Is your healthcare advertising driving revenue?
Connecting with new clients is such a challenge, isn’t it? You know that they’re out there. You know that they need your help. And you know that your business is the precise solution they need to solve their problems. But actually making that connection can be so difficult.
This is one of the most common issues our new clients bring to us. They want to know, “How can I efficiently and cost effectively reach more people?”
Such was the case with our friends at Audiology Associates of Deerfield, an independently owned and operated audiology practice located in Deerfield, IL.
We’ve been lucky enough to know these folks for a long time. They’ve built a successful business and run an incredible practice that’s sincerely dedicated to serving the hearing care needs of their community. But they weren’t reaching enough of the people they needed to, and came to us seeking direction.
This is how we helped them tackle their problem, and helped them 6X their investment.
Capturing the right people at the right time with your healthcare advertising
Audiology Associates of Deerfield were having trouble achieving their marketing goals. Despite their efforts, they just weren’t reaching enough patient opportunities.
More to the point, they weren’t reaching the right type of patient opportunities — the kind of patient prospects who were ready to finally take control of their hearing health.
Like a lot of businesses, too many of their patient prospects weren’t yet in the decision making phase. There were a lot of people with vague interest. Information seekers. And a lot of price shoppers.
Now, to be clear, all of these prospects matter, too, but they require a different approach. Really great content, like blogs and email newsletters, and pricing materials can help these folks feel more informed and prepared to make a decision about their hearing health.
Getting in front of decision makers is a totally different strategy.
And while the Deerfield team knew that paid search advertising, specifically Google Ads, were worth considering, they were skeptical. Their previous experiences with Google Ads added up to a lot of investment, but very little return.
They were gracious enough to let us review their old campaigns, and when we did we discovered the issue: templated, generalized campaigns that were designed to provide general awareness vs. target motivated consumers.
These templated campaigns resulted in fewer appointments, less revenue, and poor management of their budget.
We felt confident that by creating custom, relevant, and actionable Google Ads campaigns, we could engage more of the right type of prospect and help them achieve the following goals:
- Run effective campaigns on a limited budget
- Reach more motivated patient prospects
- Earn a better return on their investment
- Drive revenue through hearing aid sales
Custom campaigns help you get in front of the right audience
After meeting with the Deerfield team, getting a clear understanding of their goals, and reviewing the challenges they’ve faced in prior Google Ad campaigns, the Formada team got to work.
Despite their long standing desire to drive more patients to the practice and increase their hearing aid fittings, their past campaigns were not customized to their goals.
The Formada team, conversely, developed a highly-customized campaign designed to allocate their budget more efficiently, target folks deeper in the decision making process, and increase conversions.
Formada helped Deerfield achieve their goals by:
- Building custom landing pages designed to drive conversions
- Focusing on keywords and queries most valuable to motivated consumers
- Making weekly campaign optimization to drive better results, including fine-tuning keywords, targeting, and ad copy
Healthcare advertising results: What custom Google Ad campaigns can do for your business
It’s fair to be skeptical of Google Ads, however, with a strategy designed to support your goals and target your ideal customer, you can yield incredible results.
This is what Audiology Associates of Deerfield were able to achieve.
- Clicks increased by 176%
- Click-Through Rate is up 26%
- Cost Per Click is down 44%
- Year-To-Date Revenue: $91k (based on $15k budget)
- 6x Return On Ad Spend on paid campaigns
These results are amazing. And they’re absolutely achievable when you have the right strategy and support.
Our Paid Media specialists did such a great job with the execution of this campaign, there’s no doubt about that, but I believe that was possible because of how well they listened to the Deerfield team. They were invested in their success, and through their collaboration, they were able to develop a winning strategy that created a 6X return on their investment!
6x your marketing investment: A summary
Some tactics are worth revisiting
Not every tactic is going to be essential to your marketing strategy, but when your business has a specific goal, sometimes it’s worth revisiting a tactic and seeing if it can be used in a different way.
In this instance, Deerfield was skeptical of Google Ads, but wanted to hear our strategy before saying no. Props to them for being so open minded throughout this process.
Focus on the customers who are ready to make a purchasing decision
One of the reasons that Deerfield’s prior experience with Google Ads was a less than successful one, was because they’re previous campaigns were too general in focus.
With Formada’s help and experience, we were able to focus on keywords and messaging that connected with motivated consumers who were interested in taking the next step for their hearing health.
Even “modest” budgets can produce an impressive ROI
By focusing on specific, deep funnel keywords and messaging, custom landing pages, and continuous, data-driven campaign optimization, Deerfield was able to connect with more patients and earn incredible results from their campaign, including a 6X return on their ad spend! That’s what healthcare advertising should do for you!
I sincerely want every healthcare and medical-based organization to experience this level of success. Your healthcare organization deserves its own custom strategy, one that gives you the results you need to GROW.
Aren’t you ready to work with a team that actually cares about your goals? That’s precisely who we are. And we’d love to help you achieve your financial goals through high effective marketing strategies and campaigns.