Vein Care Center Triples Patient Appointments Through SEM

Learn how a nationwide healthcare center grows its business through patient education, build brand and disease awareness through search marketing.

PROJECT OVERVIEW

USA Vein Clinics offer EVLT (Endovenous Laser Therapy), a minimally invasive treatment for vein disease. As more competitors entered the market, USA Vein Clinics started looking at ways to differentiate and distinguish themselves as a brand. They sourced my expertise to help them gain brand visibility in an overcrowded market.

PROJECT TYPE

SEO (Search Engine Optimization)

Inbound marketing

PROJECT SKILLS

UX development, SEO

Blogging, social media marketing

TECHNOLOGY STACK

WordPress, HubSpot

SEMrush, Hootsuite

usavc-final-mockup

CHALLENGES

A common challenge in the medical field is patient misconceptions. This is often related to treatment, but for USA Vein Clinics, the concern centered around the misconceptions about the disease itself. A majority of patients believed the symptoms of vein disease to be a normal part of aging or genetics. This simply is not true, and education was needed to dispel the myths that were prevalent among this large group of people. A SEMrush marketing and competitive analysis was utilized to guide smart campaign performance goals against a good competitive baseline. The results of the website and content review revealed limitations in patient experience, inconsistency in messaging, and leaks in the website conversion funnel. We made sure to capture these missed opportunities in USA Vein Clinics’ new search marketing strategy.

SOLUTION

Most competitors promoted EVLT as a cosmetic procedure with some secondary health benefits. I positioned USA Vein Clinics as a healthcare brand that offered preventative care. This unique approach to branding focused on healthy lifestyle behaviors to improve quality of life. HubSpot was used to drive patient-facing communications campaigns. To incorporate this new value-based approach to patient care, I conducted a series of training workshops with the clinic’s call centers team. 


A Patient-Centric Digital Experience

The patient journey was mapped to the website experience, which resulted in turning website traffic into inquiries. The new brand offered patients an educational and attractive digital experience at their fingertips.

  • A new appointment scheduling app enabled patients to schedule online appointments and get in touch with members of the care team
  • To improve conversion, we used HubSpot’s content personalization features to match patients with the right landing page, marketing channel, or paid search campaign at the most appropriate phase of their journey
  • An FAQ page on the website answered patients’ most frequently asked questions and boosted Google search engine rankings


Patient Education Blog

A list of popular topics for a vein care blog were collected using Buzzsumo. The new blog focused on patient-driven search queries and published content about preventative care, as well as tips for a healthy and active lifestyle. In addition to patient education content the clinic's physician conducted weekly webinars to appear personal and approachable; in addition, we wanted feedback about the quality of care offered by the clinic.


Building a Credible Brand Reputation

 A #ILoveUSAVeinClinics hashtag was used by patients to share their experiences on Instagram and Facebook. This campaign resulted in many patients sharing heartwarming stories and experiences, which helped to enhance USA Vein Clinics credibility.

The Google Business Manager account was optimized, and more patient reviews helped the brand gain visibility through improved search engine rankings. These reviews also built trust in the brand, as real patients confirmed the message of USA Vein Clinics—that they are credible, professional, and that they care!

Vein Care Center Triples Patient Appointments Through SEM
usa-vein-clinics-social-media

RESULTS

  • 32% increase in patient appointments
  • 65% increase in organic visits to the website
  • 60% quality score for Google Ad campaigns

KEY TAKEAWAYS

  • SEO is all about content, but without a brand positioning statement, you can’t define your content strategy
  • Integrated marketing works by combining various marketing tactics to reach your target audience, taking into consideration the various phases of the user journey
  • When it comes to local search rankings on Google, don't underestimate the power of Google Business Manager for your healthcare practice

Let's Connect

Want to achieve double-digital growth? Let's get to work!


Created with passion by ZB 2020 ©