An ACS Web Design and SEO medical practice client reached out to our digital marketing team to develop an online advertising campaign. Specifically, our client wanted to promote a new location for their walk-in urgent care centers that treat acute orthopedic injuries.
Corresponding with our digital marketing campaign, our client recorded an all time high for patients to their walk-in orthopedic urgent care in a single month.
How did our digital marketing efforts drive this record setting growth in patients? Get the details below.
Digital Marketing Case Studies: About the Campaign
Client Objectives:
- Increase community awareness of closing walk-in orthopedic urgent care location,
- Increase community awareness of new walk-in orthopedic urgent care location replacing closing location,
- Increase patients for new walk-in orthopedic urgent care location
On June 1, our client was scheduled to close one of their two walk-in orthopedic urgent care locations, and replace the closed location with a different walk-in orthopedic urgent care location.
At the beginning of May, our client reached out to our digital marketing team requesting a digital marketing campaign. This campaign aimed to bring awareness of the pending closing location, as well as to bring awareness of the location that would be opening soon.
With these two campaign objectives in mind, we created 3 unique ad campaigns to achieve the results our client was looking for.
Campaign to Increase Awareness of Relocation
The first campaign was a Facebook advertising campaign that aimed to increase awareness of the walk-in orthopedic urgent care being relocated.
With the relocation taking effect on June 1, our client wanted this campaign to run from May 14 - May 31.
Campaign to Increase Awareness and Patients for Newly Opened Location
On June 1, our campaign focus would shift from raising awareness of the relocation, and instead focus on increasing awareness for the newly opened location, in turn growing patients for our client's walk-in orthopedic urgent care. Our client wanted this second phase campaign to run from June 1 - June 30.
Campaign to Increase Patients for Walk-in Orthopedic Urgent Care
Concurrent with the above Facebook advertising campaigns, our digital marketing specialists also developed and launched a Google AdWords paid search ad campaign.
This paid search ad campaign would run from May 14 - June 30, with specific location information being changed to reflect the June 1 relocation. This third campaign aimed to increase walk-in orthopedic urgent care patients by showing ads to people within our client's service region who searched for urgent care related keywords.
Digital Marketing Case Studies: Brand Awareness Growth from Campaigns
Brand awareness growth was one of the major campaign objectives for our client. Our Facebook and Google AdWords paid search campaigns were highly successful at achieving brand awareness growth.
18,000+ Potential Patients Reached in Just 17 Days
Our digital marketing campaigns successfully increased brand awareness for the walk-in orthopedic urgent care office relocation. This is evidenced by the first phase of our Facebook advertising campaign being seen by 18,308 people within our client's service region over the course of just 17 days.
The second phase of our Facebook advertising campaign, which aimed to increase brand awareness for the walk-in orthopedic urgent care location that opened on June 1, was seen by 55,634 potential patients within our client's service region in June 1 to June 30.
For the duration of the ad campaigns, our campaigns generated the following brand awareness growth results:
May 14 - June 30
239,743 Impressions
(Number of Times Ads Were Shown to People)
Digital Marketing Case Studies: Traffic Growth from Campaigns
Both Facebook advertising campaigns and the Google AdWords paid search campaign directed potential patients to a page on our client's website with important information about our client's walk-in orthopedic urgent care. This page included directions and phone numbers to both walk-in orthopedic urgent care locations, as well as hours of operation and service information. Because these campaigns promoted a walk-in service that does not accept appointments, traffic to this page was significant for measuring campaign success.
Month-to-Month Traffic Growth
Our client experienced a 59% increase in visitors to the walk-in orthopedic urgent care page in June 1-30 (the month when the new location ads ran) compared to May 1-30 (an equal time frame from the previous month). This is evidence of success from our ad campaigns in terms of month-to-month growth for potential walk-in patients.
Year-to-Year Traffic Growth
In a year-to-year comparison, our client also experienced a 39% increase in visitors to the walk-in orthopedic urgent care service page. This is evidence of success from our ad campaigns in terms of year-to-year growth for potential walk-in patients.
Traffic Growth During Campaign Compared to Previous Period
When comparing the entire time period that our ad campaigns ran (May 14 - June 30) compared to the previous period immediately before our campaigns ran (March 27 - May 13), our client saw a 117% increase in visitors to the walk-in orthopedic urgent care service page.This is evidence of success from our ad campaigns in terms of growth for potential walk-in patients.
Record High Traffic to Advertised Service Page
The below chart details visitors to our client's walk-in orthopedic urgent care service page. This chart highlights visitors to this page from the first month since website launch (November 2014) to June 2018, the full month where our walk-in orthopedic urgent care ad campaigns ran.
In June 2018, the full month when our ad campaigns were running, our client experienced an all time high for monthly visitors to the walk-in orthopedic urgent care service page.
This record high traffic during the full month when our ad campaigns were active is evidence of success from our ad campaigns.
Digital Marketing Case Studies: Confirmed Record High for Most Patients in a Month
Traffic growth and brand awareness growth are positive indicators for campaign performance. However, brand awareness growth and traffic growth are insignificant if this growth doesn't translate to actual business growth; in this case, an increase in patients.
After discussing campaign performance results with our client, we asked our client if data on our end matched up with patient growth on the client side. Our client confirmed that they did experience growth in patients for their walk-in orthopedic urgent care during the course of our ad campaigns.
Our client confirmed that June 2018 (the full month that our ad campaigns ran) set an all time high for walk-in orthopedic urgent care patients in a single month.
Choose a Digital Marketing Partner Who Has Proven Results. Partner With ACS Web Design and SEO
The digital marketing strategy we implemented for our medical practice client was custom based on our client's unique campaign goals. The channels and targeting for these campaigns were based on our team's thorough understanding of our client's business, as well as extensive research.
Whatever your goals, the digital marketing team at ACS Web Design and SEO has the experience, flexibility and creativity to achieve your objectives.
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