CASE STUDY: NORTON HEALTHCARE

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1 CASE STUDY: NORTON HEALTHCARE Premier Health Care Network Decreases CPC by 69%, Increasing Goal Completion by 96% singlethrow.com

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3 SINGLETHROW.COM INTRODUCTION Norton Healthcare has a 130 plus year history providing care to Louisville, Kentucky and the surrounding counties. Norton Healthcare treats more than 400,000 patients each year through the network s five hospitals, and over 200 adult and pediatric primary, immediate and specialty treatment locations. Yet Norton s dedication to supplying world-class healthcare to hundreds of thousands of its fellow community members only begins to tell the story of its commitment to the people it serves. Norton Healthcare is Louisville, Kentucky s third largest private employer. What s more, in 2016, Healthiest Employers, an expert resource on corporate health data in the industry, named Norton the seventh healthiest place to work in the United States of America.

4 SINGLETHROW.COM CHALLENGE The technology powering many healthcare network websites present, though unintentionally, a host of sophisticated marketing obstacles, such as a limited ability to track and report on marketing success. Yet despite such barriers, stakeholders still require these websites to generate and report accurately on the acquisition of new patients. Historically, Norton s Pay-Per-Click (PPC) campaigns measured impressions, clicks and click-thru rates. While all critical metrics to follow, these data points alone do not report on the effectiveness of matching consumer intent with the ad journey, nor inform on actual patient acquisition after a buyer were to click an ad. As importantly, a new campaign focus needed to address two additional concerns, both of which are built-in to any PPC ambition, big or small. For example: Norton planned to pursue fiercely competitive cancer, immediate care and children s hospital keywords. Budget therefore was always a factor and could not afford to be poorly pledged to the undertaking. Norton s network of providers and physicians approaches 3,000. With such an abundance of influencers committed to patient acquisition, having constant stakeholder approval was as critical as was any other campaign priority.

5 SINGLETHROW.COM THE PLAN To become a digital authority, a search environment needed to be implemented that didn t just rely on a searcher encountering a Norton PPC ad. Rather, the searcher s path needed to align with a personalized journey and ad messaging that adapted granularly to the choices the consumer was preparing to make with their health or that of a loved one s. Knowing that the website platform would not allow for the build-out of landing, nor confirmation (i.e., Thank You ) pages, Single Throw focused on conversions in other ways. Specifically, the plan would call for improving not only how conversions are captured and reported on, but also what actions taken by digital consumers constituted a conversion. By adding a variety of conversion mile markers that a consumer could choose among, the campaign was positioned to improve not only the reporting campaigning yielded, but also the quantity of ways with which a consumer could be placed into the conversion funnel.

6 SINGLETHROW.COM EXECUTION To satisfy the expectations of nearly 3,000 Norton stakeholders, but also overcome a host of technological limitations, the new PPC strategy included: eliminating spending on clicks for branding-related searches in an effort to prevent wasting budget on the consumers already familiar with the healthcare system. Likewise, competition was not bidding on Norton branding terms at time of launch, targeting long-tail keywords, such as colon cancer treatments and screening for lung cancer, as a means to include an effort to match the intentions of the consumer with the ad anatomy. Doing so restricted budget focus to the decision-making search queries,

7 SINGLETHROW.COM EXECUTION (continued) adapting page real estate to include Calls-to-Action (CTA s), consisting of event tracked buttons, telephone numbers and anchor text that each channeled consumers toward the personalized goal they set for their search at the start of their journey,

8 SINGLETHROW.COM EXECUTION (continued) adding additional intent matching goal tracking to intent-based pages, including treatment-, screening-, and doctor-specific pages. Also implemented were call tracking numbers used to measure and record the quantity and geography of visitors consuming intent-based content, monitoring the use of negative keywords to prevent spending on low-value queries. Phrases such as, colon cancer, lung cancer and natural remedies, which may be included in ad groups, but by themselves were too broad, were carefully excluded to prevent spending on clicks unlikely to become new Norton patients,

9 SINGLETHROW.COM EXECUTION (continued) implementing dayparting to control the times and days Norton s ads would be shown, based on analysis of the times and days driving the highest search volume, and; creating AdWords rulesets that prevented CPC from outpacing ROI per keyword. Because there were many vested parties, Single Throw and the Norton marketing team agreed to a phase-based rollout. In deploying campaigns accordingly, Single Throw was able to prove early ROI to leadership and other key stakeholders, which earned the program the credibility it later required to launch additional, more ambitious specialty area campaigns.

10 SINGLETHROW.COM RESULTS CANCER The following data represents Norton s Cancer campaigns six months after launch. Goals 51% Increase 51% increase in the number of consumers scheduling an appointment, finding a Doctor, taking a risk assessment, and calling the Hospital. Cost Per Click 71% Decrease Cost Per Click (CPC) decreased by 71%.

11 SINGLETHROW.COM RESULTS CHILDREN S HOSPITAL The following data represents Norton s Children s Hospital campaigns six months after launch. Goals 111% Increase 111% increase in the number of consumers completing a defined goal, such as, Find a Doctor, Call to schedule... Cost Per Click 73% Decrease Cost Per Click (CPC) decreased by 73%.

12 SINGLETHROW.COM RESULTS IMMEDIATE CARE The following data represents Norton s Immediate Care campaigns six months after launch. Goals 126% Increase 126% increase in consumers looking to find a location, find a Doctor, schedule an appointment and/or call an Immediate Care Center. Cost Per Click 62% Decrease Cost Per Click (CPC) decreased by 62%.

13 SINGLETHROW.COM CONCLUSIONS In order to position Norton as the healthcare network authority among Kentucky and Southern Indiana digital consumers, Single Throw needed to break free of the restrictions common among healthcare website platforms that are extremely rich in content, but particularly limited in marketing brawn. While previous endeavors had Norton stalled in data that highlighted the visibility of an ad, and not its potential to create consumer momentum, Single Throw and Norton s marketing team concentrated on campaign accountability. Therefore the efforts applied centered on enhancing Norton s Quality Score, decreasing CPC and ultimately proving ROI. Achieving these ambitions required that we dealt in creative and granular event and goal tracking, as well as UX improvements, matching consumer intentions with the ad journey and critical, ongoing CRO monitoring. When coalesced with sophisticated geo-fencing and time-sensitive strategies closely aligned with the consumer s lifestyle, Norton finally began to elevate it s PPC performance, reduce spending and reliably increase ROI.

14 Want to gain more insight into your digital marketing strategy? Feel free to talk to someone about Single Throw s services, solutions and offerings at or singlethrow.com.