Client Needs Overview:
This client was struggling to generate web traffic and new leads. The client is located in a hyper competitive major metro and was competing for the same base of new patients as many other medical practices offering similar services. These medical practices ranged from small, independent practices to PE backed large consolidated chains and very large hospitals. The market is very competitive and PPC rates carry a premium. As a solo practice the client needed a cost effective, easy to implement strategy that could provide sustained returns. In addition, the client’s prior agency had left a lot to be desired in terms of site user experience which was hurting conversion rates on site.
Our Approach:
We delivered a comprehensive strategy starting with a keywords analysis based on services offered. We prioritized high intent keywords enabling us to be more effective at brining in new patient leads with high probability of conversion. Additionally, the site was redesigned to optimize for conversion. We eliminated wasted ad spend by pruning out under performing keywords. We also launched new ad campaigns geo-fenced for ensuring optimal traffic for lead generation on core services.
Results:
- 2X increase in traffic – we have doubled the site traffic in under six months with a focused, disciplined execution of the strategy
- 350% increase in new patient leads being generated on a monthly basis
- 5X reduction in cost per lead (CPL) – by analyzing, optimizing, and actively managing the Google Ad campaigns we delivered a before and after reduction of CPL by a factor of 5 – the current leads are coming at 1/5th the cost.
The client has recently opened a second location now that the first location is generating positive returns.
