.
- Technical SEO: Improving website speed, mobile responsiveness, and fixing any issues that could hinder search engine crawling.
- Content Creation: Developing high-quality, informative blog posts and articles on healthcare topics, such as preventive care, common health conditions, and the importance of regular health check-ups, which aligned with the targeted keywords.
- Social Media Campaigns:
Apollo Hospital’s social media presence was leveraged to engage its audience with educational content and promote health check-up bookings. The strategy included:- Facebook & Instagram: Regularly posting informative content, including wellness tips, healthcare advice, and preventive health check-up reminders. Engaging visuals and infographics were used to simplify complex medical information, making it more digestible for the audience. Posts included direct links to the booking page for health check-ups.
- LinkedIn Campaign: On LinkedIn, we focused on reaching a professional audience by sharing articles on corporate wellness programs, preventive healthcare for busy professionals, and exclusive health check-up packages tailored for corporate employees.
- Simplifying the Booking Process:The health check-up booking process was streamlined to ensure an intuitive user experience. We optimised landing pages to make appointment scheduling straightforward and included multiple CTAs across both the website and social media posts.
- Simplifying the Booking Process: The health check-up booking process was streamlined to ensure an intuitive user experience. We optimised landing pages to make appointment scheduling straightforward and included multiple CTAs across both the website and social media posts:
Result:
The SEO and social media campaign achieved and exceeded Apollo Hospital’s objectives, driving significant growth in website traffic, social media engagement, and health check-up bookings.
- Increased Website Traffic:
Organic search traffic increased by 36%, thanks to optimised keywords and content. This growth was particularly evident for searches related to health check-ups and healthcare services, with a 67% increase in new visitors to the health check-up booking page. - Improved Search Rankings:
The targeted keywords for health check-ups and preventive care achieved top rankings in search engines, helping Apollo maintain a prominent position for users searching for healthcare services in the region. - Social Media Engagement:
Engagement on social media platforms grew by 31%, with the Facebook and Instagram educational posts receiving high interaction rates. The healthcare education content resonated well with the audience, leading to increased brand trust and awareness. - Increase in Bookings:
Health check-up bookings surged by 43%, with a notable increase in mobile bookings due to social media ads and mobile-optimised landing pages. The seamless integration of educational content with direct booking options helped Apollo convert interested individuals into booked appointments.
Conclusion:
Rigi Solutions successfully executed a comprehensive SEO and social media campaign that not only improved Apollo Hospital’s online visibility but also engaged its audience with meaningful healthcare content. The campaign resulted in increased health check-up bookings, demonstrating the effectiveness of combining SEO with targeted social media strategies.
Key Takeaway::
A well-executed SEO and social media strategy can enhance a brand’s digital presence while simultaneously educating its audience and driving business goals. By creating valuable content and simplifying the booking process, healthcare providers like Indraprastha Apollo Hospital can see a tangible impact on their bottom line.
