Landing page developed by Agência Kaizen recognized in sustainability category
Performance strategy created by the digital marketing agency generated approximately 4,000 leads in one year and helped qualify the audience of the Paulo de Tarso Transition Clinic.
A project that launched in 2022, conceived between Agência Kaizen and Rede Paulo de Tarso, was highlighted at the Mário Alberto de Lima Costa Award, which celebrates innovation in strategic actions. It involves the development of a customized landing page aimed at the B2B and B2C audience in Minas Gerais. At the event, the LP was awarded in the Economic-Financial Sustainability category.
The LP project was developed by Kaizen's creative team in sync with the communication sector of Rede Paulo de Tarso. The goal, according to Guilherme Sgaria, project manager at the agency, was to present the Paulo de Tarso Transition Clinic, prospect clients, and attract new health operators. Similarly, the goal also proved to be a significant challenge. After all, how to reach both audiences with an appropriate language?
What is a transition clinic?
The Paulo de Tarso Transition Clinic has a unique positioning in the Minas market. Its service is focused on people who need interdisciplinary care, aiming to provide a safe environment focused on the rehabilitation of patients between hospital discharge and return home.
Creation of a customized landing page
The creation of the landing page by Agência Kaizen arose with the mission of explaining what a transition clinic is, how it can contribute to rehabilitation, and also attract new health operators as a business strategy. Thus, the LP follows a language directed at both audiences, with visual and media resources to attract attention.
With an informative focus, topics such as the concept of the clinic, who it is intended for, and when it should be sought are addressed. A contact form helps attract leads interested in the services. To humanize the service, one of Kaizen's strategies was the creation of "Dr. Paulinho" and the chatbot for quick assistance. Contact is also facilitated with the insertion of a fixed WhatsApp button in the footer of the page.
Testimonials from real patients serve as a convincing strategy to demonstrate how the Paulo de Tarso Transition Clinic assists patients with different demands in their rehabilitation processes. As social proof, there is also a video produced by the client featuring the narrative of "Dona Regina," illustrating the service.
In addition to "Dr. Paulinho," social proofs, and the interactive and friendly layout, the page offers a guided visit in two modalities. The patient can choose to get to know the clinic through a virtual or in-person tour, scheduling the date directly with the service team.
Recognition in an award that celebrates innovation
According to Mariana Castello Branco, communication and marketing advisor at Rede Paulo de Tarso, innovating is part of the institution's DNA, and the award ceremony for the Mário Alberto de Lima Costa Award (in memoriam) values the actions conceived by the Rede's collaborators. The co-creation of the landing page, developed by the Network Integration sector of the Commercial Management and Communication and Marketing Advisory, was awarded in the Economic-Financial Sustainability category.
"We couldn't present this innovation without the support of Agência Kaizen, which has helped us tell more people about our transformative care. In addition to the landing page, the agency developed the institutional website and manages paid traffic to generate business opportunities, aiming for bed occupancy. We will continue to work hard in 2023 to gain more visibility for our institution," says Mariana.
Excellent results and 100% bed occupancy
Along with the creation of the landing page, other digital marketing tools were used, such as the creation of the institutional website and traffic generation with campaigns on Facebook Ads, YouTube Ads, and Google Ads. "We know that the audience watches videos on YouTube at home on television, which is why we aired Dona Regina's video as if it were an advertisement during a program's broadcast," explains Guilherme.
Approximately 4,000 leads have been generated to date. All enter directly into Kaizen's CSS, a platform for sales and relationship management. To optimize the use of the tool, which has become crucial for good results, the agency conducted training with the Rede's sales team. With increased visibility on the internet, the LP generated greater engagement on social media, and the institution operates at maximum occupancy in its beds.
"The project started with a significant challenge, as we needed to understand the concept of the transition clinic to then convey it in our performance strategy. The award for the LP consolidates the work done, and we are very happy with the result, as we managed to elevate Paulo de Tarso to the digital level. Kaizen's CSS has become an essential tool for our client and their sales team," evaluates Guilherme.
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About Kaizen
Kaizen is a full-service digital agency operating throughout Brazil. With over 20 years of experience in the digital market and a specialized team in creating online strategies to generate good results. Among the main services are: lead generation, inbound marketing, and performance for retail, industry, and services. The agency was a pioneer in the country with the creation of its own system for lead generation and monitoring, providing autonomy in data analysis. www.agenciakaizen.com.br