Show Me How To... Promote A Service Line
Avera McKennan Successfully Promotes Service Line on the Web
In their words...
"The campaign was successful; we learned what advertisements and keywords our target audience responds to, as well as if our current site content is filling their needs. It provided insight into their behavior on our site, as well as what to target in our next campaign."
Michelle Lavallee
Senior Vice President, Strategic Marketing
& Communications
Avera Health
Read more rave reviews
Building a Reputation as a National Provider
State-of-the-art facility. Five specialized units. Seventeen expert psychiatrists. Patient satisfaction scores that routinely place the program in the 90th percentile. Avera McKennan Hospital and University Health Center, part of Avera Health in Sioux Falls, SD, had all the pieces in place to expand its Behavioral Health Center's reputation as a national provider. And to do so, they turned to the Web.
Through a comprehensive online marketing campaign, Avera McKennan wanted to increased awareness of its impressive Behavioral Health Center and draw patients from a wider geographical area.
Developing an Integrated Ad Campaign
Since Avera McKennan and Geonetric had already created a solid Web presence, we were able to implement a targeted online marketing campaign and expand upon the organization's current presence:
- Establish the center as a national provider and differentiate their children and adolescent units in the market.
- Target parents of children with mental health conditions who would be willing to travel to get the best care.
- Focus on seven primary cities, including Chicago, St. Louis, Kansas City and Minneapolis.
- Launch a Google Adwords campaign
- Place ads on more than 30 different sites including revolutionhealth.com and parents.com.
Working together, we also developed 12 Flash ads and 20 text ads, along with unique landing pages for each mental condition the campaign targeted. We deployed and managed the online campaign, and worked within Avera McKennan's allotted budget to maximize the reach to the intended audience.
Increased Web Traffic, Increased Call Center Traffic
The two month campaign significantly increased traffic to the site and to the call center. In addition, their search engine position improved and Avera McKennan identified important keywords to target.
- The ads successfully generated interest, at times bringing more than 200 new visitors per day.
- The campaign doubled the center's site traffic, and the targeted ads delivered visitors who stayed longer and bounced (left the site soon after arriving) less often than other ad venues.
- Overall the campaign accounted for more than 600,000 total ad impressions.
- Following the campaign, the call center reported an overall call traffic increase of 62.48 percent. Seventeen states saw an increase in call traffic, with 11 of those states having no previous call traffic.
Avera McKennan is so excited about the results that they are working with Geonetric on a second campaign.
Daily inspiration...
Download a PDF version of this case study, print it out and pin on your cubicle wall. Like one of those motivational posters with the eagles.
