Case study · Health & wellbeing

SleepWise: driving awareness for sleep solutions.

The clinicians at SleepWise have treated over 16,000 patients since in 2001 with Australian-made, medically proven, state of the art oral appliances for the treatment of snoring and sleep apnoea.

Sector: Health & wellbeing
Service: Digital marketing

Digital marketingCampaign delivery

Two people talking during a healthcare consultation.

The challenge

What needed to change.

SleepWise wanted to raise awareness of its clinic and attract more leads and visitors for its medical services. The audience was local: potential patients in Melbourne and regional Victoria struggling with snoring and sleep related issues who need professional treatment.

Reaching them is harder than it sounds. Snoring and sleep disorders often carry a stigma, or are seen as minor inconveniences rather than serious health issues, so people do not go looking for a specialty clinic on their own. SleepWise needed more online leads and new patients, with every part of the advertising budget working hard.

Approach

How the work took shape.

Our approach to social was about lifting online conversions and growing the customer base. It began with in-depth market analysis and A/B testing, and audience insights shaped a refreshed content strategy built on high quality video and visually strong ads.

Alongside social, search advertising had one main goal: attract high quality, relevant traffic by targeting the specific keywords potential patients are actively searching for, with ad copy and landing pages tuned to match intent.

On Meta we targeted local audiences in Melbourne and regional Victoria, particularly people experiencing snoring and sleep issues, with ads highlighting SleepWise’s expertise and success. A mix of carousel, video and testimonial ads engaged potential patients and directed them to an optimised landing page with clear calls to action for booking a consultation.

Previous visitors were retargeted with follow up ads to encourage appointments, and the campaign was monitored and refined throughout. For search, we chose Google’s Performance Max to build brand visibility and drive highly targeted traffic across Google’s channels.

SleepWise social media advertising campaign.

The shift

Snoring is easy to dismiss, so the ads had to make a consultation feel like the obvious next step.

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The work

The work, up close.

First, we optimised the landing page with compelling calls to action and resolved a pixel tracking issue that was affecting the website’s overall functionality. We then introduced a traffic campaign to build a new audience and drive awareness for the clinic.

Social and Performance Max campaigns then carried the message about SleepWise’s oral appliances to a wide audience, with service related content doing the work of explaining why snoring deserves proper treatment.

Performance Max uses machine learning to automate bidding, targeting and ad placements in real time. Its targeting draws on Google’s platforms, data and audience insights, so users can be reached precisely according to behaviour, interests and intent across Google’s different channels.

For SleepWise this gave us a more integrated, automated and data driven alternative to a conventional search engine campaign.

SleepWise google pmax integrations channels.

The clinic’s locations shaped the targeting. Ads were shown to local people in Melbourne and regional Victoria, close to the clinics they would visit, and the landing page made booking the obvious next step. Testimonial ads gave people a reason to take their snoring seriously and act, and the follow up ads brought back those who had looked but not yet booked.

66.67%.

Conversion rate across the campaign.

$0.41.

Cost per click across the campaign.

The social media and Performance Max campaign boosted awareness and engagement for SleepWise’s oral appliances. A targeted approach on social, combined with Google’s suite of platforms, reached a wide audience and highlighted the benefits of the clinic’s sleep solutions.

Service related content and advanced ad placement technology lifted brand recognition and contributed to higher enquiries and conversions, helping more people find relief and improve their sleep. Retargeting kept SleepWise in front of people who had visited but not yet booked, which matters for a decision many patients put off, and the campaign continues to be monitored and refined so that the budget follows what is converting.

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