Client Profile

Raipur, the capital city of Chhattisgarh, is a town that has developed abundantly in terms of
culture and economy over time ever since the state was formed in the year 2000. It is one of the
fastest growing cities of India. Raipur is also home to several multi/super specialty hospitals,
cardiac hospitals, eye care hospitals/clinics, general hospitals and diagnostic centres.
To tap the growing demand for ophthalmic instruments & devices, Opthalmicmart was
established in 2015 in Raipur by NIT students and biomedical professionals working in the
healthcare sector. Before starting this company, the founder had been working in eye care sector
and was involved in selling ophthalmic devices through personal selling. With the dream of
forming one stop destination for all ophthalmic instruments, the company went online in 2015 by
launching its website: www ophthalmicmart.com. The website is intended to be a free online
B2B and B2C classified platform where users can buy, rent and sell new or used ophthalmic
devices and instruments. The company also provides services like installation, uninstallation,
repair & maintenance of ophthalmic devices in addition to providing training for all
ophthalmic devices to staff of clinics and hospitals.
Market Analysis
Visitors

Breakdown-

India (State wise)

Madhya Pradesh 20.4%
Maharashtra
17.8%
Delhi
14.5%
Chhattisgarh

12.4%

Rest of India

34.9%

Source: Google Analytics

(Since August 2015)

The major demand for ophthalmic equipment comes from eye specialist
doctors and eye treatment hospitals/clinics. Apart from buying new/used
ophthalmic devices, the customers (mainly B2B) also require preventive
maintenance and servicing of these devices. Opthalmicmart provides
maintenance/repair services apart from providing training for these devices
to hospital staff. It faces competition from traditional channels which mainly
consists of large scale manufacturers & exporters. As cost of ophthalmic
devices is considerably high, so various hospitals and clinics prefer

traditional route of buying directly from manufacturers/distributors to minimize risk.

However, several online portals have cropped up in recent years where buyers can buy/sell new
or used ophthalmic devices. Some of the sites are- Indiamart, Mediomart, OphthalmicInstruments, Aurolab, OLX and Quikr. India (17.45%) and USA (25.5%) drive substantial
visitors to the site. The company currently faces low to medium competition in the online
market as this space is still largely unexplored.

Current Marketing
Opthalmicmart marketing efforts are currently centered on personal

Website Metrics
Total Sessions
Avg Sessions/Day

1937
7.28

Pages/session

1.58

clinics. It largely relies on word of mouth marketing for generating

Avg.

57 sec

leads. The company carries a good reputation across various

Session

duration
Bounce Rate
Total Users
New visitors
Returning Visitors

83.5%
1536
13.9%
86.1%

Desktop Traffic
Mobile Traffic
Organic Traffic
Direct Traffic
Referral Traffic
Social Traffic
Source: Google

85.9%
13.2%
16.7%
16.4%
63.6%
3.20%
Analytics

(Since Aug 2015)

selling of ophthalmic devices in various eye care hospitals and

hospitals and eye care clinics which in turn contribute to a

substantial chunk of demand.
As of now, the offline channel contributes to majority of revenues
being generated. However, the company has begun shifting its
efforts towards targeting comparatively young demographic through
various digital platforms. With the aim to expand its business
further, the company hired a digital marketing start-up, DigiFledged
in 2015. Lately, the company has just started building its social

