Ready To Use Cross-Channel Marketing For Your New or Established Healthcare Practice?
Every healthcare practice is unique. When starting your new business, or looking to grow your established business, The B!G IDEA Agency works with clients to develop a strategic healthcare marketing plan customized for their business that reaches potential patients. This can include traditional marketing like direct mailers or digital marketing like developing SEO content and buying targeted social media or Google Search ads.
CASE STUDY – Soma and Soul Wellness Clinic
Dr. Mary Choi, ND is a Toronto-based naturopathic doctor. She is an expert in natural weight-loss programs and metabolic nutrition for all types of health concerns. Mary’s programs put food, active participation and time management at the root of all healing. After running a very successful private home-based practice for seven years, Dr. Choi opened a bricks and mortar clinic in the east end of Toronto in 2018. Soma and Soul Wellness also offers osteopathy, acupuncture and wellness counselling through other clinicians in addition to naturopathic medicine.
In early 2019, Dr. Choi approached The B!G IDEA Agency for support. She was hoping to start driving revenue through digital marketing including social media and Google Search Ads. There are strict marketing regulations and restrictions set by the Naturopathic College that Dr. Choi needed to be mindful of but knew there was an opportunity for some new patient acquisition. Working with Dr. Choi and her team, we’re proud to be able to say our efforts helped generate dozens of potential new client leads, helped to augment current or lapsed patient appointments and increased overall awareness for the clinic.
RESULTS OVER THE FIRST 90 DAYS
New Website Visitors
Website Traffic Increase
Facebook Followers Increase
The biggest obstacle for Soma and Soul as a brand-new clinic was low general awareness, both physically and digitally, within the Toronto Beaches and East End population.
Since the clinic is a local services-based business, the biggest gap in the clinics digital footprint was that it wasn’t showing up on Google Maps. This identified that some work needed to be done on optimizing the clinic website and on the Google Business listing.
The website had also been developed without SEO in mind, which is very normal for small health services clinics. There was an incredible opportunity to facilitate more visibility for Soma and Soul through some basic SEO content.
SETTING THE FOUNDATION WITH STRONG SEO AND DIGITAL FOOTPRINT
Prior to starting any paid marketing activity, Soma and Soul would need strong digital foundations. This included:
- Conducting keyword research and developing a competitor analysis on three prominent Toronto wellness clinics
- Optimizing the website for Google visibility
- Using the SEO keyword research to build several SEO landing pages with custom keyword URLs
- Optimizing the Google Business listing and connecting the website to Google Search Console
RESULT: MORE PEOPLE WERE FINDING SOMA AND SOUL
Organic Search Results Improved Dramatically
The clinic grew from approximately 1,300 impressions in organic search results per month to 9,450 over a three-month period. Soma and Soul finally appeared as a business on Google maps for the search term ‘naturopath’. There were more than 560 new organic visitors to the website and nearly 862 organic sessions.
LEVERAGING GOOGLE & FACEBOOK ADS TO INCREASE VISIBILITY OF CLINIC AND PROGRAMS
Google Ads is a pay-to-play strategy that consistently helps to get a website to the top of organic search engine results pages. It’s also the number one way that people search and find businesses close to them. As Soma and Soul is a local, bricks and mortar business, Google Search Ads was the natural strategy to start testing digital as a source for patient acquisition. With a small budget investment, we launched several Search campaigns for the clinic’s many services, bidding on keywords such as ‘osteopath near me’ and ‘beaches osteopath’.
Facebook’s dynamic and engaging platform allowed us to showcase the clinic’s beautiful aesthetic style – both the inside of the clinic and their digital brand. Since one of the main objectives of this campaign was to build awareness, we built a general clinic ad showcasing a well-styled treatment room using Facebook Ad’s Promote A Local Business feature. With a small daily investment, the ad targeted as many people as possible within the surrounding neighbourhoods. To build more engagement and possible revenue, we also ran several paid campaigns for clinic services such as the nutrition program and the IV lounge, using custom audience targeting for each of them to reach the right potential patients.
RESULT: MORE PEOPLE WERE VISITING THE WEBSITE
Throughout the 90-day period of investing in paid marketing tactics, the campaigns generated an overall increase of 126% in website traffic, 561 new user visits and 72 patient leads.
With the foundation of good SEO and a small budget investment, Soma and Soul was able to build their local awareness and develop an increased volume of patient leads to grow their clinic. For a start-up practice like this, creating a cross-channel marketing campaign was essential for getting new patients and building awareness. Each digital marketing tactic targeted a different type of audience and helped address different marketing needs for the clinic.
Together, these tactics worked hand-in-hand to form a strong foundation for both short-term and long-term marketing and business goals that will set Soma and Soul up for success in the future.