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Project Overview

Camelback Medical Center is an Equal Employment Opportunity (EEO) hospital with its operational base in Phoenix Arizona that has a focus on the delivery of pain management, physiotherapy, and chiropractic services. Such a clinic will empower patients with all the possible treatment outcomes for their ailments.

The Challenge

The problem Camelback Medical Center encountered was that the medical center was struggling to get more bookings from patients and site visitors from ads on the web. The clinic also failed to identify the right audience hence the low conversion rate and improper utilization of the advertising expense. Besides, the local competition was high and so required a more concerted effort in marketing their specialized service offerings.

The Solution

In these regards, a strategic approach to pay-per-click (PPC) advertising was adopted in order to solve these problems. The solution involved several key components:

  • PPC Strategy Development: A focus was put on the PPC approach with our main keywords being tightly connected to pain management, physical therapy, and chiropractic services, as all our clients are. This approach was expected to target the users who are looking for these services.
  • Targeted Ad Campaigns: Specific advertisements were created using specific ad themes that were needed to convey the message of the benefits of the different services offered by the clinic. This meant that any persons who were interested in the services provided by the hospitals were in a position to get the right information that would suit them.
  • Geo-Targeting Implementation: Specific targeting was used with the aim of reaching out to only the Phoenix region with advertisements. This geographical focus was useful in targeting the right local audience by effectively utilizing advertising money in a way that enhanced the quality of traffic coming to the website.
  • Conversion Tracking: Web analytic tools were used in order to measure conversion rates for the campaigns. That way there could be decisions based on the performance data with subsequent changes for better performance made continuously.

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Results and Benefits

The implementation of this comprehensive PPC strategy yielded impressive outcomes:

  • Increased Patient Bookings: More efficient methods of advertising only helped to increase patient bookings by 54% within 3 months.
  • Enhanced Click-Through Rate (CTR): The CTR increased by 38% and more of the visitors brought to the website meet concrete criteria and can be considered as ‘qualified’.
  • Reduced Cost-Per-Click (CPC): The CPC was reduced by 27%, which was a result of better keyword selection and regular ad adjustments.

Increased Brand Visibility: Having the brand more visible in the clinic increased the number of inquiries made and the number of new patients registered in the clinic in the Phoenix area.

Conclusion

The PPC campaign strategy meant for Camelback Medical Center was marked to be effective for successful bookings of patients along with enhanced performance of the overall campaign. By targeting high conversion KWs, applying geo-targeting, conversion tracking, and remarketing, the clinic got good ROI for its advertising expenses. Adopting this approach not only increased the level of patient involvement but also helped clinics to become more competitive in the saturated local demand.

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