media presence on Facebook (117 likes), Twitter & LinkedIn. As per Google Analytics, Referral
traffic contributes highest (63.6%) to all the traffic coming to the website followed by organic &
direct traffic. Website has a global traffic rank of 1,643,952 with 6 backlinks. Website is also not
SEO-optimized, witnessing only 16.7% organic traffic with a loading time of around 5.38
seconds and PageSpeed Insight score of 63. Website has a large room for improvement in
terms of site navigation, UI, call-to-action buttons location & landing page quality (as evident
by high bounce rate).
Conclusion: Opthalmicmart has so far not engaged in aggressive SEO or SEM. Although the
company has set footprint in digital space, it is yet to leverage the Google AdWords for pulling
targeted traffic to its website. AdWords can prove to be highly beneficial for Opthalmicmart
thereby facilitating conversion of buyers/sellers who prefer the traditional route of buying/selling
new or used ophthalmic devices. Apart from increasing the awareness of the company,
AdWords can drive traffic from buyers/sellers who are currently using other such online portals.
Proposed AdWords Strategy: The primary objective of the AdWords marketing is to generate
enquiries for the ophthalmic equipment both on the seller side as well as buyer side. The account
will have four campaigns, three search network based and one display network based. The
first campaign will focus on seller side and aims for maximizing listing of ophthalmic equipment

by visitors who want to sell their used/new equipment. The campaign will utilize 42% of budget.
The second campaign will focus on buyer side and will focus on selling the already listed
equipment on the website. This campaign will utilize 33% of budget. The third campaign will be
dynamic search network based and will be focus to sell the equipment listed on the website but
remained unsold even after running second campaign. The dynamic campaign will be used to
target the specific website pages of unsold equipment to hasten their selling to the prospective
buyer. The fourth campaign will be display network based and will focus on remarketing
efforts for the company to increase the number of enquiries both on seller as well as buyer side.
The display network campaign will use managed placement and will target websites of popular
eye hospitals in the country.
Campaigns

Equipment Listing

Equipment Selling

Ad Groups

1.

Ophthalmic

1.

2.

Listing
Premium

Ophthalmic-

Dynamic
Buy Equipment1. 1.
Individual
Equipment-

DisplayRemarketing
1. Ophthalmic
Mart

Dynamic

Bidding Strategy
Success Indicators

Listing
Enhanced CPC
No. of Enquiries

Geo Targeting

Generated
Generated
Cities in India with good number of eye hospitals such as Mumbai, New Delhi, Chennai,

Enhanced CPC
No. of Enquiries

Manual CPC
No. of Clicks

Manual CPC
No. of Clicks

Bengaluru, Kolkata, Ahmedabad, Pune and Hyderabad.

Keywords for Ad groups will be shortlisted by using Google Keyword Planner, Webmaster Tools
and Google AdWords Search Terms Report. Some of the keywords identified with significant
search volume are ophthalmology instruments, ophthalmic surgical instruments and used
medical equipment. As we want to avoid visitors who are seeking information about equipment
but do not have intent of buying or selling, words such as what, how, function, uses,
ophthalmology will be added as negative keywords.
Sample Ad Copies: For second campaigns Ad group

Budget Allocation: Budget is distributed between first and second campaign in two sets of 9
days each after excluding some portion for display campaign. The last three days will focus

mainly on Dynamic ad campaign. The budget distribution is represented pictographically with

respect to timeline and also given in percentage terms and absolute terms below:

Days

Budget Split

Equipment

Equipment

Ophthalmic-

Display-

1-9
10-18
18-21
Total

50%
35%
15%
100%

Listing
US$ 90
US$ 15
0
42%

Selling
US$ 22.5
US$ 60
0
33%

Dynamic
0
0
US$ 25
10%

Remarketing
US$ 12.5
US$ 12.5
US$ 12.5
15%

Ad rotation will be optimized for conversions: Ads expected to provide more conversions will be
shown by Google AdWords. Ads will be Geo-targeted towards cities with more number of eye
hospitals as more customers are expected from these cities. Goals for impressions, clicks, CPC
and CTR are given below in tabular form. Estimated CPC is around US$ 0.3 but must not exceed
US$ 0.43. Search terms report will be continuously reviewed to limit the expenditure by dynamic
ads campaign. Search terms that have resulted into more clicks and cost but no conversions or
assisted conversions will be added as negative keywords.
Impressions
9600

CTR
6%

Clicks
576

CPC
US$ 0.3-0.4