Case Studies

Integrated Digital Marketing Campaigns Drive Growth for Beaufort Memorial Hospital

by | Feb 11, 2021 | Case Studies

For Beaufort Memorial, an integrated digital marketing strategy guided by True North Custom has proven to be effective in driving patient volumes and consumer engagement. In today’s post-pandemic environment, capturing and maintaining consumer relationships is a mission critical task, and one that Beaufort and True North have bravely tackled together.

Dis­cov­er how a growth mind­set and respon­si­ble dig­i­tal strat­e­gy has been instru­men­tal in both guid­ing the com­mu­ni­ty and gen­er­at­ing leads for key ser­vice lines.

THE ORGANIZATION

Serv­ing a tri-coun­ty area in the Low­coun­try region of South Car­oli­na, Beau­fort Memo­r­i­al includes a 197-bed, acute care hos­pi­tal, a free­stand­ing out­pa­tient surgery cen­ter locat­ed on the hos­pi­tal cam­pus, a full-ser­vice can­cer cen­ter, three urgent care loca­tions and mul­ti­ple out­pa­tient med­ical office buildings.

THE BACKGROUND

“True North is a true partner
in every sense of the word.
We com­mu­ni­cate open­ly and
fre­quent­ly; there is no problem
we can’t tack­le togeth­er; they
are extreme­ly cre­ative and
respon­sive; and, they think
about our needs proactively
and responsibly.”
— Court­ney McDermott,
Direc­tor of Mar­ket­ing at
Beau­fort Memo­r­i­al Hospital

Beau­fort Memo­r­i­al turned to True North in 2019 to re-think dig­i­tal strat­e­gy and build effec­tive con­tent and cam­paign plans designed to dri­ve growth across key ser­vice lines like ortho­pe­dics, vas­cu­lar, OB/GYN, oncol­o­gy and access care. COVID-19 cer­tain­ly had oth­er plans in mind for 2020, but agili­ty and ded­i­ca­tion to serv­ing the com­mu­ni­ty by both Beau­fort and True North drove con­tin­ued engage­ment to build loy­al­ty and set the stage for an effec­tive rebound strat­e­gy in 2021.

Togeth­er with True North, Beau­fort Memo­r­i­al devel­oped an inte­grat­ed dig­i­tal mar­ket­ing strat­e­gy that includes paid search, dis­play and social media adver­tis­ing, email mar­ket­ing, retar­get­ing, SEO and organ­ic social media plans.

These tac­tics were designed to tar­get the right con­sumers with the right mes­sage at the right time to encour­age them to engage with Beau­fort Memo­r­i­al for var­i­ous health­care concerns.

THE RESULTS

COVID 19 Response Strategies

From late 2019 — March 2020, cam­paigns had just begun to ramp up and prove suc­cess. The pan­dem­ic upend­ed our plans togeth­er, requir­ing piv­ots in how we pro­mot­ed ser­vices and engaged with the com­mu­ni­ty. Here’s a sum­ma­ry of our suc­cess­es from March — August 2020.

Telehealth: BMH Care Anywhere

Beau­fort Memo­r­i­al offers tele­health via their BMH Care Any­where plat­form. Like many oth­er health sys­tems in 2020, expand­ed uti­liza­tion of tele­health was a major pri­or­i­ty for Beau­fort in an effort to con­tin­ue serv­ing their community’s health needs while min­i­miz­ing phys­i­cal con­tact. Through just paid search, in March and April, BMH Care Any­where reg­is­trants increased by 1,500% with a cost per lead that fell from $12 to $3. New reg­is­tra­tions con­tin­ued to grow from May — August, and cost per lead stayed under $8.

COVID-19 Communications

As a trust­ed local health­care provider, we also believed it would be crit­i­cal to stay in touch with con­sumers about the evolv­ing sit­u­a­tion. True North and Beau­fort quick­ly devel­oped a land­ing page high­light­ing Beaufort’s response to the pan­dem­ic that encour­aged con­sumers to sign up for week­ly COVID-19 updates via email from the health sys­tem. The cam­paign gen­er­at­ed 1,000 leads in just the first 2 weeks at a $0.72 cost per lead. As of August 30, 2,050 leads total had been gen­er­at­ed at a $1.61 cost per lead. The ongo­ing week­ly emails shift­ed to bi-week­ly in the fall of 2020, but con­tin­ue to per­form well with open rates con­sis­tent­ly over 30%, with many par­tic­u­lar­ly time­ly mes­sages with open rates over 60%.

Post-Pandemic Service Line Growth

In the fall of 2020, Beau­fort and True North turned atten­tion back to dri­ving vol­umes across key ser­vice lines like pri­ma­ry care, OB/GYN and ortho­pe­dics. By lever­ag­ing the engage­ment and trust build dur­ing COVID-19, we were able to quick­ly prove suc­cess in our abil­i­ty to dri­ve rev­enue for Beau­fort Memorial.

Note: As you review these met­rics, check out our post on best prac­tices for patient acqui­si­tion cam­paigns to under­stand what these num­bers mean, and what the aver­ages in health­care look like. For paid search specif­i­cal­ly in Pri­ma­ry Care and Women’s Health, our met­rics com­pared to indus­try aver­ages of a 3.3% CTR, 3.4% CVR and $78 CPL are rep­re­sen­ta­tive of our abil­i­ty to con­nect the right con­sumers with the right mes­sages at the right time to dri­ve cam­paign per­for­mance and efficiency.

