Case Studies

American Health Imaging Uses Digital Marketing Strategy to Reach More Patients

by | Jan 5, 2021 | Case Studies

To rebound from mandatory shutdowns due to COVID-19, American Health Imaging pivoted its digital marketing strategy to reach, engage and convert patients.

Amer­i­can Health Imag­ing (AHI) is part of US Radi­ol­o­gy Spe­cial­ists, the largest out­pa­tient imag­ing provider in the coun­try. When the COVID-19 cri­sis began, AHI turned to True North Cus­tom to address con­sumer fears and reach more patients who might be delay­ing med­ical imaging.

The results of the dig­i­tal mar­ket­ing strat­e­gy are remarkable.

The Organization

Amer­i­can Health Imag­ing (AHI) is a lead­ing provider of diag­nos­tic imag­ing ser­vices in the Unit­ed States. Head­quar­tered in Atlanta, AHI owns and oper­ates diag­nos­tic imag­ing facil­i­ties across Geor­gia, Alaba­ma, Flori­da and Texas, using the high­est qual­i­ty imag­ing equip­ment and part­ner­ing with sub­spe­cial­ized radi­ol­o­gists to deliv­er supe­ri­or patient care. The com­pa­ny is part of the US Radi­ol­o­gy Spe­cial­ists nation­al radi­ol­o­gy network.

The Challenge

In 2019, AHI select­ed True North as their dig­i­tal and con­tent mar­ket­ing part­ner to dri­ve patient vol­umes across approx­i­mate­ly 35 out­pa­tient loca­tions. The orga­ni­za­tion his­tor­i­cal­ly had imple­ment­ed some dig­i­tal mar­ket­ing and was inter­est­ed in mov­ing towards a more strate­gic approach lever­ag­ing True North’s dig­i­tal mar­ket­ing exper­tise and best prac­tices to reach more poten­tial patients through dig­i­tal cam­paigns.

“You are hands-down the best team to expand our mar­kets and dri­ve demand. We KILL IT togeth­er.”

— Melis­sa West­on, Vice Pres­i­dent of Mar­ket­ing at US Radi­ol­o­gy Spe­cial­ists
Direc­tor at Amer­i­can Health Imaging

 

The Solution

True North col­lab­o­rat­ed with AHI to devel­op a high­ly tar­get­ed dig­i­tal mar­ket­ing strat­e­gy designed to reach more patients and to engage con­sumers who need diag­nos­tic imag­ing ser­vices. Based on the organization’s goals and bud­get, com­po­nents were designed to build brand aware­ness through social media, edu­cate con­sumers on their choice in imag­ing care through strong SEO and mes­sag­ing strate­gies, and dri­ve bot­tom of fun­nel con­ver­sions of exist­ing patient demand through paid search.

The Goals

As we began to devel­op our dig­i­tal mar­ket­ing strat­e­gy and media plans for their high­est pri­or­i­ty ser­vices, we out­lined spe­cif­ic goal met­rics, and want to high­light the results of our paid search efforts.

The goals for our paid search cam­paign include the following:

  • 3% click-through rate on impres­sions (2% indus­try average)
  • $3 cost per click
  • 5% con­ver­sion rate (1.81% indus­try average)
  • $60 cost per lead ($78 indus­try average)

The Results

The results of our dig­i­tal mar­ket­ing strat­e­gy demon­strat­ed that we were able to suc­cess­ful­ly help AHI to quick­ly reach more patients, even through­out the pandemic.

Our search met­rics for gen­er­al imag­ing ser­vices from Jan­u­ary 1, 2020, to Novem­ber 30, 2020, are as follows:

  • 5.96% click-through rate on impressions
  • $4.11 cost per click
  • 18.27% con­ver­sion rate
  • Over 2,000 total conversions
  • $22.47 cost per lead

The suc­cess of the AHI dig­i­tal mar­ket­ing strat­e­gy out­lined here can be attrib­uted to a hand­ful of key fac­tors. First, our mes­sag­ing strate­gies in each ad and land­ing page copy and design are designed to opti­mize, respec­tive­ly, click through rate and con­ver­sion rate. High click and con­ver­sion rates, in turn, lead to a low cost per lead—proving our­selves as both a high-per­form­ing and cost-effi­cient part­ner in help­ing health­care orga­ni­za­tions engage with more patients.

 

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Dis­cov­er how our proven frame­work for patient acqui­si­tion cam­paigns can dri­ve results like these gen­er­at­ed for AHI.

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