Case Study: Paid Search + St. Francis Regional Medical Center

Local healthcare client St. Francis Regional Medical Center wanted to raise awareness of an up-and-coming service offering: plastic surgery. Concerned about the lack of awareness of the offering and the productivity of their newly appointed plastic surgeon, St. Francis turned to NordicClick to help grow this area of their business.

Working together to devise a digital strategy, the team faced the following obstacles:

• Low search volume for plastic surgery-related terms in the local area St. Francis serves
• Compliance with strict advertising policies due to the sensitive nature of the service
• Low organic search rankings for plastic surgery-related keywords, increasing the need to rely on paid search advertising efforts
• Small advertising budget

+56% Increase in Plastic Surgeon Productivity in 3 Months

This paid media strategy helped raise awareness for St. Francis and boosted the plastic surgeon’s productivity almost instantaneously. In just 3 months, the client experienced:

• A 56% increase in plastic surgeon productivity, measured by initial consultations and surgery cases
• 2 million viewable impressions across Display Ads and 8.2K impressions in Search promoting the new service and surgeon
• 7% more Organic traffic to the Plastic Surgery services page – clearly demonstrating digital efforts positively impacting other channels
• A 17% increase in Organic impressions for “plastic surgery” related terms

New Organic search visibility for queries for the client’s clinic + plastic surgery terms

And over the course of 6 months, St. Francis’ plastic surgery cases grew 94% YoY!

News of the campaign’s success sparked interest across the clinic’s leadership team, leading to further expansion of more service-based digital advertising for Pediatric Therapy, Family Birth Place, and Gastroenterology.