Overview:

This regional medical practice provides comprehensive care for everything from skin disorders and acne, to cancer reconstruction and hand surgery. Ding was initially tapped to develop the practice's brand identity. Subsequently, we were asked to create a marketing campaign to elevate the practice's awareness among patients and referring physicians. An online search campaign was instrumental to the campaign's success.

Goals:

• Create a cost-effective online search campaign that competes in Northern Nevada’s extremely crowded dermatology and plastic surgery category
• Elevate awareness of the practice through a focused online pay per click (PPC) campaign
• Campaign must generate click-throughs, new-patient inquiry and appointments

Outcomes:

• The practice's website registered a 50% growth in visits after first day of campaign break – overall traffic to site grew by 200%
• Average ad position is 2.2 – quite strong
• Click-through rate averages 1.53 (a CTR of 1 is considered commendable)
• Bounce rate is extremely low – target is finding what they are searching for, which means ad dollars are not being wasted on erroneous clicks
• All conversion metrics (click-throughs, new-patient inquiry and appointments) have been met – campaign has paid for itself
• Consistent search has improved the practice's Google map ranking