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Case Study: Access to Care Appointments Jump 30% with Awareness + Conversion Program

By jenny
March 18, 2020
Read Time: 3 minutes

Opportunity

A leading national healthcare network was looking for additional ways to drive awareness to its Access to Care service lines. Access to Care included a suite of healthcare solutions that allowed patients to schedule and receive care when and where they need it. Our client was previously working with a large digital agency who insisted that deeper tracking of the patient’s journey through third-party platforms (specifically appointment setting platforms) wasn’t possible. The national healthcare network needed a more in-depth, sophisticated way to track conversion patterns and behavior to understand which sources were driving the most conversions at the lowest cost. And they didn’t want to take no for an answer.

Solution

We created comprehensive landing pages that featured all the available Access to Care service lines (urgent care, primary care, and virtual care) and offered simple calls-to-action that enabled patients to find the care they needed.

We simplified the user experience for patients and encouraged them to take action through tactics such as embedding online scheduling into landing pages and offering scheduling links on more pages throughout the user journey. This evolved into an interactive modal that allowed users to see their selected doctor along with appointment availability broken down by date and time, including Children’s and Maternity hospitals.

We also assisted in integrating a call tracking tool that gave insights into specific marketing sources. Our team then completed an audit to identify areas where personally identifiable information (PII) was potentially at risk. 

Our work culminated in a measurement program that tracked patients’ behavior throughout their time on the site, offering insights into how patients got to a finished behavior such as scheduling an appointment or starting a virtual care consultation. For the first time, the healthcare network could measure the true effectiveness of their campaigns to attract new patients and optimize the programs accordingly.

Results

In the first four months of working with the national healthcare network, we were able to increase their total monthly scheduled face-to-face appointments by 30% across all sites of care. 

For the virtual care service line, we increased virtual visits by 37% across the network. For some regions, we saw increases as high as 65%, all within 30 days of working on the full program.

The improved tracking program provided the healthcare network’s team with greater insights into which campaigns were driving the desired behaviors. We also assisted in the centralization of marketing initiatives, from individual hospitals to a nationally aligned approach. This included managing the set up of a major paid media campaign and eventually providing detailed training sessions to prepare our client's internal team for a smooth transition of data management and analysis. All of these efforts allowed the national healthcare network to use data and insights to refine their advertising approach, maximize budget, and clearly tie behaviors to outcomes. 

If your healthcare system needs help either creating and launching or improving the measurement of an effective patient acquisition program, we'd love to talk.

About the Author
Jenny Bristow is the CEO and Co-Founder of Anvil, a digital + analytics agency in St. Louis, Missouri. Anvil focuses on creating data-driven digital strategies that help clients develop scalable, measurable digital marketing programs for clients in the healthcare, education and manufacturing space. Prior to starting Anvil, Jenny launched, grew and sold a digital agency in Seattle, Washington and worked at Amazon.com. She was named one of St. Louis Business Journal’s 30 under 30, won a Stevie Award for Female Entrepreneur of the Year in 2018 and speaks regularly at industry and local events.
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