The Objective

Intuitive Health wanted to improve visibility for a network of urgent care and emergency room facilities to grow new patients to each facility.

The Solution

Organic Visibility

We implemented a dual SEO and Local Listing Management approach that would increase visibility in organic search results and Google Maps.

We performed a series of audits across each facility’s website to ensure the foundation of each site was technically sound and mobile-friendly. We worked with each group to set up Google Analytics 4 properties and set up custom events and conversions to track goals and success. Due to the sites being in the healthcare vertical, we also needed to abide by HIPAA compliance requirements.

Findings from our content and competitive audits gave us insights to develop a custom content strategy and plan for each site that enabled each one to grow their organic traffic and attract new patients.

We helped them adopt and implement SEO best practices across each site and used a team of expert writers to generate content that was then reviewed by certified medical experts before being published. Google’s higher standards of quality for medical websites means that no short cuts or AI generated content can be used. Content needed to be accurate, high quality and fit within the client’s brand standards for voice and tone.

Paid Media

We targeted patients by location, using:

• Paid Search
• Local Search Ads
• Display Advertising
• Facebook Advertising

Each campaign was monitored and frequently optimized to ensure that the messaging and ad creative resonated with people and drove new patients. Since 2021, we also successfully implemented many features such as: dynamic search ads, local search ads, video, and Performance Max campaigns to maximize budgets with highly efficient Cost Per Acquisition (CPA) costs.

Reporting

We developed a set of custom Google Looker Studio reports for each location that ingested data from a variety of data sources, such as Google Analytics, Google Business Profiles, Google Search Console, Google Ads, Facebook, and the client’s own patient volume data to generate performance insights for campaign tuning and optimization.

Website updates and paid media campaigns were closely monitored and paced to maximize investment.

The Results

The program generated an overall ROI of 2,946% in 2021 and 2,620% in 2022 across all partner sites, with some seeing as high as 4,765%. For this healthcare business we measured ROI by factoring in value of an individual patient, how many new patients arrived at each location, and the entirety of agency fees, covering both SEO and Paid Media programs.

Below is an example of organic users to one of the partner sites, showing 132% year over year growth.

There are more new locations opening in the coming years and we anticipate similar levels of growth and ROI for those locations and continued success for the program overall.