Health Care Digital Marketing: Success by Service Line Locally, Nationally

CHALLENGES

Managing complex digital advertising campaigns in social and search media to generate patient leads in highly competitive local markets

National hospital system with over 100 hospitals in local markets needed highly efficient, scalable approach that delivers measurably improved results.

DISCOVERY

• Campaigns needed a creative refresh to meet current patient needs
• Client reporting system was outdated and needed to be replaced
• Account managers wanted additional actionable data, not just numbers automatically generated from platforms

 

 

SOLUTIONS

Designed a hospital digital marketing plan, identifying new opportunities and ways to fine-tune campaigns.

• Audited and overhauled digital marketing by segmenting service lines and adding geo-fencing and competitive-smart strategies.
• Discovered unrealized opportunities that led to new keyword search categories.
• Reframed searches to deliver the greatest lead source along with the ability to set new patient appointments quickly.
• Designed and developed all new actionable metrics dashboards pulling in data from disparate sources.

SUCCESS

• Delivered more inquiries and more appointments at a lower cost per acquisition each month.
• Overhauled monthly review process, equipping account managers and hospital marketing directors with response data for better decision making.
• Created custom data visualization reporting for senior management.