Customer acquisition and retention for a diagnostics lab.
To attract new customers to icddr,b's physical laboratory while retaining existing ones by delivering exceptional service, building strong customer relationships, and executing strategic marketing initiatives.
Objective
Grow walk-in customers at icddr,b's Laboratory Services while keeping existing patients engaged and retained.
Idea
Instead of aggressive media campaigns, keep active profiles across major social platforms, showcase key lab services, and blend content marketing with digital promotions.
Approach
Consistent posting cadence, a content mix of service highlights and awareness posts, and always-on digital promotion rather than one-off bursts.
The focused, always-on approach lifted every core metric: a 20.01% increase in reach, an 11.7% rise in impressions, and a 23% uplift in walk-in customers. Facebook gained 7,000 new followers, bringing the total to 20,000, alongside a 3.6% boost in content interactions.
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