How to Withstand Demand Fluctuations and Double the Number of Requests: A Medical Laboratory Case

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It may seem that the demand for medical services and laboratory tests is constant and there are no problems with it. At the same time, private companies are forced to fight for clients in a competitive environment, advertise their services and attract new offices.

During the pandemic, the situation became more complicated - in addition to a large number of standard laboratory tests and services, those necessary in the new reality were added. External conditions are constantly changing: morbidity rates, the introduction and cancellation of QR codes, rules for leaving and returning from other countries - all this affects the number and cost of leads if you do not respond in time.

We will tell you how we helped LabQuest choose the right strategy, promptly update and launch advertising campaigns to achieve the desired results in unstable conditions.

Problem: Leads are scarce and expensive
LabQuest is a medical laboratory with a hundred offices operating in Moscow and bank data more than 30 cities in Russia. The laboratory conducts about 2,000 modern studies, including PCR tests for COVID-19, tests for IgA, IgG, IgM antibodies, and also determines post-vaccination immunity with Sputnik V.

In January 2021, LabQuest management was unhappy with two metrics:

quantity and cost of leads;
launch dates for new products, directions and advertising formats.
The laboratory added new services and opened offices, but the effectiveness of advertising tools was insufficient for growth and development. The impossibility of fully working with Google Ads also raised questions: it was impossible to pass moderation due to the medical theme

The previous contractor was not up to the task of initiating and coming up with solutions in response to the changes. With this approach, in a favorable sales situation, the company was losing profits and there were no new ideas.