Client Success: Nurture Health Centre

New health services for specific demographics mean a flexible, tailored strategy.

In the sunny city of Townsville, Queensland, Nurture Health Centre has been a well-established name in the local healthcare scene.

Offering a range of services primarily through private billing, the clinic had built a strong reputation for high-quality care.

However, when Nurture Health Centre decided to introduce new health check services specifically for individuals aged 45-49 and those over 75, they faced a unique challenge:

Promoting these services as bulk-billed offerings, in contrast to their usual private billing model.

Challenge accepted.

Recognising the need for experts in digital marketing to effectively communicate this new service to their targeted audience, Nurture Health Centre turned to HeartBeat Digital.

This partnership, which began in early March 2024, marked the start of a journey towards increased patient numbers, boosted brand awareness, and overall business growth.

The results, as we’ll see, speak for themselves.

The Challenge

“…I really think we’ve been able to educate them on how digital marketing can work for a business like theirs.”

When Nurture Health Centre first approached HeartBeat Digital, they had a few objectives in mind:

Increase patient numbers and appointments
Generate brand awareness
Align physical presence with social media presence
Build social media presence
Business growth

Sounds good, but how?

Through a discovery session with HeartBeat Digital. This is where a new client sits down with members of our team, in this case Mick Carney, Ian Morrison and Sam Hall, to map out a tailored strategy to reach their objectives.

“Nurture Health Centre were lovely to work with, and I really think we’ve been able to educate them on how digital marketing can work for a business like theirs.

“Flexibility, especially in terms of dialling up or down efforts, really means that budget can be tightly controlled.” Confirms Sam Hall.

Here’s what the two teams came up with together:

Design and Develop Modern Landing Pages
The clinic needed a landing page – or pages – that were not only visually appealing but also aligned with modern standards and displayed perfectly across all devices.

Why: This page would serve as the central hub for their new bulk-billing health checks, providing potential patients with all the information they needed to make a booking.

A landing page is a web page designed specifically to capture visitors’ attention and encourage them to take a certain action, such as making a purchase or booking an appointment.

Utilise Facebook Ads for Efficient Conversion
Given the clinic’s target audience, social media was essential, particularly Facebook, to reach potential patients effectively. The goal was not just to create awareness but to drive actual bookings.

Social media is great for targeted advertising because it allows businesses to reach specific audiences based on their interests, demographics, and behaviours.

Achieve Low Cost Per Acquisition (CPA)
With any digital marketing campaign, cost-effectiveness is key. Nurture Health Centre wanted to maximise ROI by keeping the cost per acquired patient as low as possible.

Increase Patient Numbers and Generate Brand Awareness
As a trusted healthcare provider in Townsville, Nurture Health Centre sought to solidify their presence in the community by increasing patient numbers through targeted campaigns that would also build their brand.

A lot of stuff to do actually.

The Solution

Website and Landing Page Development

Mick Carney, HeartBeat Digital’s lead in website and landing page development, took charge of creating these online assets for Nurture Health Centre.

Mick designed two informative and inviting landing pages that not only detailed the new bulk-billing services, but also reflected the clinic’s commitment to quality care.

They were designed with a clean, modern aesthetic, ensuring ease of navigation and quick access to important information, with special attention paid to mobile optimisation.

Take a look at the landing pages for yourself 👇

The Major Component: Facebook Ads

To drive traffic to these newly developed landing pages, HeartBeat Digital’s Facebook Ads specialist, Ian Morrisan, crafted a targeted social media campaign.

The campaign had two primary goals: raising awareness of the new bulk-billed health checks and converting that awareness into actual bookings.

Given the sensitive nature of promoting health checks, especially in a bulk-billing context, the messaging had to be carefully crafted.

Ian’s expertise in online advertising ensured that the content resonated with the intended audience while maintaining the professional tone expected from a trusted healthcare provider.

The campaign was divided into two segments:
Targeting parents and guardians eligible for bulk billing under the Under 16, pensioners, and Medicare Card holders category
Focusing on individuals aged 45-49 in Townsville

This segmentation allowed for highly tailored messaging, increasing the likelihood of engagement and conversion.

Social media ads by HeartBeat Digital

Social Media Presence and Engagement

Benedicta Genoveva, HeartBeat Digital’s Social Media Manager, played an integral role in building Nurture Health Centre’s social media presence.

By creating engaging and informative content, Benedicta was able to generate significant interest in the clinic’s new services.

This content not only supported the Facebook Ads campaign but also helped to establish a stronger social media presence for the clinic, further aligning their online persona with their physical presence—a key objective.

Social media creatives by HeartBeat Digital

Results

Reach: 46k, Clicks: 1,000+ …

The partnership between Nurture Health Centre and HeartBeat Digital quickly began to yield impressive results. The Facebook Ads campaign alone delivered:

Bulk Billing Campaign for Under 16, Pensioners, and Health Care Card Holders (6 months to September):

Campaign Targeting 45-49 Year Olds (6 months to September):

Not only did the campaign successfully raise awareness, but it also drove a significant number of bookings, directly contributing to Nurture Health Centre’s goal of increasing patient numbers.

The Impact

“…practice management confirmed that a significant number of patients commented on seeing them on Facebook.”

For Nurture Health Centre, the success of this campaign has had a lasting impact.

The clinic not only achieved its immediate goals of promoting the new bulk-billed health checks but also saw a broader increase in overall brand awareness and patient engagement.

Pleasingly, the practice management confirmed that a significant number of patients commented on seeing them on Facebook.

As of the time of writing
The collaboration with HeartBeat Digital has positioned Nurture Health Centre as a leader in accessible healthcare within the Townsville community.

By carefully aligning their online presence with their physical reputation, the clinic’s been able to expand its reach and attract new patients who might not have otherwise considered their services.

Looking Ahead

The success of this campaign has laid a strong foundation for future growth. With a strengthened online presence, an engaged social media audience, and an effective digital marketing strategy, Nurture Health Centre is well-positioned to continue expanding its services and reach in the Townsville area.

Especially important has been attracting members of the community who may prefer and benefit from bulk billed services as evidently, Nurture Health Centre aims to cater to all walks of life.

For HeartBeat Digital, this success story is a testament to the power of targeted digital marketing in the healthcare sector.

“By combining technical expertise with a continuing understanding of the client’s needs, we were able to deliver results that exceeded expectations.” Explains Ian.

“I’m always pleased when our efforts end up benefiting end patients with a better range of healthcare.”

We look forward to an exciting future together with Nurture Health Centre and seeing them utilise their new knowledge in digital marketing.