CASE STUDY. 180% Increase In Online Appointment Requests

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1 CASE STUDY 180% Increase In Online Appointment Requests

2 About Client The Junankar Hospital ( is in central India at Nagpur. As a small hospital they focus their marketing efforts on promoting their available treatments like piles, fissure, fistula, varicose veins, etc. at affordable value. Junankar Hospital contacted Practice Marketing to improve their online presence & branding by redesigning their website. They were also concerned how to promote available treatments in hospital and how to get patients from website. Objectives Junankar Hospital Nagpur, provides best painless piles treatment using latest technology with such a good reputation.they decided it was time to upgrade their website to reflect their offline presence to online. They wanted to be present on all digital channels and SEO being their priority. They wanted to increase the brand reach through online on all channels. Create awareness about the raising issue of hemorrhoids. Drive organic traffic to website.

3 Executive Summary Analyzed Organic Traffic Coming to the Site Homepage We increase organic traffic coming to the website homepage from product pages. We improve the following Home page traffic increased by 180% Average rankings of 20 keywords improved from 53 rd to 4 th position Overall traffic rank yields 76 more leads per month. This represents extensive growth in business.

4 Situation or Challenge Our initial meeting highlighted critical areas for improvement. Some of the biggest challenges highlighted were: Online presence did not correspond to the current standard of the business. The website s design was out of date. The website was not responsive to mobile/tablet devices. There was a low presence of calls to action. Lack of online contact form for instant inquires. The hospital s substantial expertise and experience were not effectively portrayed. The website content was not up to the mark and complete. The pages were very heavy and took time to load, with no attention to UI & UX High converting landing page

5 Patient research before appointment Nowdays patients do not blindly accept what his doctor says instead they used to go online. First, they research the terms and conditions of the hospital, the 48% of patients take over two weeks to research before booking an appointment 73% Book appointment online 61% of patients visit two or more hospital websites before converting treatments the hospital is offering. 1.People visit 2 or more website before converting According to the survey, patients spend more time on researching potential healthcare service providers and visit two or more websites before converting or booking an appointment. Your hospital website plays a crucial role to drive patients to your hospital. 2.Book appointment online It efficiently manages the hospital workflow, saves the operational cost and time as well. It offers more attendance and boosts patient s satisfaction. Userfriendly option, patients can comfortably schedule an appointment on your website. It increases the accessibility and increases the rate of getting more patients visiting your hospital. It also lowers the patient s waiting time by restricting overlying appointment.

6 Trust Although Junankar Hospital had already utilized a marketing effort that emphasized their approach of thinking about people, rather than just patients, the digital landscape and medical field can be perceived as untrustworthy, cold or even overly clinical when a personal touch is needed. By better understanding audience s path in choosing a healthcare provider, Junankar Hospital and Practice Marketing crafted a strategy that was key to addressing these challenges.

7 The Approach? Audience s Top Concerns PPC Strategy PPC ads have the ability to support all parts of our audience s journey to picking their healthcare provider. Utilizing PPC s advertising ability in identifying the audience s journey, Junankar Hospital set an ambitious goal of improving their online appointment requests by 180% based on the previous performance. In response, developed these three PPC tactics: Campaign Restructure Ad Copy Revitalization Improved Landing Page Experience

8 The Execution Campaign Restructure Overall search volume increases and each lead is more qualified due to increased search intent After establishing priority service lines with Junankar Hospital, Practice Marketing evaluated keyword coverage to ensure we were addressing all of audience s needs. Campaign restructure was focused on analyzing keywords intent to help understand our audience at every stage of the search journey. This provided the organizational roadmap for areas of PPC refinement or expansion, overall providing better control.

9 Online Reputation Management: Patient Reviews Each review posted online by a customer is a form of advertising for your business. Your name and product are exposed to readers, increasing their awareness of who you are and what you do. Online reviews cover many more businesses than other media sources ever would - including many small businesses. They can provide the kind of mass exposure that you might never be able to afford through traditional marketing channels. Reviews can also influence internet search engine results. Search engines such as Google take into account how many times your business name is mentioned in reviews.

10 Communication Package Unlike verbal conversation, online discussion is lasting and can be revisited. SMS Auto SMS Integration for appointment booking Appointment SMS Missed Appointment SMS Follow up appointment SMS Get well SMS Occasion festival Wish SMS Auto-responder for website enquiry News Letter : Appointment News Letter : Missed appointment News Letter : Follow up appointment News Letter : Get Well Soon News Letter : Good Recovery News Letter : Follow up appointment News Letter : Festival templet

11 We were looking for the marketing strategist who truly understands our Market, patient psychology and how a patient makes a decision. Since Practice Marketing exclusively works with doctors they have deeper knowledge of what critical elements must be there on the website. I really appreciate their work. - Dr. Nilesh Junankar The Result Together, the Junankar Hospital and Practice Marketing team responded to the changing digital healthcare landscape with a best strategy. By having clear objectives and priorities from Junankar Hospital, Practice Marketing restructured campaigns ensuring coverage and control, re-wrote ad copy that stood out, and served the best landing page experience. Ultimately, we were able to increase online appointment requests by 180% and overall performance by 210% by November 2017, blowing our original goals out of the water.

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