Primary Care

A major empha­sis for Beau­fort Memo­r­i­al has always been pri­ma­ry care and fam­i­ly med­i­cine ser­vices. From Sept. 1, 2020 — April 31, 2021, our teams have effec­tive­ly dri­ven vol­umes these providers as evi­denced by the fol­low­ing performance:

Paid Search

  • Over 4,000 ad clicks at an 11.2% click-through rate (CTR)
  • 22.84% land­ing page con­ver­sion rate (CVR)
  • 885 qual­i­fied new patient leads at an aver­age cost per lead (CPL) of $9.63

Paid Social

  • Over 8,400 ad clicks at a 1.1% CTR
  • 11.2% land­ing page CVR
  • 946 qual­i­fied new patient leads at a $5.63 CPL

Women’s Health

As the pri­ma­ry health­care deci­sion mak­er in the home, cap­tur­ing the loy­al­ty of women in the Low­coun­try is time and resources well spent. From gen­er­al women’s health to mater­ni­ty care to healthy aging, True North and Beau­fort have exe­cut­ed effec­tive patient acqui­si­tion cam­paigns for these key demographics.

Paid Search

  • Over 4,000 ad clicks at an 14.24% CTR
  • 27.23% land­ing page CVR
  • 1,036 qual­i­fied new patient leads at an $8.06 CPL

Paid Social

  • Over 5,400 ad clicks at a .9% CTR
  • 5% land­ing page CVR
  • 274 qual­i­fied new patient leads at a $18.84 CPL

Orthopedics

With the steep decline in elec­tive vol­umes dur­ing the pan­dem­ic, Beau­fort Memo­r­i­al ortho­pe­dic providers were chomp­ing at the bit to see patients again. In Jan­u­ary 2021, we re-imple­ment­ed a dig­i­tal strat­e­gy designed to cap­ture vol­umes that ignit­ed an uptick in momen­tum for joint replacement.

Paid Search

  • Over 1,000 ad clicks at an 8.16% CTR
  • 7.73% land­ing page CVR for joint replace­ment consults
  • 81 qual­i­fied joint replace­ment can­di­dates at an $84.77 CPL

Paid Social—downloadable guide strat­e­gy to cap­ture mid-fun­nel leads

  • Over 2,500 ad clicks at a 1.16% CTR
  • 8.2% land­ing page CVR
  • 206 guide down­loads at a $9.63 CPL
  • 42.72% aver­age email open rate with 39 bot­tom of fun­nel con­ver­sions from email tactics

Blog and Organic Social Strategies

Lever­ag­ing Beaufort’s engaged providers and con­sumer base, True North and BMH believed in the oppor­tu­ni­ty to lever­age blog and organ­ic social media mar­ket­ing as a strate­gic brand effort.

We began our work togeth­er on this effort in ear­ly 2021, and from May 1, 2020 — April 30, 2021, we’ve made sig­nif­i­cant progress:

  • 64% year over year increase in blog sessions
  • 500% increase in blog ses­sions dri­ven by organ­ic search—indica­tive of suc­cess in dri­ving SEO performance
  • 1,371% increase in social post reactions
  • 1,783% increase in social post comments
  • 350% increase in social post shares

While COVID-19 relat­ed con­tent cer­tain­ly drove some of this impres­sive improve­ment, hall­marks of non-COVID relat­ed con­tent that’s per­formed well include:

  • Periph­er­al Vas­cu­lar Dis­ease vs. Periph­er­al Artery Disease
  • Know your lemons: How to do a breast self-exam
  • Home reme­dies for bug bites
  • Symp­toms of per­i­menopause: what you need to know
  • Your colonoscopy prep diet

What’s next?

The True North and Beau­fort Memo­r­i­al teams con­tin­ue to col­lab­o­rate on new ways to engage with tar­get con­sumers and dri­ve rev­enue across pri­or­i­ty ser­vice lines. As dig­i­tal mar­ket­ing evolves, we’re con­tin­u­ous­ly test­ing new chan­nels as well as new tac­tics for old chan­nels. We’re also thought­ful about the evo­lu­tion of Beaufort’s brand, and how that extends to tra­di­tion­al marketing.

Here are a few things we’ll be excit­ed to report on in the com­ing months:

  • Brand cam­paign launch with updat­ed tra­di­tion­al media cre­ative and TV spots focused on Ortho­pe­dics and Can­cer, specif­i­cal­ly, with mes­sag­ing extend­ing across ser­vice lines
  • Inclu­sion of Pan­do­ra, Spo­ti­fy and YouTube adver­tis­ing to sup­port brand cam­paign roll out and test the effec­tive­ness of these dig­i­tal brand channels
  • Com­pre­hen­sive ortho­pe­dics cam­paign with a microsite expe­ri­ence to engage with con­sumers with a vari­ety of joint health con­cerns and con­nect them with the right provider
  • Expan­sion of native adver­tis­ing to sup­port ser­vice line growth initiatives
  • Addi­tion­al down­load­able guides for women’s health to cre­ate more mid-fun­nel con­ver­sion oppor­tu­ni­ties unique to spe­cif­ic demo­graph­ics and health­care needs
  • Opti­mized web­site con­tent to dri­ve organ­ic traf­fic and con­ver­sions and boost SEO performance

Let’s Build Your Patient Acquisition Strategy Together

Dis­cov­er how we’re help­ing health­care orga­ni­za­tions like yours find, engage and con­vert patients and prospects.

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