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Highlights
Highlights
Purpose: Search related to women’s health care has been increasing toward a 5-year high. The goal is to position St. Vincent’s as the preferred choice for comprehensive maternity, gynecology, and specialized surgical care. Target audience: Women and children, and Independent and over 40
Objectives
Elevate brand rank as the preferred healthcare brand for women.
Grow OB-GYN engagement volume into scheduling for first call, first preference.
Increase rate of attachment into follow-up care for women’s services - PCP, heart, pelvic health, OB-GYN, oncology and other relevant specialty care.
Full funnel, omnichannel marketing approach
Paid search to bring qualified consumers to the campaign sites.
Organic and paid social, print, and online Ads to lead consumers to have a conversation with their doctor about healthcare needs.
Email engagement/persona segmentation analysis to reach targeted patient audiences.
Earned media to build awareness and stimulate search activity.
Direct mail to bring new patients into our system by targeting female healthcare influencers.
Collateral and online content for business development support.
Campaign Results
Paid Search continues to be the hardest working channel, with 100% of Find a Doctor clicks and actions taken for our OB campaign and 96% of Find a Doctor clicks and actions taken for our Women’s Health campaign.
4k calls from Google listings across all Ascension St. Vincent’s OB/GYN and women’s health clinician and facility listings and 5.8k clicks to our website from Google listings.
14.2k total campaign website engagements including Find a Doctor/Location searches and clinician profile views → ▲251.7% YoY.
1.1k total campaign website actions taken including calls, appointments scheduled online, and tour/class registrations → ▲112.7% YoY.
Birmingham’s campaign performed better than the national campaign benchmark → ▲4.3% higher conversion rate.
Assets
New! Refreshed look and feel.
Page updated
Google Sites
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