Premier Health Care Network Decreases CPC by 69%, Increasing Goal Completion by 96%

Friday, Oct 06, 2017

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.

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.

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.

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