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 provides full-service marketing 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.
In 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 at the beginning of the year, 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 October 2023 onwards, 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 last quarter of the year.
The results
- Enquiries from all sources – enquiry form, phone and email – increased by 10.4% during 2023 compared with 2022
- Enquiries as a direct result of paid-for Meta advertising increased by 96% in 2023 compared with 2022
- 75% more Discovery calls booked following a website update, initiated by CPL One
- An increase in overall sales of 5% as a result of increased enquiry numbers.
With CPL One’s marketing guidance, we experienced a growth in enquiries from potential patients and they are illuminating a continued path to growth.
Client
- Bourn Hall Fertility Clinic
Sector
- Corporate
Expertise
- Design
- Editorial
- Video
Deliverables
- Marketing services
Expertise
- Design
- Editorial
- Video
Deliverables
- Marketing services
