I partnered with this brand to help them attract new patients while debunking the myth that an elderly audience isn’t engaging in the digital world.
A Website Designed for Seniors: The website was redesigned to make the patient feel valued and empowered. Some design elements that optimized the online customer experience included:
- Easy to read text with larger font size
- Imagery that captured the patient demographic
- Creatives that reflected the importance of healthy lifestyle choices and preventative care
- Clear, concise calls to action
- A newspaper-like blog
Integrating Traditional and Digital Channels: Traditional marketing channels such as radio, TV, and print already generated 75% of the patient traffic, but at a very high cost per patient acquisition. Contrary to popular belief, a marketing audit revealed that most of the USA Vascular Center’s target audience spent their time online at Bing and Facebook. So, I created an omnichannel patient experience focused on optimizing patient-facing communication on select channels. Organic and paid search Bing campaigns contributed to 20% of scheduled patient appointments. Facebook sponsored posts and lead generation ads boosted scheduled appointments by 15%. We cross-promoted our digital channels on traditional platforms to reach more patients and reduced our patient cost per acquisition by 36%.
Personalizing Patient Care: One of the main objectives of the rebranding was to humanize the brand by personalizing patient care. Elderly patients appreciated digital appointment reminders that included automated texts and emails, providing clear pre-appointment instructions. Patient appointments were always followed-up by a call from a member of the USA Vascular Centers care team. Patients were then directed to a Yelp review page, which helped the clinic get patient feedback while gaining a tremendous increase in organic search engine page rankings.