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Case Study: Paid Search + St. Francis Regional Medical Center

Driving brand awareness and surgery consultations

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Challenge

Local healthcare client St. Francis Regional Medical Center wanted to raise awareness of an up-and-coming service offering: plastic surgery. Concerned about the lack of awareness of the offering and the productivity of their newly appointed plastic surgeon, St. Francis turned to NordicClick to help grow this area of their business.

Working together to devise a digital strategy, the team faced the following obstacles:

  • Low search volume for plastic surgery-related terms in the local area St. Francis serves
  • Compliance with strict advertising policies due to the sensitive nature of the service
  • Low organic search rankings for plastic surgery-related keywords, increasing the need to rely on paid search advertising efforts
  • Small advertising budget
healthcare professional working

Solution

NordicClick took a two-fold approach, leveraging the Google Display and Search Networks for their unique targeting strengths. Specifically:

  • Driving awareness among new audiences with Display ads targeting by zip code: in-service areas, the new surgeon’s previous practice’s zip code, and a zip code area where there is heavy competition in the Plastic/Cosmetic Surgery space.
  • Capturing existing demand with Search ads reinforced by zip code targeting, to reach people searching for this service locally and increase plastic surgery consultations.

This comprehensive mindset allowed us to take a broader look at the consumer journey. We used Display Ads to create local demand, knowing this investment was necessary to drive interest and put St. Francis’ new plastic surgery offering top-of-mind among local prospects. Simultaneously, we used Search Ads to connect with people seeking information about cosmetic surgery, layering in geographic targeting to focus the limited ad budget on the most important local areas.

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Results

+56% Increase in Plastic Surgeon Productivity in 3 Months

This paid media strategy helped raise awareness for St. Francis and boosted the plastic surgeon’s productivity almost instantaneously. In just 3 months, the client experienced:

  • A 56% increase in plastic surgeon productivity, measured by initial consultations and surgery cases
  • 2 million viewable impressions across Display Ads and 8.2K impressions in Search promoting the new service and surgeon
  • 7% more Organic traffic to the Plastic Surgery services page – clearly demonstrating digital efforts positively impacting other channels
  • A 17% increase in Organic impressions for “plastic surgery” related terms

New Organic search visibility for queries for the client’s clinic + plastic surgery terms

And over the course of 6 months, St. Francis’ plastic surgery cases grew 94% YoY!

News of the campaign’s success sparked interest across the clinic’s leadership team, leading to further expansion of more service-based digital advertising for Pediatric Therapy, Family Birth Place, and Gastroenterology.


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