Situation

A new remote clinic operated by Physicians Regional Health System (PRHS), a major hospital in Naples, Florida, was in immediate need of an economical way to increase patient volume without cannibalizing patient volume at other hospital-managed practices. The geography of the campaign needed to be limited to Marco Island zip codes.

The specific goal was to drive traffic to the Marco Island Clinic landing page on the PRHS website.

Solution

After evaluating a range of strategic options, Infinity Marketing determined that a geo-targeted SEM campaign, along with enhanced SEO would be the most effective solution to build landing page traffic.

The team referenced Infinity’s extensive experience with other healthcare institutions to develop a substantial list of keywords that were proven performers. As a new retail operation, enhancing location awareness was key so Google Plus was integrated into the plan to enhance this aspect of the messaging strategy. The three-month campaign was launched in July. The campaign received constant monitoring and daily optimization to further develop bids and keywords.

Working hand in glove with the SEM effort, Infinity also monitored activity to provide SEO guidance at the website level to maximize site traffic from organic search.

Results

When comparing metrics of the campaign against the previous three months, significant performance improvements were seen. During the promotional period, landing page visits increased 235%, and new visitor traffic increased 210%. In addition, page views per visit increased 26% and the bounce rate improved by 14%.

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