Situation
A multi-location anxiety practice offering DBT, CBT, and IOP programs in NYC and surrounding cities was struggling with ineffective campaigns. Their PPC efforts were yielding little returns. In addition, they faced:
- High marketing costs with poor lead quality
- No meaningful reporting
- SEO and website issues that hindered organic traffic and patient inquiries
A newly appointed COO reached out to Evolve after realizing that their existing agency was delivering poor results with little transparency.
Solution
Evolve stepped in to perform an audit, which confirmed the challenges—the anxiety therapy practice was yielding a staggering $791 cost per conversion with a .37% conversion rate, well below the industry standard of 3.36% at a $78.09 cost per conversion. We implemented a structured, data-driven strategy to overhaul its digital marketing efforts.
Website – Address Immediate Issues
- Set up GA4 – We implemented Google Analytics 4 (GA4) to determine site conversion rate and optimization opportunities. By analyzing website traffic and user interactions, we assessed how well the site converted visitors into leads and identified areas for improvement.
- Address HIPAA compliance – To ensure all digital processes aligned with healthcare regulations, we made necessary adjustments to maintain data security and patient confidentiality, such as upgrading to HIPAA-compliant forms.
- Basic technical SEO fixes – We resolved site speed issues, fixed broken links, and improved overall site health to enhance search visibility and user experience.
Google PPC Campaign Restructured – 4-Month Pilot Program
- New strategy, targeting, ads, and landing pages – We restructured ad campaigns with precise targeting, refreshed ad copy, and optimized landing pages to increase conversion rates.
- Call attribution software – Evolve implemented call tracking to measure phone call conversions, providing insights into which ads and keywords were driving actual patient inquiries.
- Advanced reporting & analytics – Our team established a comprehensive reporting system to give leadership real-time visibility into campaign performance, allowing for data-driven adjustments and better budget allocation.
Intake Process “Testing” & Review – Improve Front Desk Conversion Rate
- Review intake phone calls – We analyzed recorded intake calls to assess response times, quality of interactions, and any gaps in the patient scheduling process.
- Recommendations to outsource intake – Based on our findings, we recommended outsourcing intake calls to a dedicated team to improve efficiency and ensure no potential patient inquiries were lost.
- Recommendation for onboarding process (Calls, Text, Email) – We introduced a multi-channel approach to onboarding, incorporating calls, text messaging, and emails to improve patient engagement and follow-up rates.
Results
- Monthly leads increased from 16 to 70-80, a fourfold improvement for each location
- Ad spend reduced by 30%, making marketing efforts significantly more cost-effective
- Higher-quality leads resulted in better patient engagement and reduced wasted time for the intake team
- Transparent, real-time reporting allowed leadership to make data-driven decisions
Conclusion
By restructuring digital marketing, improving lead management, and enhancing transparency, Evolve Healthcare Marketing turned an underperforming strategy into a high-performing patient acquisition system. The multi-location anxiety therapy practice now has a scalable marketing approach that supports continued growth and allows them to reach more individuals needing their specialized services.
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