Klient:
Covid Spot
Painless PCR and Antigen Testing for COVID-19 in Brno
case study
3x
We successfully tripled the conversion rate
93 %
Testing site capacity is quite busy at 93%
4x
Fourfold increase in testing sites in Brno and the surrounding area
their story
FAST AND PAINLESS TESTING AT MULTIPLE LOCATIONS IN BRNO
The COVID-19 pandemic caught the entire world off guard. The last time the world faced such a widespread and dangerous problem was likely over 100 years ago, during the Spanish flu. At the outset, reliable information was scarce, while the number of infected individuals rapidly increased. How quickly does the disease spread? How can one protect themselves? How should testing be conducted? These were all questions that people were gradually finding answers to, often “on the fly.”
One of those who tried to mitigate the effects of the pandemic from the very beginning was Martin. His focus was particularly on testing, which in the early stages of the pandemic suffered from several systemic issues. Difficult registration for testing through user-unfriendly and sometimes failing portals, long waits at testing sites alongside many potentially infected individuals, uncomfortable sample collection from deep within the nasal cavity, and lengthy waits for results quickly became the norm. He decided that there had to be a better and more efficient way to handle testing.
After careful preparations, Martin eventually launched a network of testing sites called Covid Spot in Brno and its surrounding areas. The main advantage of these sites was the painless method used for both antigen and PCR tests. While the traditional procedure required staff to insert a swab deep into the nasal cavity of the person being tested, at Covid Spots, it was sufficient to collect a sample either from saliva or from the edge of the nasal lining. This prevented any irritation of the nasal passages.
Another significant advantage was the large number of testing locations spread across Brno and its immediate vicinity. People could register through a modern and user-friendly web portal that was easy to navigate, even for those who were not particularly tech-savvy. All they had to do was choose the type of test, time, and location. After testing, people received their PCR test results within 48 hours, while the turnaround time for antigen tests was reduced to just 30 minutes. Results were sent via SMS, and certificates could be downloaded from their email inbox.
Over time, however, Martin began to feel the pressure from competitors. Other companies had not only focused on improving their services but also invested heavily in marketing. As a result, they were reaching a much larger audience than Covid Spot. If the company wanted to maintain its good results, it needed to respond to this situation swiftly.
their goal
REACHING A LARGER AUDIENCE AND EDUCATING THE PUBLIC
Covid Spot approached us at Four Bros at the turn of 2021 and 2022, based on the positive experiences of one of our clients. The main goal was to better establish themselves in the highly competitive environment of testing sites. The company primarily wanted to optimize their advertisements and improve search visibility. The strongest selling points were the painless testing methods and the large number of testing centers conveniently located throughout Brno and its surrounding areas.
A secondary goal was to educate the public about testing. The vast majority of people associated sample collection with unpleasant deep nasal swabs that left the nasal lining irritated. Covid Spot aimed to show that this doesn’t always have to be the case and that this type of testing can be done much more gently.
our solution
PRECISELY TARGETED CAMPAIGNS AND USER-FRIENDLY WEBSITES
1
CAREFULLY PREPARED PPC AND SOCIAL ADS CAMPAIGNS
From the very beginning of our collaboration, we agreed to focus primarily on PPC campaigns and social ads, with the main goal of generating leads. In simple terms, this involves a situation where a person clicks through from an ad to the website and then registers for testing. These campaigns can deliver the best results, but much depends on their proper setup.
In this case, we began with the necessary preparations. We identified all the USPs (Unique Selling Points) that we could communicate in the campaigns. We also carefully analyzed all the relevant keywords that people searched for in relation to testing and that could yield good results for us. Additionally, we prepared profiles on Facebook and Instagram, including converting the Facebook account from a personal profile to a business profile.
2
EXTREMELY CHALLENGING SOCIAL MEDIA MANAGEMENT
Managing social ads campaigns on Facebook proved to be particularly challenging in this case. The platform is extremely sensitive to any topics related to healthcare or health in general. Therefore, the wording and appearance of the banners had to be chosen with exceptional care. We had to think through every single word because Facebook penalizes any rule violations with immediate ad blocking, or worse, account suspension. We wanted to avoid this at all costs, so we proceeded with extreme caution to ensure that we didn’t violate any rules.
Over time, managing social media campaigns became increasingly demanding. We had to adjust them frequently due to changes in government regulations. For example, PCR tests became free only with a doctor’s referral, necessitating changes primarily in the ad copy. Additionally, as the number of infections fluctuated, Covid Spot had to add or reduce testing sites accordingly. This required promoting newly established locations while pulling back campaigns for sites that were temporarily closed or permanently shut down.
3
THE WAR IN UKRAINE CHANGED OUR PLANS
We also focused our attention on Google Ads and Sklik. PPC campaigns on these platforms were delivering good results and complemented our social media ads.
However, our efforts were significantly disrupted by the outbreak of the war in Ukraine. After the war began on February 24, 2022, our previously successful campaigns almost came to a halt. The reason was simple: until then, the COVID-19 pandemic had been the number one social issue, with media coverage being detailed and daily. Overnight, the situation changed completely, and the Russia-Ukraine conflict became the central focus of the entire world.
4
USER-FRIENDLY WEBSITE
5
EDUCATING THE PUBLIC ABOUT COVID-19 INFECTION AND TESTING
common success
Mutual communication and trust brought good results. Despite the significant disruption to our plans caused by the war in Ukraine, we consistently managed to meet the established KPIs for our campaigns. Even during times of peak demand for testing, we were able to fill the capacity of the testing centers at the set cost per lead without exceeding it. Thanks to excellent organization on the client’s side, the centers were able to handle the scheduled appointments without any issues.
Given the aforementioned military conflict and the overall decline of the COVID-19 pandemic, we eventually decided to scale down our collaboration. However, due to the mutual satisfaction with our partnership, we are already working with Martin on new projects that we will be involved in.
