Accelerating Market Expansion & Growth Through Strategic Partnership
Discover how the Healthcare Success Marketing Partnership Program helped Texas Endovascular harness the power of strategic marketing, increasing brand awareness, supporting a multilocation rollout, and achieving remarkable growth in target markets.
Executive Summary
While some clients hire Healthcare Success for select digital marketing services, like SEO or paid search, others hire us as their strategic marketing partner.
This story illustrates the many facets of how a true marketing partnership can elevate your business.
Texas Endovascular CEO Sean Mullen has always recognized integrated marketing as a critical success factor for business growth. He knew it was a virtually untapped avenue for growth at his company.
After working with smaller agencies over the years with a narrow focus, he was ready to partner with an experienced marketing agency specialized in helping multilocation healthcare organizations achieve their growth goals.
Texas Endovascular came to Healthcare Success as a single-location practice in Houston with big goals for strategic growth.
We immediately saw Texas Endovascular’s growth potential and were excited to partner with them.
In our first year of partnership, we increased YoY lead volume (from form fills and calls) by 77% and boosted organic site visits by 126%. We also built high-performing paid social ads, traditional media campaigns (e.g., TV, radio, outdoor), and print materials (e.g., posters and brochures).
As our partnership evolved, we focused on market expansion, culminating in a scalable, data-driven marketing program facilitating rapid expansion to Dallas and Atlanta in a single year.
This illustrates the value of a true marketing partnership.
Redefining Market Segments for Optimal Impact and Enhanced Brand Positioning
Client Background
Texas Endovascular specializes in providing minimally invasive procedures to successfully treat vascular, fibroid, and other vascular-specific diseases in outpatient, office-based settings in Texas and Georgia.
Recent Developments
Texas Endovascular struggled to attract leads from neighboring cities and states because their digital marketing was over-concentrated in the Houston market.
Texas Endovascular needed to redefine target markets and improve brand positioning to market its service lines more effectively to niche audiences to stimulate growth beyond these cities.
Challenges
- Brand/service line segmentation.
- Market differentiation.
- Marketing mix expansion.
- Better online visibility in target markets.
- Higher lead volume in target markets.
Implementing Scalable Solutions for Sustainable Growth
Our Strategy
To address our clients’ growing pains, we launched several strategic initiatives, including:
- Competitive Analysis.
- Positioning Strategy (e.g., develop a house of brands).
- Service Line Segmentation.
- Market Planning & Expansion.
- Multimedia Planning (incl. traditional & digital tactics).
Implementation
Thanks to our well-established relationship, Texas Endovascular gave us the green light to conduct a comprehensive competitive analysis of existing and target markets to identify the best market opportunities.
Next, we identified each market’s competitive level and the best geographic locations. This study also included a discussion on brand positioning, weighing the pros and cons of developing a branded house vs. a house of brands. Ultimately, we determined a house of brands strategy would more effectively target niche audiences.
We analyzed and identified which service lines would perform best in each target area and restructured their online presence. This led us to develop 11 niche-specific websites in six months, which included one website for each vertical that would live on its own but still have the common core brand (allowing it to suit multiple medical conditions if needed).
Building this scalable solution allows us to deliver more targeted paid search ads to their niche audiences more effectively—encouraging growth in their target markets today and tomorrow.
While these sites launched just a few short weeks ago, the early performance data is already impressive.
Recapping Key Achievements
Our first year of partnership with Texas Endovascular resulted in impressive outcomes, including:
TexasEva.com
- 439% Increase in Site Impressions
- 126% Increase in Organic Site Visits
- 77% Increase in Lead Volume
Phase 1 restructuring (from one to three sites) and digital marketing efforts yielded the following:
DallasFibroidCenter.com
- 62% Increase in Site Users
- 56% of all Website Sessions Resulting from Paid Search
- 23% Increase in Website Impressions
HoustonFibroids.com
- 150% Increase in Paid Search Ad Clicks and Impressions
- 77% Increase in Conversions
- 62% Increase in Website Sessions, with 83% attributed to Organic Search
Phase 2 restructuring (from three to eleven sites) and digital marketing efforts are already showing exciting results.
Showcasing the Value of a Trusted Partnership Through Tangible Results
Texas Endovascular knew what they needed to achieve—and knew they needed to work with a leader in healthcare marketing to achieve it.
They recognized Healthcare Success as that leader and took advantage of our Marketing Partnership Program to build their brand and expand their business into the multilocation powerhouse it is today.
We tested different tactics, initiatives, and campaigns to discover which resonated in each geographic area and segmented our approach to maximize their marketing dollars.
As a trusted partner, Texas Endovascular gives us the runway needed to experiment, analyze, optimize, and innovate to ensure we properly elevate top-performing campaigns and pivot to new strategies as needed.
Exploring the Healthcare Success Difference
Our partnerships are different. When you work with us, it’s never transactional. From the very first engagement, you get direct access to a dedicated account manager with first-hand knowledge of your business opportunities and challenges—and it only deepens with time.
In turn, they’ll connect you with our in-house process experts along the way for direct guidance on SEO, paid search, creative, content, and more.
When you partner with us, you get the key to the city.
If you’d like to learn how Healthcare Success can help your healthcare organization reach its business goals, please contact one of our seasoned marketing professionals today.
