Healthcare Case Study - Marketing Assessment

Evaluate Marketing Programs and Provide Detailed Recommendations and Plan for Growth

Situation Overview

Key Objectives

Hospital Entrance

Client Overview

MSO network of three oncology practices

Client with 3 practice locations all branded separately was purchased by current Private Equity firm in 2018. A local marketing agency was dropped by the CEO in 2019. The client brought in a new digital marketing firm in late 2019 but the performance was lackluster and we were brought in to evaluate the current situation and make recommendations.

Project Overview

SCALE Marketing conducted a comprehensive and in-depth assessment of existing marketing programs and opportunities resulting in a strategic marketing plan with prescriptive solutions, executable tactics, and robust processes for optimizing and tracking campaign performance.

Evaluate Marketing Performance

Create Marketing Plan and Select Solution Partners

Marketing Assessment Project Scope

Online Reputation Management

SCALE Marketing’s assessment included a comprehensive evaluation of digital, traditional, and local marketing channels. It also reviewed and redesigned processes for campaign optimization, lead management,
and marketing analytics.

Optimal Website Design

Search Engine Optimization

Content Strategy

Directory Listings Optimization

Online Reputation Management

Social Media

Keyword Analysis

Social Display

Referrals

Mail, Print, Broadcast, Outdoor Advertising

Local Outreach

Call Routing & Handling

Online Form Management

Attribution Tracking

Lead Conversion

Cost per Aquisition

Patient Retention and LTV

Lead Funnel Integration

Programmatic Ad Bidding

Marketing Automation

Performance Evaluation

The comprehensive analysis of leads from attribution through conversion and revenue over time revealed:

Marketing Program Recommendations

The outcome was a holistic plan to optimize and leverage marketing components in concert with
new management systems and processes to drive cost effective new patient growth.

Web Design/Development

Redesign corporate website and build new microsites for practice locations focusing on patients, their caregivers, and referring clinicians. Practice sites are primarily for lead-generation and must be designed, structured, and coded for SEO and conversion to leads.

SEO Management

Optimize and regularly monitor websites for SEO performance within their defined geographic trade area including SERP rankings and site visit metrics. Fully leverage title tags, key word structuring, link building as well as other components including Directories, Content, Social Media, and Reputation management.

Paid Search Management

Manage Google AdWords and other paid media accounts. Optimize cost-per-acquisition using matchback to patient records. Continuously manage keyword research and selection, landing page identification, bid management, and creative testing.

Content Development

Identify and create content including evergreen and regularly published educational, and social messaging to support SEO and drive conversion (lead-gen). Include video, infographic, and other media types which can be repurposed on website, social media, patient newsletters and printed collateral.

Social Media Management

Increase brand awareness and visibility across key professional (LinkedIn) and consumer (Facebook) social channels in concert with Content Development plan. Communicate brand voice as a trusted authority and provider of care. Build community of followers and engage through publishing and by responding to comments.

Online Reputation Management

Increase volume and average rating of practice reviews on Google My Business, Facebook and Yelp. Use best practices for authenticity and incorporate review monitoring and follow-up including on-line responses.

Online Directory Management

List, monitor and maintain practice profiles on all major directories including Google My Business, Facebook, Yelp and others including major provider and insurance plan directories.

Lead Tracking

Set-up tracking methodology for all in-bound and outbound customer lead interactions. Leverage lead attribution and outcomes from tracking data to manage marketing mix and optimize campaign performance.

Data Management & Analytics

Use integration to 3rd-party systems as needed to enable marketing automation and aggregate reporting. Match tracking data to patient census to track true acquisition cost and life-time value.

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