Cases

How we did it
website selling
medical courses

Created an online curriculum store for medical professionals and a federal advertising campaign.
2018
Marketing
Branding
Design
Bitrix
Advertising
Internet store
End-to-End Analytics
We have a story about selling training courses for civil servants and doctors. In this story, we significantly deepened and expanded that experience. When developing the ANO DPO RIPKiPMR project, we took into account all the mistakes that we made when working on a similar project. Here we worked in reverse order: first we made a website, then landing pages. 3 months after the launch, we found that we were successfully competing with ourselves. We laughed.

Task set by the customer

Create a brand and website for an institute and a company selling training courses for doctors, launch sales of medical courses in the company.

Project Summary

Preparing to launch:
4 months
Advertising campaign start:
May 2018

What tools did you use

Contextual advertising systems G.Adwords and Y.Direct, analytics systems G.Analitics and Y.Metrika< /b>, end-to-end analytics system Roistat, Bitrix24, Bitrix CMS, HTML/CSS/JS Graphic editors Figma and Photoshop, Excel, Google Docs, Google Spredshits.

Developed brand
and promotion strategy

The main goal of the rebranding: to be different from general companies: to make a brand exclusively for medical professionals.
  • Registered a non-profit organization , came up with a "weighty" name: Autonomous Non-Profit Organization for Additional Professional Education "Regional Institute for Advanced Training and Retraining of Medical Workers".

  • Choose a color not associated with state symbols.

  • We used industry-specific medical resources, contextual advertising, and social media accounts as promotion channels. Institute courses are presented on the state portal created for training of medical workers - NMFI.
Branding and identity

Developed sitemap
and page prototypes

Course catalog was used as a basis. The institute has several target audiences, for each of them they offered a section on the site.
When developing prototypes, we focused on the sale of training courses.
The information of the site should be organized to work with cold clients, since the market has a long time to make a purchase decision.
Page prototypes
Website
Developed a design concept and made a website
The design of the site included the idea of ​​the most comfortable design for doctors: white and green colors.
Taking into account the audience's need for information: there is a lot of data and it is quite conveniently organized.
The site structure allows you to place a very large number of training courses, while maintaining the convenience of using the catalog.
CMS Bitrix edition Start.
Look here:

Connected the system of end-to-end analytics, call-tracking and CRM

We used an already proven mechanism: CMS Bitrix + Roistat + Bitrix24. Telephony at the start - Rostelecom, after a while they changed to Mango Mango is better!
Integrations
Services

Launched advertising campaigns in Direct
and Adwords

The semantic core was collected and clustered from scratch. The ad texts were compiled again, with an emphasis on education for medical workers as the main activity of the institute. Banner advertising campaigns were worked out qualitatively, and this had a positive effect.
43.4 rubles
Average CPC
Started advertising campaigns
Landing pages
Developed
landing pages
The development started with the compilation of user scripts. We use the created pages as landing pages for contextual and display advertising. The menu is common with the site.
We developed high-quality headlines, reflecting the brand's advantages. Together with sales managers, we implemented the "Questions and Answers" section. Landing pages were designed in a new design, conducted an A/B test, and then finalized.
Look here:

Conducted research
competitors' prices

We have formed an equal price.
It takes about 3 months (on average) to make a purchase decision in this market. A/B testing was not suitable to identify the equilibrium price, a cohort analysis was used.
Average price offer +6-8% to the weighted average cost of courses on the market.
Research

What did you get?

An opportunity to take a fresh look at your own work already done. And of course, nice numbers.
430%
ROMI 3 months after launch
1r.
Increase in average bill compared to a similar project
34%
NCF Business Growth
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