Fostering Healthy Search Visibility and Client Relationships
IMPAQT Case Study: Health & Pharma
Using Search to find health information online has become a popular first step for newly diagnosed patients. As Search becomes more influential in the medical marketplace, health care providers are becoming more competitive online. A successful Search strategy is essential in establishing online rapport with searchers who are looking for everything from a new family doctor to clinical trials for treating a rare disease.
A large regional medical center with no previous experience in Search saw the importance of having a successful Search strategy in order to establish its online brand regionally, nationally, and globally. They sought IMPAQT's help to reach recently diagnosed patients who were researching treatment options, advanced specialty care, and second opinions.
QUESTION:
How could IMPAQT help this client increase online visibility among recently diagnosed patients to position itself as a treatment center of choice for certain conditions?
REVELATION:
Because the client was new to the Search space, IMPAQT's first job was to educate all client stakeholders on Search and those metrics that provide the most valuable indicator for success. IMPAQT's Strategy and Analytics teams worked with the client to define and track actionable conversions. The data gathered from these efforts was instrumental in improving efficiency because it indicated where changes in match types and negative keywords needed to be made.
IMPAQT also used geotargeting to help the client gain visibility in markets outside of its home geographic region. The data from this geotargeting effort was used to determine where the most traffic originated from and which traffic led to conversions. This information enabled the client to decide which regions to exclude due to low opportunity. We were then able to allocate the budget from those low opportunity regions to regions that yielded the most conversions. The data also showed that those regions with high traffic weren't always the regions with the highest conversions and therefore, not always the regions with the greatest opportunity.
IMPAQT's analytics also helped the client track goals and significant events in the conversion funnel. Our team tracked things like traffic to a "Contact Us" page, downloads and submissions of contact forms, and appointment scheduling. This helped us gain further insight into campaign performance across the entire conversion funnel and optimize pages based on keyword conversion rates.
A key component to our analytics was the involvement of the client's sales representatives and doctors. IMPAQT educated these professionals on Search so they could recognize its benefits and specifically search's positive effect on their role within the company. This was crucial in our efforts to get these professionals involved in tracking conversions. As soon as this value was recognized, the client's medical staff willingly became a vital part of the Search process.
The IMPAQT:
As a result of IMPAQT's efforts, the client achieved these results:
- Clicks for one of the client's emergency preparedness sites increased by more than 100%.
- Paid Search drove more than 66% of total traffic to one of the client's urgent care centers site.
- Total conversions increased more than 20%.
Because of this initial success, the client became more willing to delve deeper into Search, and has expanded its Search presence for many of its business units.
"Our observations of the vendor's management team show them to have two refreshing attributes that are disappointingly absent from other vendors we reviewed: 1) they take an emotional stake in their company and in their clients' welfare, and 2) they're a practical group who focuses more on doing the work than on how they spin what they do."
The Forrester Wave™: US Search Marketing Agencies, Q1 2011 (January 2011)
Download this Case Study
Fostering Healthy Search Visibility and Client Relationships