Scribematic Case Study
Scribematic allows clinicians to record patient visits from their phones or laptops, and then it uses AI to take relevant medical notes. It’s a fraction of the cost of a human scribe and can save doctors hours per week on EHR documentation.
We helped Scribematic attract its first 1,000 free trial users in just 90 days. After accounting for the free trial-to-customer conversion rate, the campaign achieved a CAC payback period of just 2.5 months!
The campaign had two main components,
Create Awareness & Generate Demand Through TOF Reddit Ads
Capture As Much Existing Demand As Possible From Google Ads
Part 1: Using Reddit For TOF Awareness & Lead Generation
As a new company, naturally, Scribematic did not have any branded search volume. The Google keyword planner tool above shows that there were zero searches for “Scribematic” in April, 2023.
To start working the TOF, in May, we launched a Reddit ads campaign.
Our research showed that r/medicine would be the best subreddit to target because it’s filled with doctors! After browsing the subreddit, we discovered that the audience in r/medicine responded best to long-form posts, so we crafted 5 variations of long-form ads. Here’s an example below!
The ads picked up traction and received over 400,000 impressions in June alone, for just $1,901.34.
The impressions piqued interest, and increased branded searches from 0 to 390. In other words, we were moving our ICP from problem-unaware to the consideration stage for around $5 per person!
Note: We believe that Reddit is one of the best places on the internet to achieve cost-efficient reach like this. The platform has over 350,000,000 monthly active users and a fraction of the advertising competition that’s found on other platforms. The supply-demand ratio leads to very desirable prices for advertisers that do decide to leverage Reddit’s platform.
Part 2: Capturing Demand With Google Ads
Targeting
We used three campaigns to capture demand through Google Ads,
A branded campaign: to convert prospects who’d seen the Reddit ads and were now looking up Scribematic to get more information
A campaign with keywords like AI Medical Scribe: to win prospects who were already aware of the solution
A campaign with keywords like Medical dictation software: to win prospects who we believed were in the market for “the old solution”
We’d identified these campaigns as winners, after testing other angles such as hire a virtual scribe and AI in Healthcare.
We thought that anyone looking to hire a remote/virtual scribe, would be happy to use AI to do the job cheaper. We also thought doctors interested in learning about AI in Healthcare would be open to getting some hands on experience via Scribematic’s free trial.
It turned out, we were wrong in both cases, but the test did reveal medical transcription/dictation, were profitable keywords to target.
Ad Copy
As usual, the goal of the ad copy was to make the offer sound irresistible. In this case, people have all sorts of stigmas when it comes to free trials.
“I’m going to forget to cancel and get charged”
“It’s going to have limited features and ask me to pay to unlock the full product”
“I don’t have time to experiment with a free trial and learn a new software”
“I don’t want to download something that I’m going to have to get rid of”
etc., etc., etc.
We made sure to address all of these objections directly in the Google Ad copy!
No Download, No CC Required
Test Scribematic in 30 Seconds
Browser-based, Try Now (Free)
These phrases helped to immediately disarm people of the objections and skepticism they have when discovering a free trial offer. Of course, I could only write these things because the product was browser-based, easy to try, and did not require a credit card. Nonetheless, it was important to call out the ease-of-trial as soon as possible.
The next thing we wanted to communicate in the copy was that this tool would have a HUGE impact on its user’s daily workflow. We wrote things like,
You’ll never want to go back to your old way of documentation after trying Scribematic.
Scribematic gives you back hours in the week that you can spend with friends and family.
We also used copy that claimed Scribematic was,
The #1 Tool on the Market
The Latest Technology
Unbelievably Accurate
The goal here was to get people to say to themselves, “alright.. I want to see if it’s as good as they say it is.”
Finally, to get potential leads over the hump, we used CTA’s as impactfully as possible.
Join hundreds of other clinicians who have simplified their EHR documentation process.
Watch Our Demo Video, to See How The Medical Documentation Process is Being Revamped.