A leading national healthcare network was interested in additional ways to drive awareness for its Access to Care Program service lines. The Access to Care Program included a suite of healthcare solutions that allowed patients to schedule and receive care when and where they need it. The healthcare network needed a more in-depth, sophisticated way to track behavior to understand which sources drove the most conversions at the lowest cost.
Our client previously worked with a large digital agency that insisted deeper tracking of the patient’s journey through third-party platforms (specifically appointment setting platforms) wasn’t possible. And they didn’t want to take that no for an answer, so they called us.
Before we could implement tracking across the user journey, we first had to make sure the journey was optimized for the patient. We discovered the current Access to Care websites were hard to navigate, which caused users to leave the site before making an appointment.
So, we developed comprehensive landing pages that featured all Access to Care programs (urgent care, primary care, and virtual care) and had a simplified user journey. These landing pages were designed to drive a user to schedule an appointment, as such clear and direct calls-to-action (CTA) were placed in key locations. These also helped patients easily and quickly find the care they needed.
Eventually, we evolved the scheduling CTAs into interactive modals that allowed users to see their selected doctor along with appointment availability broken down by date and time, including Children’s and Maternity hospitals.
Additionally, we integrated a call tracking tool that provided insights into user behavior and effectiveness across specific marketing sources. During the implementation of the tool, we discovered HIPAA issues with their previous call tracking vendor. We quickly conducted an in-depth audit to identify areas where personally identifiable information (PII) was potentially at risk and corrected all issues before any patient data was lost or mishandled.
Our initial work culminated in a measurement program that tracked patients’ behaviors throughout their time on the site, which offered 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.
The client was so delighted with our work and the new insights it provided, they awarded us additional work. They wanted us to consolidate all of their paid media efforts, which were previously managed by each individual hospital. We centralized all of their paid media campaign into a more cohesive national approach. This effort included the development of landing pages for the campaign, management of paid media and client-training.
We love the challenges and rewards that come with healthcare marketing – and we’d love to work together and help you hit your goals.
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