Bourn Hall is a family of fertility and IVF clinics across East Anglia. It was the world’s first IVF clinic, with the founders pioneering fertility treatment. At Bourn Hall, you can be assured of the best chances of having a baby within the shortest possible time. Under 35s have a 73% chance of falling pregnant within one year.
The challenge
CPL One provided a full-service marketing offering for the clinics, generating enquiries via digital marketing, print, advertising, social media, e-comms and brand building.
Having worked for the clinic for the past seven years, CPL One consistently drives to increase enquiry numbers year on year, despite the challenges presented by the macro-environment, such as the recent Covid pandemic and the current cost-of-living crisis.
At the end of 2023, CPL One mapped out an improved strategy for the clinic, enhancing the digital marketing efforts via optimisation and increased levels of targeted outputs, with the goal of increasing the number of enquiries for fertility treatments or tests.
The solution
To enhance our digital marketing strategy, the CPL One team optimised Meta and Google Ads, integrating them with key touchpoints on the website and tracking all online enquiries via pixels.
As well as set up, our digital experts optimised the design and content of all ads, with the aim of them out-performing the previous ad sets. The team consistently assessed the performance of all digital marketing, using data to inform key decisions each month.
A strategy to drive enquiries was set out, using the full marketing mix. This involved key updates to the website to enhance the position of calls to action and increase the number of ways a potential customer could engage with the clinic. From the end of 2023, prospective patients were able to book a Discovery call via the contact page. This addition alone saw a huge 75% increase in bookings in the first three months.
The results
In the first nine months of 2024, CPL One generated 1,887 online enquiries via the online booking form and 516 ‘Discovery call’ bookings.
The number of enquiries as a direct result of paid-for social media advertising increased by 89% in 2024 compared with 2023 (first nine months), despite a budget reduction of 51%.
Of all completed online enquiry forms, 46% came directly from paid digital ads (Google PPC and social media) between January and September 2024.
The clinic had a conversion rate averaging 29% in October 2024. The median patient conversion rate in the healthcare sector as a whole is 3.6%.
We have worked with CPL One for a number of years and we have found their support invaluable. CPL One has a diverse mix of skills within the agency and we have always had confidence that they can deliver whatever we ask. They are a great team who provide exceptional service.
Client
- Bourn Hall Fertility Clinic
Sector
- Corporate
Expertise
- Design
- Editorial
- Video
Deliverables
- Marketing services
Expertise
- Design
- Editorial
- Video
Deliverables
- Marketing services
