Reaching Patients Through Simplified Search & Targeted Ads
Integrated Search Strategy
After working with Geonetric on a 2019 website redesign, ProHealth stakeholders and our team shifted focus to connecting with prospective patients through search engine (SEM) and pay-per-click (PPC) marketing. ProHealth’s website had fresh content from its redesign, but its team wanted to take it to the next level with optimized content and strategic campaigns to reach new patients.
ProHealth Care at a Glance
4,700
Employees
4
Hospitals
1,000
Provider Count
86
Locations
400,000
Patients Served Annually
Goals
Goal #1
Eliminate instances of overlap or redundant campaign efforts, such as PPC campaigns and organic search performing well for the same keywords.
Goal #2
Launch campaigns that were in sync with overarching marketing and organizational goals.
Goal #3
Create a focused, intentional strategy for SEM.
The Work
First steps
Our first step was to examine ProHealth’s marketing goals, most sought-after service lines, local geography, audience base, and patients’ online search habits, then build campaigns around a modified single keyword ad group, which helps ensure ads are correctly tailored.
Eliminating overlap
Our team found that while PPC campaigns performed well with certain keywords, the website produced considerable organic traffic with those same phrases.
Competitive keywords
With organic search performing well on its own, we could allocate more ad funds to the competitive terms ProHealth needed to fight for.
Redefining conversions
ProHealth’s original conversation tracking was too broad, so we redefined what counted as a meaningful conversion and recommended directing paid search efforts toward users at the bottom of the sales funnel, where prospects become patients.
Ongoing support
After the original refresh of ProHealth’s PPC strategy, our team continues providing support, including testing new ad creative, monitoring campaign performance, tracking audience engagement, and ensuring target keywords align with what users are actually searching for.
The Results
Since we took the reins on ProHealth’s ad account, the organization has seen a:
Award Recognition
ProHealth’s revitalized advertising efforts scored a Gold Award for SEM Campaign in the 2024 MarCom Awards.
