AVIVA Polyclinic
INDUSTRY: Health
From Performance Marketing to Sustainable Digital Growth
AVIVA Polyclinic, the flagship clinic within Arsano Medical Group, is one of the largest private healthcare providers in the Adria region. With an established reputation and broad portfolio of medical services, the organisation sought to strengthen its market position while improving long-term profitability in an increasingly competitive healthcare landscape.
The Challenge
Although AVIVA already possessed a strong market presence, digital growth was becoming increasingly difficult.
Competition was intensifying, operational costs continued to rise and paid acquisition was becoming more expensive every year.
The organisation wanted to move beyond campaign optimisation and build a scalable digital growth model capable of supporting future expansion.
The key challenges included:
- Increasing competition across private healthcare
- Rising acquisition costs
- Heavy reliance on paid media
- Untapped organic search potential
- Fragmented customer journey
- Limited automation throughout the patient lifecycle
- Difficulty scaling marketing profitably
Phase One
Building the Performance Foundation
The initial objective was to maximise efficiency of existing advertising investment while expanding digital reach.
Performance Marketing
We redesigned the customer journey and restructured the complete Google Ads ecosystem.
Our team introduced:
- advanced campaign segmentation
- improved targeting strategy
- conversion-focused optimisation
- expansion into Meta advertising
- performance-driven budget allocation
At the same time, we introduced an e-commerce mindset into healthcare marketing—measuring every marketing activity through business performance rather than media metrics.
Results
The first phase delivered immediate business impact:
40%
reduction in advertising spend
More than
€350,000
additional conversion value
456,000
unique website visitors
29,000
Google Ads conversions
Significant increase in overall acquisition efficiency
Rather than simply reducing costs, AVIVA redirected saved budget towards further business growth and new patient acquisition.
“Working with Blueprint has been a transformative experience for Aviva Policlinic. Their strategies have not only strengthened our digital presence but have impressed us so much that we sincerely recommend them if you are serious about your marketing endeavors.”
Marija Krištović
Digital marketing specialist
Phase Two
Building a Sustainable Digital Growth Engine
Following the success of the initial performance transformation, the collaboration expanded into building long-term digital growth capabilities.
The objective shifted from generating more leads to creating predictable and sustainable patient acquisition.
SEO Growth Strategy
A complete SEO programme was introduced across the organisation.
The initiative included:
- Technical SEO
- On-site optimisation
- Medical content strategy
- Off-site authority building
- Internal linking optimisation
- Landing page expansion
The objective was to steadily increase qualified organic traffic while reducing long-term dependence on paid acquisition.
Marketing Automation
Automated communication was introduced throughout the patient journey.
Examples included:
- appointment reminders
- preventive healthcare campaigns
- post-treatment communication
- educational content
- seasonal campaigns
- patient re-engagement
- referral initiatives
Automation improved patient experience while increasing operational efficiency.
UX & Conversion Optimisation
Continuous CRO became part of the growth strategy.
Through ongoing testing and optimisation we improved:
- landing page performance
- appointment booking flow
- mobile experience
- conversion paths
- page speed
- user engagement
Every improvement contributed to higher conversion rates without increasing acquisition costs.
Dynamic Budget Management
Marketing investment evolved beyond traditional campaign optimisation.
Budgets were continuously adjusted according to:
- service demand
- seasonal trends
- operational capacity
- campaign profitability
- department priorities
This ensured that investment consistently supported business objectives rather than simply maximising traffic.
Results After 18 Months
The expanded digital growth strategy produced measurable improvements across acquisition, efficiency and long-term sustainability.
Marketing Performance
+74%
increase in organic website traffic
24%
lower Cost per Acquisition
39%
increase in qualified patient enquiries
42%
lower dependency on paid acquisition
Digital Performance
- 27% increase in website conversion rate
- 33% increase in returning website visitors
- 21% increase in marketing efficiency through automation
Business Performance
- 23% improvement in appointment utilisation
- Higher marketing scalability without proportional budget growth
- Complete visibility across acquisition performance and channel profitability
“Working with Blueprint has been a transformative experience for Aviva Policlinic. Their strategies have not only strengthened our digital presence but have impressed us so much that we sincerely recommend them if you are serious about your marketing endeavors.”
Marija Krištović
Digital marketing specialist
Outcome
Over an 18-month period, AVIVA transformed its marketing operation from a performance-driven acquisition model into a sustainable digital growth engine.
Paid advertising remained an important growth channel, but its relative importance gradually declined as SEO, conversion optimisation, marketing automation and continuous user experience improvements generated an increasing share of patient acquisition.
Despite significantly expanding its digital marketing capabilities, the organisation increased its overall marketing investment by only 10%.
The reduction in paid media dependency, combined with stronger organic visibility and continuous optimisation across the digital ecosystem, enabled AVIVA to achieve sustainable long-term growth while maintaining exceptional marketing efficiency.
Ulica Nikole Škrlca 33a
10000 ZAGREB, Croatia
OIB 91967242018
blueprint.hr
