Incorporating new brand message into multi-channel marketing campaigns, increasing new patient appointments by 75%
USA Vein Clinics discovered numerous gaps in brand awareness and patient perceptions of early vein treatment. The result of a focus group revealed that patients believed restless and achy legs were a sign of aging or pregnancy. To differentiate itself from competitor brands USA Vein Clinics used positive reinforcement and replaced images of unhealthy patients with happy people enjoying a good quality of life through preventative care, early diagnosis, and treatment. A combination of social media, blogging, and email marketing campaigns in line with the new messaging were set up in HubSpot with the aim to increase new patient appointments.
Patient-centric website design: The website was revamped to an easy-to-navigate and responsive site, and A/B testing and competitor analysis curated and strategically placed highly engaging content on the new site resulting in a 600% increase in organic traffic.
Increasing Physician involvement: Social media groups and vein care platforms increased physician-patient interaction. A new social media campaign, “#A Day in the Life of a Dr” enhanced the brand’s credibility and patient comfort with the physicians.
Patient stories on social media: A patient-focused social media campaign, “#How my life changed at USA Vein Clinics” shared patient success stories weekly on social media platforms to educate others about early diagnosis and treatment. Patient-generated content, video testimonials, and influencer marketing reached 2 million in audience with a 400% increase in social traffic.
Appointment management at patient fingertips: A mobile application for patient appointment was created so patients could easily receive and manage appointment reminders through SMS and app notifications. Patients could view and upload their medical records, tests, and insurance information through the app, reducing missed appointments by 60%.