Greencross Vets.

Greencross Vets is a national organisation of vets, nurses, and receptionists who strive to provide the best possible care for their patients. While the brand has an incredibly strong nationwide presence, they also need to compete with local practices that have a loyal client base.

Our objective was to outperform these local clinics in paid and organic search and maintain healthy booking levels across Greencross Vets’ clinic network. We predicted that integrated and localised campaigns supported by an increase in ad spend would help to fill bookings, and a ‘Local Marketing Boost’ test was set up for underperforming clinics. We knew that our segmented campaigns would generate a higher cost-per-acquisition, but our equity over equality philosophy ensured that we would drive bookings for clinics that need them the most.

People were spending more time than ever at home during COVID-19 and searches for pet care were soaring. Along with the spike in search demand came an increase in competition and we needed a local area marketing investment review to ensure that Greencross Vets would stay ahead of the market. The spike in demand also sparked a shortage in the supply of vets, so we needed to focus demand generation on clinics that had the capacity to take on bookings.

Using third-party SEMRush data we showcased the disparity in competitor spending and advised on a search budget that would be more reflective of Greencross Vets’ size and ability to compete with local practices that were spending thousands of dollars more in their area. A three-tiered matrix to organise clinics by low, high, and medium priority according to occupancy rates was introduced and our search campaigns were built around it monthly. Low occupancy clinics were promoted with highly segmented brand and generic paid search campaigns, location-specific call extensions and landing pages, as well as Facebook awareness campaigns. On-page optimisations were also completed by our digital experience team to enhance conversion rate, organic rankings, and minimise acquisition costs. Clinics with strong occupancy rates were given a consolidated and streamlined account structure for cost efficiency.