PlasmaSource Trounces SERP Competition in Just Three Months
A 2023 case study.
Discover how a strategic marketing partnership propelled PlasmaSource from a first-location start-up into a stunning success.
Healthcare Success developed a comprehensive and integrated marketing plan, consisting of a brand new brand identity, website, and traditional media plan to drive significant brand awareness, online visibility, and website traffic in just three months.
The outcomes we share here highlight the power of a true marketing partnership.
Executive Summary
The PlasmaSource brand was created to test a new business model in the healthcare space, with the goal of realizing month-over-month growth in customer engagement and online appointment bookings.
PlasmaSource set out to create a more immersive and inviting end-to-end customer experience by offering modern amenities and payment models that stood out in a saturated market.
To achieve these lofty goals, they knew they needed a skilled healthcare marketing agency familiar with working in a heavily regulated vertical to drive brand awareness, differentiation, and a high volume of monthly customers.
They reached out to Healthcare Success to develop an integrated marketing plan that included comprehensive brand exploration, strategy, and several needle-moving traditional and digital marketing initiatives.
In three months, our targeted initiatives took the PlasmaSource brand from a virtual unknown to a top-ranking Google search result for industry-specific keywords.
Read on to learn how our strategies helped PlasmaSource achieve staggering results:
+159%
Organic Conversions
+103%
Keyword Visibility
+75%
Google’s Top 3 SERP Positions
Also, for those skeptical of traditional advertising tactics, consider this: a single direct mail campaign targeting potential new customers generated over 680 new customer engagements.
That’s the power of smart marketing investments.
Driving Customer Awareness and Engagement With Integrated Marketing
Client Background
PlasmaSource redefines paid plasma and platelet donation in Aurora, Illinois, by providing a secure and personalized paid donation experience that puts the donors first and meets the highest quality standards.
Pain Points
PlasmaSource wanted to create a new narrative to attract and engage a high monthly volume of customers with a new vision for impact-inspired giving, but they were quite literally starting from square one.
Here are just a few of the challenges they needed to overcome:
- Entering a field as a first class provider into a field that had a lot of competitors with a dubious reputation.
- Operating in a highly regulated and highly saturated market.
- Zero brand awareness, reach, and lead volume.
Driving Scalable Growth Through Partnership
Our Strategy
Though PlasmaSource was the first of its kind within a larger organization, we treated it as a brand-new start-up, beginning with client interviews and brand discovery. This discovery included a comprehensive competitive analysis, which guided strategies for brand messaging and visual brand identity.
From there, we focused on several digital marketing strategies to help PlasmaSource test its program’s potential and:
- Generate near-immediate brand awareness.
- Stand out in a crowded marketplace.
- Differentiate their customer-first program.
- Drive customer engagement and appointment bookings.
Implementation
To achieve these goals, we built and implemented an integrated marketing strategy, including:
- Branding & Creative Services
- Website Design & Development
- Content Marketing
- Traditional Advertising
- Organic and Local SEO
- Paid Search
- Paid Social
Highlighting the Impact of Digital Marketing on Brand Awareness & Growth
Our strategic focus on building brand awareness and increasing PlasmaSource reach has yielded impressive outcomes.
Our most notable success to date results from a single direct mail campaign, garnering over 680 new customer engagements in just two months.
As of this writing, the impact of this direct mail campaign continues to drive results.
Our integrated strategies have also helped drive improved online visibility, website traffic, lead volume, and more:
- +159% Organic Conversions*
- +103% Overall Keyword Visibility*
- +75% Top Three Keywords SERP Ranking*
- +76.9% Google Organic Calls*
- +40% Organic Referral Traffic*
- +37.6% Sessions from Paid Search*
- +36% Sessions from Organic Search*
*Comparing Dec. 2023 – Jan. 2024 to the previous period, Nov. 2023 – Dec. 2023.
Google Business Profile:
Local SEO Results
- +188.3% Direction Requests*
- +116% Interactions*
- +63% Impressions*
- +84.8% Website Clicks*
- +51.6% Call Clicks*
*Comparing Dec. 2023 – Jan. 2024 to the previous period, Nov. 2023 – Dec. 2023.
Redefining Market Perception and Building Sustainable Growth
PlasmaSource has redefined a traditional business model, delivering an immersive and inviting customer-first experience. Through a strategic partnership with Healthcare Success, they continue to drive brand awareness, customer engagement, and online appointment bookings.
Today, PlasmaSource dominates search rankings for high-value keywords, drawing a steady flow of organic and paid leads that bolster and continue to improve their market position, readying them for future growth and expansion.
If you’d like to learn how the Healthcare Success Marketing Partnership Program can elevate your business, please get in touch with one of our skilled marketing professionals today.
