Healthcare Success rapidly generates new patient opportunities for Boston PainCare through digital advertising.
Boston PainCare is a premier pain medicine practice in New England, and its subsidiary Boston Headache Institute treats chronic headaches and migraines. They offer both consultations and in-house care for migraine treatment, creating a very targeted demographic for the office’s patients.
To maximize exposure to this unique customer base, Boston PainCare enlisted the help of Healthcare Success midway through 2016. Our campaigns use digital advertising to achieve the following:
- Connect with potential patients in specific geographic targets
- Take advantage of the growing mobile web user base
- Maximize exposure with specifics like insurance, age, income, etc
The industry experience of Healthcare Success, combined with the unique target Boston PainCare faces, made for an excellent match—and a perfect application of AdWords’ capabilities as Boston PainCare pushed to connect with more migraine sufferers.
The game plan: Looking locally
Boston PainCare serves migraine and headache patients within driving distance, including an urgent care facility. Because their primary purpose was so specific, we recommended geo-targeting as the best strategy, based on budget and distance.
Our targeted ads were delivered based on location, symptom, and even insurance. Focused geo-targeting allowed us to increase inbound calls and decrease cost-per-click without any change to their budget.
A push for mobile marketing
In 2016, the mobile market exceeded desktop traffic for the first time. As smartphones and connected devices shifted to the default way of searching for information, there became a greater need to cater to this market.
For Boston PainCare, the goal was to push mobile traffic to call the office immediately rather than potentially losing their attention through clicks. We built a strategy to drive mobile conversions by using specific landing pages for mobile-targeted ads. This targeting powered a significant volume of conversions (calls) from a previously untapped market.