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Dr. Consulta cuts CPC by 56% and grows CTR
Competitors were using Dr. Consulta's name in paid search — CPC dropped 56% and CTR rose.
- 56% CPC reduction
- 18.45% CTR increase
- 11.63% impression share increase
About the client
Dr. Consulta is a network of medical clinics offering accessible, high-quality healthcare services in Brazil. Founded with the mission to democratize access to healthcare, the company stands out for its innovative model and commitment to patient well-being. Serving a wide range of medical specialties and lab exams, Dr. Consulta has become a reference in the healthcare sector, providing fast and efficient care in several regions of the country, always focused on meeting the needs of the population looking for more affordable care.
The challenge
With its accelerated growth in the health sector and rising competition, Dr. Consulta faced a growing problem: the improper use of its name in competitors' advertising campaigns. This kind of practice, known as brand bidding, diverted traffic from potential patients to competitors, raised the costs of its ad campaigns and reduced the visibility of its own brand. Beyond hurting brand recognition, this practice confused consumers and diverted patients to competitors, directly affecting results and raising cost per click (CPC).
The solution
To tackle this challenge, branddi implemented comprehensive monitoring of the brand bidding activities associated with Dr. Consulta. Through advanced technology and a dedicated team, branddi was able to quickly identify the attackers and take measures to eliminate the improper use of the brand name. The strategy involved notifications and mediation with infringers, plus legal actions when necessary, resulting in a 57% reduction in CPC (Cost per Click). Impression share also grew by 11.63%, reaching 98.19%, which ensured a top position for Dr. Consulta in the search network. CTR (Click-Through Rate) also saw a significant 18.45% increase, maximizing return on advertising investments.
The partnership with branddi was essential to overcome our digital challenges. We managed to significantly cut our advertising costs and increase our brand visibility, consolidating our market presence. This directly impacted our ability to attract more patients and reinforced our customers' trust in the Dr. Consulta brand.