CASE STUDY
Keyword Optimization and Content Strategy Boost Direct Patient Enquiries
A San Diego psychiatric and psychological services clinic was suffering from low online visibility and an over-dependence on referrals from other physicians. They were looking to enhance their online presence in order to attract direct patient bookings and they came to Authentic Marketing Solutions to make that happen.
Industry
Healthcare: Mental Health Clinic
Services Provided
- Content Strategy
- SEO
- PPC
- CRO
- Design
CASE STUDY
Keyword Optimization and Content Strategy Boost Direct Patient Enquiries
A San Diego psychiatric and psychological services clinic was suffering from low online visibility and an over-dependence on referrals from other physicians. They were looking to enhance their online presence in order to attract direct patient bookings and they came to Authentic Marketing Solutions to make that happen.
Industry
Healthcare: Mental Health Clinic
Services Provided
- Content Strategy
- SEO
- PPC
- CRO
- Design
395%
Increase in Direct Patient Enquiries
425%
Increase in PPC Conversions
122%
Decrease in Average Cost Per Call
The Challenge
Crownview Medical Group engaged our services as they were looking to grow their mental health practice through online marketing. They were well respected in the professional mental health treatment community but had very low online presence in terms of patient searches.
Most often, difficult cases were being referred to them from other clinics. They were frustrated by the fact that they were not reaching these patients earlier in the treatment process.
There was a consensus that visibility and trust were key areas of focus for a mental health practice in a highly crowded and competitive market.
Furthermore, they were not competitive in the online space for commercially valuable search terms throughout the patient research and decision-making stages.
Goals & Objectives:
- Increase direct patient enquiries.
- Significantly improve the paid campaigns performance.
- Lower patient acquisition costs.
The Strategy
The first step involved extensive customer research to inform the brand positioning and new website launch.
A content marketing plan was developed to increase patient trust and site engagement, to position the client as a valued patient resource and authority in this niche, and to dominate organic search results for commercially valuable search terms.
Site architecture was overhauled and organic search goals were coordinated with PPC campaigns to maximize click through rates. A number of sales funnels were implemented to support Google ads campaign objectives. Call-tracking was implemented to ensure that the entire sales funnel was functioning for maximum results.
The Results
Through the creation of segmented customer audiences with detailed campaigns, we were able to help Crownview Medical Group dramatically increase direct patient enquiries.
Through continuous testing and building on what is performing best, our team continues to see excellent results.
Results:
- 395% increase in direct patient enquiries.
- 425% increase in PPC conversions.
- 122% decrease in average cost per call.