Advertising tied to real-time appointment availability doubled revenue for a clinic serving working people | Healthcare DX Inc.

About the client
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HP：https://healthcare-dx.co.jp/　Healthcare DX Inc.
(parent company: Mental Health Technologies Inc.)
Industry: medical and clinic operations support (mental health)
Employees: 87 across the group (as of end December 2023)

What we did: advertising management / UI and UX improvement
Healthcare DX Inc. (founded 2022, Minato-ku, Tokyo) was established as a wholly owned subsidiary of the listed company Mental Health Technologies Inc.
Under the concept of a mental health clinic for working people, it produces every part of running a clinic – patient acquisition, administration, accounting and hiring – so that doctors can give all their attention to seeing patients.

Marketing support for clinics The problem:

rising cost per acquisition as competition intensified, and the limits of what was already being done
When the clinic opened, competitor research, the site and advertising were handled by an outside agency, with reasonable results.
But as competitors multiplied in the fiercely contested Shibuya area, cost per acquisition began to rise, and it became clear that the existing approach could not improve further.

Because Mr Matsumoto, the representative, knows marketing well himself, he needed a sharper and more considered strategy.

What we did: advertising tied in real time to the appointment book
We began by understanding the existing campaign structure in depth.

We did three main things.

1. A redesign and keyword selection that respected what was already there
Keeping what was good about the existing work and design, we proposed a careful campaign redesign from a more specialist point of view.

・Specifically,
Keyword work that reads intent

・Rather than simply chasing high search volume, we selected keywords tied to the worries and urgency of the target, based on the concept of a mental health clinic for working people. We kept the keywords that were already working and thoroughly excluded terms that drew wasted clicks.
Campaign structure built around how the target feels

For states of mind such as being unable to sleep or not wanting to go to work, we kept keyword, ad copy and landing page consistent, which raised quality scores and brought cost per click down.

2. Real-time tuning against appointment availability
We arranged to see the clinic’s appointment management screen in real time and ran the advertising against it.

Rather than following the numbers in the ad platform alone, we increased delivery for times with many free slots and held spend back where appointments were already full, controlling investment precisely against how the book was filling.

3. UI and UX improvement
We did not stop at advertising; we proposed and made site improvements so that users reach a booking without friction.

We simplified the path to booking and optimised the form, working in parallel on the site’s own conversion rate.

Results: revenue doubled in 18 months, and efficient acquisition in a tough area

・About 18 months in, the combination of better advertising and a better site produced the following.
Revenue growth

・Revenue doubled against the start of our work
Efficient cost per acquisition maintained

・Steady patient acquisition at a low cost per acquisition, in a crowded area
By tying spend to appointment availability, a structure that avoids wasted advertising

A comment from Mr Matsumoto, President and CEO of Healthcare DX Inc.

Mr Matsumoto, President and CEO, said the following about our work.

“NowVillage’s proposals made real sense to me, and I have been in marketing a long time.
What surprised me most was the offer to adjust the advertising while watching our appointment screen in real time. It brought home that they were acting as an operating partner in making our business work, not as the usual advertising agency.

Revenue is now double what it was, and they control cost per acquisition very well. Being able to raise anything with them straight away is worth a great deal.
I look forward to continuing together, to bring good care to working people.”

The partner behind the growth: NowVillage Inc.

NowVillage Inc. is a marketing partner covering everything from designing marketing strategy through execution to measurement and improvement.

Alongside advertising management, our strength is working across digital – SEO, creative production, data analysis and CRM, MA and SFA implementation – and tailoring what we propose to each company’s situation.

As with Healthcare DX, for companies that say

we have tried everything in marketing
we want to break through the ceiling of what we are doing now
our relationship with our current partner has gone stale

we can work alongside you from strategy through to day-to-day operation.
If your marketing or your acquisition is on your mind, please do get in touch.

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