Cape Regional Medical Group

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CASE STUDY

Cape Regional Medical Group

Leveraging Digital Media to Scale the Interactive Landscape and Accelerate New Patient Volume.

Healthcare strategists working with group and multi-specialty practices are on the hot seat today to prove value, demonstrate results and embrace new pathways to communicate with target audiences whether they represent current patients or potential prospects.

Using Digital Marketing to Drive Value in Orthopedics

This case study profiles a successful digital marketing strategy for a large orthopedic practice owned by Cape Regional Health System and affiliated with PENN Medicine that drove new patient volume, increased profitable market share gains and captured a high ROI.

For the physician group, the most important aspect of the campaign was to generate the right patient traffic to unique consumer focused landing pages and capture a higher than average rate of return in converting those consumers into targeted leads from a business development perspective.

The unique multichannel digital campaign was called “For a Healthier Life”, and by allocating 80% of the total advertising budget to specific digital channels the campaign drove above average results in:

• Consumer Impressions

• Online Engagement

• Patient Appointments

• Request for Online Appointments

• Overall Market Share   

The Three Keys to Success

• Marketing Strategy- the overall objective was to launch a targeted digital advertising campaign in a highly competitive marketplace in support of the strategic business development goals of the practices by capturing and converting new patients through search, social and display channels, building online brand equity and implementing proven digital engagement practices.

• Multichannel Digital Tactics-utilizing a digital first media mentality to reach the market selected digital strategies were launched best defined as reaching the consumer at the bottom of the marketing funnel.  With that in mind 65% of the budget was allocated to search/mobile, 20% to social media and the balance was utilized on local media display networks.

• Unique Engagement Strategies-blending unique messaging, broad based branding, specific call to action approaches and interactive engagement campaigns the strategy was able to capture a large base of consumer interest.