Case Study Regional Cancer Hospital

Connecting patients who need care with the very best people to give it.

4

Awards won

200+

In increased traffic

87%

Increase in phone calls for key service pages

Strategy
Paid
SEO
Creative
UX Design
Conversion Optimization
Website Development

The Situation

Adept developed a great relationship and partnership with the marketing team at a top regional healthcare institution in 2014. Approximately one year after engaging with their team and driving results via digital, we received a call from the marketing team that was responsible for one of their largest service lines. This team, responsible for all cancer-related services, had heard about Adept’s work and wanted to engage us as well. Their goal was focused on increasing patient lead volume for a variety of cancer treatment services utilizing a holistic approach that incorporated paid media, organic search optimization, conversion optimization and UX experience.

The Transformation

Their goal was focused on increasing patient lead volume for a variety of cancer treatment services utilizing a holistic approach that incorporated paid media, organic search optimization, conversion optimization and UX experience.

The Work

Initially, our work focused on increasing traffic to the cancer-specific website with the goal of increasing patient leads. Shortly after campaign launch, we saw significant growth in traffic and conversions using a mix of paid search, organic search and content strategy. As traffic grew, Adept developed a user testing plan to gain insights into how the site could better serve its audience segments. This research, in addition to specific business needs of our client, identified a significant opportunity to redesign the UX experience to better align with the needs of its users and further increase conversion rate. Following the site redesign launch, a conversion optimization program was developed to continue an iterative test-and-learn process to consistently increase performance.

The Issues We Solved.

Our team partnered with our client to achieve their goals.

The hospital was facing significant increased competition in brand awareness both regionally and nationally, especially in the areas of research, clinical trials and treatment outcomes.

A new creative brand platform had been launched in the market and needed to be infused into digital marketing channels.

Driving new patient acquisition through digital channels like paid media and SEO represented a significant new opportunity for revenue growth to the hospital.

Multiple opportunities existed to improve internal reporting and analytics throughout the health care system in relation to onsite traffic and engagement, SEO performance and other key metrics.

The website needed to be redesigned to provide better user experience reflective of the brand, as well as focus on four primary user groups and elevate content more effectively.

Ongoing SEO with an emphasis on localized search represented new areas for growth as the hospital began to further expand and offer more services in new locations.

Real Results