“Geonetric’s digital marketing team implemented and managed our campaigns strategically, which provided better results than we could have imagined. We’re so glad we have a partner to help us bring attention to our exceptional, growing orthopedic department. We look forward to doing this again with other service lines in the future.”
MarJean Kennedy, Director of Business Development & Marketing
Holzer Health System
When Holzer Health System launched a fresh redesign at the end of 2015, their goal was to provide a responsive, user-friendly experience to their growing patient base in Gallipolis, OH the southeastern Ohio Valley.
The organization was evolving, one step at a time. But in 2017, the focus on building a stronger, more competitive orthopedic department and roster of physicians became a key focus, and the Holzer team wanted to support those investments with thoughtful digital marketing.
Aligning Clear Goals to Drive Conversion
Holzer partnered with Geonetric’s digital marketing experts to set a paid search campaign in motion for November 2017 to February 2018. Competition had shifted market share for orthopedic services, and the goal of the campaign was to drive volume specifically around joint replacement and sports medicine, bringing new patients through Holzer’s doors.
The Holzer and Geonetric teams worked together to identify the core audience for these campaigns: Joint replacement ads were specifically targeted for adults ages 35 and above, as well as older adults; sports medicine ads were targeted toward active adults. The campaigns would drive users to a landing page where they could either complete a form, which would be the primary conversion or call the system through a trackable phone number. Geonetric also set up phone call ad extensions as another option for people to convert.
With Google AdWords, keyword planners, and regional research on their side, the Geonetric digital marketing team set out to build successful, conversion-inspiring campaigns.
Building and Measuring Campaign Efforts
Holzer’s competitive differences were their local access to exceptional orthopedic care (less traveling for patients in their area), and cross-collaborative care under one system, letting patients have a more fulfilling recovery time with all the specialists they need at their side.
The Geonetric digital marketing team set up search and display ads on Google, targeting the Ohio Valley and some parts of West Virginia, as well as video ads on YouTube to drive traffic to an orthopedic landing page, which was built and monitored by the Holzer marketing team. Geonetric provided guidance around industry-proven best practices for landing page design and conversion to Holzer, too, helping to set them up for success. Tips included keeping the form near the top of the page for easy conversion, and adding a video to the page to make it more engaging.
Aside from the work with Geonetric, Holzer also had TV and radio commercials and Pandora advertisements running to build awareness of their new orthopedic doctors and surgeons.
The teams met every month to discuss the progress of digital campaigns, determine any changes or adjustments that need to be made, and reviewed the status of conversions.
Results: Stellar Conversions and New Appointments
After three months of paid search campaign work with video and display ads, the efforts paid off. Traffic from mobile devices was extremely high, with nearly 76% of the Google display ads coming from mobile devices with full browsers.
Altogether, the campaign performed miles ahead of expectations, with over 640,000 impressions and nearly 1,400 clicks. The team brought in 22 conversions during the three-month campaign and tripled the healthcare industry average click-through-rate (2%) with a 7.28% CTR.
The trending keywords for orthopedic services in their area (such as “Orthopedics Gallipolis”) brought in more impressions, more clicks, and higher conversions, too – giving Holzer’s orthopedic services and impressive team of doctors the attention they deserve.
PPC Campaign Drives Interest in Orthopedic Services