The Strategy

OBL Marketing provides comprehensive digital marketing services to medical practices, including SEO (Search Engine Optimization), PPC (Pay-Per-Click) search advertising, and website UX design. Their goal is to improve online visibility, attract targeted and qualified website traffic, and increase patient intake for their clients.

The Problem

ECCO Medical faced challenges in attracting new patients for their top interventional radiology procedures due to limited online visibility. Their website lacked optimization for relevant keywords, and the user experience was not optimized for conversion, resulting in missed opportunities to capture potential patients.

The Goal

The primary goal of the case study was to develop and implement a comprehensive digital marketing strategy, with a strong focus on SEO efforts, PPC marketing, and website conversion. The first step to increase  ECCO Medical’s online presence was to improve rankings for relevant and critical keywords such as “best treatment for fibroids Colorado,” “knee embolization Denver,” and “uterine fibroids Denver,” and drive targeted traffic to their website, which would be optimized for conversions for new patients. With these goals in place, the outcome would be to  increase new patient intake for a wide range of interventional radiology treatments.

OBL Marketing’s Role

As the Digital Marketing Specialists in this project, our role was to lead the SEO and PPC strategies, gameplan, campaign creation, and execution. OBL Marketing conducted in-depth keyword research, proposed website UX design changes for better conversion, and managed PPC campaigns to drive traffic to the website.

Responsibility

Our team’s responsibility involved conducting extensive keyword research to identify high-impact search terms relevant to ECCO Medical’s services. We also proposed website UX design improvements to enhance user engagement and conversion rates. In addition, we managed the creation and optimization of PPC campaigns to increase clicks and calls to the practice.

OBL Marketing’s Action Items

• Identify key search terms
• Optimize website for those keywords
• Utilize PPC to gain immediate traffic
• Optimize website for new patient conversion

Understanding the User

The user research involved various methods, including:

1. Keyword Research: Conducting thorough keyword research to identify relevant and highly searched keywords related to interventional radiology treatments.

2. Competitor Analysis: Studying competitors’ digital marketing strategies to identify opportunities for differentiation and improvement.

3. User Behavior Analysis: Analyzing user behavior data to understand how potential patients interact with the website and what influences their decision-making process.

Personas:

Searching Sarah:

40-year-old female experiencing uterine fibroids

Seeks reliable information about uterine fibroid treatment options in Denver

Values convenience and a straightforward appointment booking process

Pain Relief Paul:

55-year-old male with arthritic knee pain seeking treatment options

Wants a medical practice with expertise in knee embolization in Denver

Prioritizes a practice with excellent patient reviews and testimonials.

Summary:

Potential patients seeking alternatives to treatments like hysterectomies, painful knee surgeries, and long recovery times who, in many cases, do not know about interventional radiology procedures are the primary target audience. They need to be educated through a strong website and web presence that informs them of alternative options. They are looking for reliable medical services and valuable information about the treatments offered. A user-friendly website that provides a seamless experience is crucial for building trust and encouraging conversions.

Pain Point:

The main pain point faced by potential patients was the difficulty in finding relevant and trustworthy information about specific interventional radiology treatments, leading to uncertainty in choosing ECCO Medical for their medical needs.

SEO, PPC, and Website Strategies

To address the challenges faced by ECCO Medical, we implemented the following strategies:

SEO Strategy: We conducted extensive keyword research to identify the most relevant and high-impact keywords for interventional radiology treatments. We optimized ECCO Medical’s website content, meta tags, and structure to improve rankings and increase organic traffic. Additionally, we focused on local SEO to target patients in the Denver area.

PPC Strategy: We created targeted PPC campaigns to increase clicks and calls to ECCO Medical. By using relevant keywords and compelling ad copies, we attracted potential patients actively seeking interventional radiology treatments. We continually monitored and optimized the campaigns to maximize ROI and conversion rates.

Website UX Design: We proposed UX design changes to enhance the website’s user experience and improve conversion rates. These changes included:

1. Clear Call-to-Action: Implementing prominent and persuasive calls-to-action to encourage visitors to schedule appointments or easily contact the practice.

2. Simplified Navigation: Streamlining the website’s navigation ensures visitors can quickly find information about specific treatments and services.

3. Mobile Optimization: Ensuring the website is fully responsive and optimized for mobile devices to cater to users browsing on smartphones and tablets.

The Impact & Learnings

Through the comprehensive digital marketing efforts, ECCO Medical experienced a significant increase in online visibility, website traffic, and patient intake. The SEO strategies resulted in top rankings for relevant keywords, driving targeted organic traffic. The PPC campaigns successfully increased clicks and calls to the practice, leading to a notable surge in patient inquiries.

Throughout the project, we learned the importance of data-driven strategies, continuous optimization, and user-centric website design to achieve successful outcomes in the competitive digital marketing landscape.