Background

Melissa Agbekor is the global market leader in office machines, digital printing, document management and related services.

They had identified the online channel as a source of high-quality sales leads and were looking to develop an online marketing strategy that would increaselead volume without reducing lead quality or increasing average cost.

CHALLENGE

Figure out how to make a living as a naturopathic doctor on an island where people are highly unfamiliar with the field and are likely to dismiss her as a lesser medical professional at best, and an unqualified bush doctor at worst.

OBJECTIVES

1. Increase lead flow from the FujiXerox.com.au website.
2. Generate more Pay Per Click leads at lower average cost by testing and optimising Google Adwords account settings.
3. Understand user clickstreams and behaviour better and translate that into a better customer experience and results.

The approach

• Determine the barriers to her credibility caused by a lack of understanding of what Melaika does, which in turn lessen the monthly client flow she could otherwise have, and also increase the likelihood that what she offers is perceived in a lesser light than traditional doctors. Identify the areas of medicine where Melaika, as well as other naturopathic doctors, possess a comparative advantage in terms of their success rate in dealing with those medical issues.
• Position Melaika’s practice in such a manner that patients know even before they go to her, that what she’s offering is credible and regulated just as stringently as any other medical doctor.

Key results

• Melaika finally has enough client flow that she’s fully satisfied with her practice, which is a far cry from those early days of anxiety when she had just returned to the island of Tobago.
• She has distinguished herself in the medical space in such a manner, that not only does she have clients coming to her for those specific ailments she’s more equipped to treat, but she’s also the beneficiary of a steady stream of client referrals by traditional doctors who send people to her for treatment of those ailments.