Driving brand awareness and increasing customer lifetime value
InstantScripts was an Australian startup, looking to grow awareness of their digital healthcare services offering online prescriptions, Telehealth consultations and digital doctors certificates. Wanting to reach out to a wider audience and increase their revenue, InstantScripts turned to The Walk to overhaul their marketing strategy and help them become the leading provider of digital healthcare in the country.
With their growth stagnating, and reluctant to pour more resources into a marketing strategy that had previously generated sub-par results, InstantScripts tasked The Walk with outperforming the results of Australia’s leading digital performance agency using the same channels.
So how do you turn a developing startup into ‘the’ name in digital healthcare services in Australia? You deploy a multichannel marketing strategy aimed at driving brand awareness and increasing the Customer Lifetime Value (CLV),
Drive brand awareness
Increase customer lifetime value
Making it relatable
The Walk started by presenting InstantScripts with a proposal that would take the brand in a whole new direction, focusing on developing a relatable, caring and professional brand voice that people could trust.
Capturing a new identity
Both InstantScripts’ website and app home page were redesigned to capture the brand’s new voice and identity, while offering a better user experience that was consistent with the brand’s new direction.
The redesigned website, complete with a new brand voice
New landing pages targeting two of InstantScripts’ key audiences
Sticking the landing
The Walk created multiple landing pages that better targeted the needs of different customers, allowing InstantScripts to reach a wider audience with more relevant content. We then created a series of display ads and responsive search ads, experimenting with what worked best for driving traffic towards the updated website and the relevant landing pages.
InstantScripts’ Facebook ads took on a more caring, informative and relatable tone
An email aimed at providing customers with useful information, updates and offers
We released a series of emails aimed at keeping in contact with customers: offering updates, deals and news, and motivating lapsed customers to make another purchase.
InstantScripts leveraged the power of customer reviews to prove the value of their service to new visitors and build trust in the brand
We encouraged customers to leave testimonials as part of a user-generated content strategy aimed at boosting customer acquisition.
The TV ad raised awareness about the convenience of InstantScripts
Expanding our efforts
After completing our three month trial to prove that we could outperform the previous agency using only the channels they’d been using (which were all digital), we began testing various online and offline channels, including radio, print and a tv ad aimed at driving brand awareness.
The television ad introduced the ‘new face’ of InstantScripts who came to represent the brand in future
By giving InstantScripts a relatable new identity, encouraging testimonials and redesigning their website and mobile app, we were able to get more people talking about them than ever before.
In just three months we were able to double the results of InstantScripts’ previous agency.
InstantScripts saw a 78% increase in traffic to their website, and a 23% increase in CTR on Facebook. They also began benefiting from a 14% reduction in cost-per conversion. Partnered with The Walk, InstantScripts’ sales improved by 19.3%, while repeat purchases increased
Since wrapping up our initial three-month marketing plan, we’ve continued to improve InstantScripts’ results, increasing sales by a further 50%.