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Healthcare Marketing Solutions

Healthcare Marketing Solutions Insights

Healthcare Case Study

Marketing Assessment

Evaluate Marketing Programs and Provide Detailed Recommendations and Plan for Growth

Situation Overview

  • Client with a network of three oncology practices underwent a complete management change in 2019 under new Private Equity ownership.
  • In late 2019 the client fired their marketing agency and outsourced their website development and digital marketing to a new agency specialized in healthcare.
  • A new interim executive team was hired in 2020 by the PE firm to shore-up the business and plan for growth.
  • In March 2021, SCALE was hired to assess their marketing programs and make recommendations to support patient growth.

Key Objectives

  • Assess marketing strategy, programs, and service providers to measure performance and determine fit to meet business objectives.
  • Provide detailed recommendations to improve new patient acquisition including a project plan for execution.
  • Obtain approval for Phase II – Marketing Plan Execution.

Project Overview

SCALE Marketing conducted a comprehensive and in-depth assessment of existing marketing programs and opportunities resulting in a strategic marketing plan with prescriptive solutions, executable tactics, and robust processes for optimizing and tracking campaign performance.

Evaluate Marketing Performance

  • Collect ROI report, call logs, invoices, access to online marketing accounts
  • Conduct performance reviews with agency
  • Complete due-diligence & evaluation
  • Create framework of Client marketing needs including current status
  • Make final marketing assessment with recommendations

Create Marketing Plan and Select Solution Partners

  • Create marketing plan and program requirements
  • Identify best-fit solution partners to meet business needs
  • Evaluation and finalize selection of solution partners

Marketing Assessment Project Scope

SCALE Marketing’s assessment included a comprehensive evaluation of digital, traditional, and local marketing channels.
It also reviewed and redesigned processes for campaign optimization, lead management,
and marketing analytics.

Optimal Website Design

Search Engine Optimization

Content Strategy

Directory Listings Optimization

Online Reputation Management

Social Media

Keyword Analysis

Social Display

Referrals

Mail, Print, Broadcast, Outdoor Advertising

Local Outreach

Call Routing & Handling

Online Form Management

Attribution Tracking

Lead Conversion

Cost per Aquisition

Patient Retention and LTV

Lead Funnel Integration

Programmatic Ad Bidding

Marketing Automation

Performance Evaluation

The comprehensive analysis of leads from attribution through conversion and revenue over time revealed:

  • Poor Mix of Paid vs Organic Leads​
  • Sub-Optimal Conversion of Leads to Patient Starts​
  • High Cost Per Acquisition​

Marketing Program Recommendations

The outcome was a holistic plan to optimize and leverage marketing components in concert with new
management systems and processes to drive cost effective new patient growth.

Web Design/Development

Redesign corporate website and build new microsites for practice locations focusing on patients, their caregivers, and referring clinicians. Practice sites are primarily for lead-generation and must be designed, structured, and coded for SEO and conversion to leads.

SEO Management

Optimize and regularly monitor websites for SEO performance within their defined geographic trade area including SERP rankings and site visit metrics. Fully leverage title tags, key word structuring, link building as well as other components including Directories, Content, Social Media, and Reputation management.

Paid Search Management

Manage Google AdWords and other paid media accounts. Optimize cost-per-acquisition using matchback to patient records. Continuously manage keyword research and selection, landing page identification, bid management, and creative testing.

Content Development

Identify and create content including evergreen and regularly published educational, and social messaging to support SEO and drive conversion (lead-gen). Include video, infographic, and other media types which can be repurposed on website, social media, patient newsletters and printed collateral.

Social Media Management

Increase brand awareness and visibility across key professional (LinkedIn) and consumer (Facebook) social channels in concert with Content Development plan. Communicate brand voice as a trusted authority and provider of care. Build community of followers and engage through publishing and by responding to comments.

Online Reputation Management

Increase volume and average rating of practice reviews on Google My Business, Facebook and Yelp. Use best practices for authenticity and incorporate review monitoring and follow-up including on-line responses.

Online Directory Management

List, monitor and maintain practice profiles on all major directories including Google My Business, Facebook, Yelp and others including major provider and insurance plan directories.

Lead Tracking

Set-up tracking methodology for all in-bound and outbound customer lead interactions. Leverage lead attribution and outcomes from tracking data to manage marketing mix and optimize campaign performance.

Data Management & Analytics

Use integration to 3rd-party systems as needed to enable marketing automation and aggregate reporting. Match tracking data to patient census to track true acquisition cost and life-time value.

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