Case Study: Paid Search + St. Francis Regional Medical Center
Driving brand awareness and surgery consultations
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:
NordicClick took a two-fold approach, leveraging the Google Display and Search Networks for their unique targeting strengths. Specifically:
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.
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:
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.