Landing page receives innovation award in Minas Gerais

Landing page developed by Kaizen Agency is recognized in the sustainability category

The performance strategy created by the digital marketing agency generated approximately 4 leads in one year and helped qualify the Paulo de Tarso Transition Clinic's audience.

A project that aired in 2022, conceived between Kaizen Agency and Paulo de Tarso Network, was highlighted in the Mário Alberto de Lima Costa Award, which celebrates innovation in strategic actions. This is the development of a customized landing page and aimed at the B2B and B2C audiences in Minas Gerais. On this occasion, LP was awarded in the Economic-Financial Sustainability category.

The LP project was developed by Kaizen's creative team in collaboration with the communications department at Rede Paulo de Tarso. According to Guilherme Sgaria, the agency's project manager, the goal was to showcase the Paulo de Tarso Transition Clinic, prospect clients, and attract new healthcare providers. This goal also proved to be a major challenge. After all, how to reach both audiences with appropriate language?

What is a transition clinic?

The Paulo de Tarso Transition Clinic is uniquely positioned in the Minas Gerais market. Its services are focused on individuals requiring interdisciplinary care, with the goal of providing a safe environment focused on patient rehabilitation between hospital discharge and return home.

Custom landing page creation

A creation of the landing page by Kaizen Agency was created with the mission of explaining what a transition clinic is, how it can contribute to rehabilitation, and how it can attract new healthcare providers as a business strategy. LP uses language targeted at both audiences, using visual and media resources to attract attention.

With an informative focus, topics such as the clinic's concept, its target audience, and when to visit are covered. 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 a chatbot for quick assistance. Contact is also facilitated by the insertion of a fixed WhatsApp button in the page footer.

Testimonials from real patients serve as a convincing strategy to demonstrate how the Paulo de Tarso Transition Clinic supports patients with different needs in their rehabilitation processes. Also serving as social proof is a video produced by the client, featuring the narrative of "Dona Regina," which illustrates the service.

In addition to "Dr. Paulinho," social proof, and an interactive, user-friendly layout, the page offers two guided tours. Patients can choose to visit the clinic via a virtual tour or in-person, scheduling an appointment directly with the staff. 

Recognition in awards that celebrate innovation

According to Mariana Castello Branco, communications and marketing advisor at Rede Paulo de Tarso, innovation is part of the institution's DNA, and the Mário Alberto de Lima Costa Award ceremony (in memoriam) recognizes the initiatives devised by the Network's employees. The landing page co-creation initiative, developed by the Network Integration department of the Commercial Management and Communications and Marketing Advisory Department, won the Economic-Financial Sustainability award.

"We wouldn't be able to present this innovation without the support of the Kaizen Agency, 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 to increase bed occupancy. We will continue working hard in 2023 to increase our institution's visibility," says Mariana.

Excellent results and 100% of beds occupied

In addition to creating the landing page, other digital marketing tools were used, such as creation of the institutional website and traffic generation with campaigns in Facebook Ads, YouTube Ads and Google Ads"We know that people watch YouTube videos on their televisions at home, so we aired Dona Regina's video as if it were an advertisement during a program," explains Guilherme.

Approximately 4 leads have been generated to date. All leads are fed directly into Kaizen's CSS, a sales and relationship management platform. To optimize the use of the tool, which has become crucial for achieving positive results, the agency conducted training sessions with the Network's sales team. With increased online visibility, LP generated greater engagement on social media, and the institution operates at maximum occupancy.

"The project began with a significant challenge, as we needed to understand the concept of the transition clinic and then incorporate it into our performance strategy. The LP award solidifies the work we've done, and we're thrilled with the results, as we've successfully positioned Paulo de Tarso for digital transformation. Kaizen's CSS has become an essential tool for our client and their sales team," says 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, Kaizen has a team specialized in creating online strategies to generate positive results. Key services include lead generation, inbound marketing, and performance marketing for retail, industry, and services. The agency pioneered the creation of its own lead generation and monitoring system in Brazil, providing autonomous data analysis. www.agenciakaizen.com.br