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Client Overview

Saguaro Pain Clinic focuses particularly on chronic pain and offers interventional and rehabilitative pain management. Located in Arizona, the clinic provides a wide range of services in relation to different pain disorders with the overall purpose of enhancing patient’s quality of life.

The Challenge

Here are the problems encountered by Saguaro Pain Clinic with its online advertising: The current campaigns being used by the clinic were not providing a sufficient response, and it was difficult to attract the appropriate number of patients. The domestic market was intensively competitive for the clinic and it became difficult for the clinic to rank high in the search results. While the previous pay-per-click or PPC campaigns were able to cause a lot of traffic it was established that only a few people were converted making the spend on the ads unproductive and a futile exercise.

The Solution

To overcome these challenges a comprehensive plan to rebuild the PPC strategy of Saguaro was drawn:

  1. PPC Campaign Audit: This involved conducting a critical evaluation of the existing PPC campaigns to identify gaps that required to be addressed. Through this assessment, it is possible to define the areas of improvement of the established workflows.
  2. Targeted Keyword Strategy: A more specific keyword list was established, focusing on such terms as ‘pain management’ toward conversion ventures. This targeting strategy was focused on those users who are more likely to look for pain relief treatments.
  3. Customized Ad Copy: New and attention-grabbing headlines were developed to convey Saguaro’s knowledge and the newest methods available. The information passed was aimed at providing the audiences with a clear understanding of the clinic and its services so as to attract those who may need the services.
  4. Geo-Targeting Implementation: Ads were geo-targeted to focus exclusively on the Arizona area, ensuring that the advertising efforts were reaching the most relevant local audience.
  5. Remarketing Campaigns: Web remarketing measures were adopted to target the people who had previously visited the organization’s website. The idea here was to try and get them to come back to book an appointment, with the hope that this is in line with what they were looking for in the clinic.
  6. Ad Extensions Utilization: Call and location extensions were used as ad extensions to ensure that it was easy for the potential patients to be able to get in touch with the clinic and also locate the clinic. In addition, this added functionality improved the exposure to the ads as well as their ease of access.

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Results and Benefits

The new PPC strategy helped to achieve considerable increases in all the major performance indicators:

  • Increased Patient Enquiries: In 3 months patient enquiries and appointment bookings were reported to have doubled by 51%. The increase in the targeting and the quality of ad creatives were able to get better reach with potential patients.
  • Improved Conversion Rates: Media conversion rates increased by 37% therefore indicating that the advertisers are now getting better value for money spent on the advertisements.
  • Cost-Per-Acquisition Reduction: Through that, the cost-per-acquisition (CPA) decreased by 28%, which means the campaigns were less costly and more effective in general.
  • Enhanced Local Visibility: New patient registration increased due to enhancing the clinic’s external visibility or awareness, making the clinic more known among members of the local populace.

Conclusion

The proposed changes in the Saguaro Pain Clinic’s PPC campaigns were helpful in achieving the goal of boosting the number of calls from patients and more appointments besides improving the general efficacy of ads. Through optimizing PPC for particular keywords, developing a good advertisement text, and reconnecting with the clients, Saguaro made a great ROI level on PPC and established a powerful presence in the highly saturated Arizona healthcare industry.

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