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Friday, Oct 06, 2017
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.
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,
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.
- Norton planned to pursue fiercely competitive cancer, immediate
careand children’s hospital keywords. Budget thereforewas 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
patientacquisition, having constant stakeholder approval was as critical as was any other campaign priority.
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
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
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