The strategy that made appointment bookings take off!

The Oculus Ophthalmology Clinics in Switzerland specialise in eye health and in correcting vision disorders through laser procedures such as Femtolasik (100% laser Lasik). Their team of experienced ophthalmologists offers the latest medical and surgical advances for treating a range of eye conditions.

Strategy

Building the right content

BEFORE: before we started working together, several things were limiting the campaigns:

• A site too dense with information: visitors got lost among the different services on offer, which made the journey confusing and conversion harder.
• Messaging with little impact: the creative and the ads were not drawing on the right USPs, so it was hard to grasp the real benefits of the procedure, and what Oculus itself brings.
• No UGC testimonials: yet that authentic content is a powerful lever for conversion today, because it reassures and carries strong social proof.

AFTER: so we put a complete content strategy in place, to get the most impact out of the messaging on every surface:

• Thorough work on the key advantages (USPs): analysing what sets Oculus apart from its competitors, then weaving that through every surface — landing page, creative, testimonials.
• A landing page built around performance: unlike the site, it is stripped back, structured to convince block by block (arguments, social proof, testimonials), and offers a single CTA, clear and repeated.
• Ads and visuals with impact: engaging formats with clear, striking hooks, putting the right USPs forward in the first few seconds.
• UGC testimonials woven in: selecting patients at ease on camera, and shaping their testimonials to catch attention in the first seconds and get the most engagement.

A strategic approach to pre-conversions

BEFORE: conversion tracking posed two major problems:

• Tracking based on a pre-conversion that was too broad, feeding the algorithms poorly qualified signals, which worked against campaign optimisation.
• Limited reporting, holding only the number of final bookings. Budget could not therefore be allocated against real performance.

AFTER: so we rethought the conversion strategy entirely, with a mechanism of qualified pre-conversions, taking in:

• Phone calls
• Appointment dates selected → a strong signal of intent, since these users are ready to book but may drop out before finalising.

Why is this a game changer?

The algorithms now receive more precise signals, with enough conversion volume over the last 30 days to steer campaigns towards people who are genuinely interested. It also let us move to target CPA bidding.

Reporting is clearer, with a precise reading of the acquisition cost per booking made, which makes it easier to compare performance across platforms and to allocate budget by performance.

This approach improved the campaigns considerably, and got the most out of the investment.

Impact

Since this strategy was put in place, Oculus has seen a marked rise in appointment bookings for laser procedures, along with stronger engagement from prospective patients. An optimised landing page, clearer communication about the benefits of the procedure, and precise conversion tracking together improved campaign performance considerably. Weaving in authentic testimonials and tracking pre-conversions strategically also built patients’ confidence, making their journey smoother and more effective.