Growing a Dermatology Practice with Digital Ads
In April 2021, a Chicago-based, private medical practice contacted MVotion for help attracting more patients to their practice. This practice had multiple locations in Chicago, and all the locations were suffering from low patient volume.
We decided to focus on digital ads (Google Ads) for this client.
Within 45 days, the client saw a 3% increase in patient encounters, within 3 months a 17% increase in patient encounters from the start of the contract. In August alone, the practice saw a 15% increase in new patients, and a 4% increase in existing patients.
16% Increase in patient volume
Growing a Dermatology Practice with Digital Ads
Summary
In April 2021, a Chicago-based, private medical practice contacted MVotion for help attracting more patients to their practice. This practice had multiple locations in Chicago, and all the locations were suffering from low patient volume.
This practice was 6 months into a 16-month contract with a marketing firm that was not producing results. Nevertheless, the practice could not break the contract.
With limited funds to engage an additional firm, the practice managers needed results immediately.
We decided to focus on digital ads (Google Ads) for this client.
"MVotion has helped us grow our patient volume by increasing our digital footprint through advertising on different social media platforms. With their aid, we have seen a surge in phone calls because our advertisements are getting in front of the right people."
- Practice Manager Chicago Area
Within 45 days, the client saw a 3% increase in patient encounters, within 3 months a 17% increase in patient encounters from the start of the contract. In August alone, the practice saw a 15% increase in new patients, and a 4% increase in existing patients.
After the completion of the contract with the previous marketing firm, the practice quickly expanded marketing services with MVotion to drive more results using the 360 Marketing package.
Custom 360 Degree Ads Package:
Integrating HubSpot with the Company's website
Cleaning up the Google My Business integration with the website
Research on the target demographic for each office location (3 in total)
Google Tag setup
Google Ads creation and management
Facebook Business Manager ad creation, audience targeting, adjustment, and monitoring
Website landing page design (graphics, content, etc)
Monthly reporting to client
The Challenges
MVotion reviewed their existing marketing program and decided the most cost-effective way to help the practice grow quickly was to take over digital ads management.
Our proposal was a three-month contract focused exclusively on marketing the company on Google Ads. We promised they would see a significant increase in patient appointments within 45 days or they could cancel the contract.
Most people refer to digital ads as Pay-Per-Click. However, that is a narrow piece of the digital ads world. Google Ads, Google Tag Manager, and Hubspot were the tools we used to place ads and track ad performance. In more expansive campaigns, digital ads can include direct buys with magazines, newspapers, bloggers, and more. Again, we were focused on spending the least amount of money to quickly bring more patients to the practice.
How We Helped
Why Ads?
The other marketing provider the practice hired was not running any digital ads. We knew from other clients that we could drive patient appointments with digital ads, even if the other marketing pieces were not managed by MVotion.
What Should We Promote? Who Are Ideal Patients?
For ads to work, the timing and content of the ad must connect with the right patient at the right time in their decision-making process.
Any dermatology practice might have hundreds of products and procedures to promote. However, most practices do not have the budget or expertise to promote all of those products and procedures. This client was working with a very limited budget because they were already paying another firm and that firm was not bringing in patients.
Building Ads
Google Tag Manager, Hubspot, Google Ads, Google My Business, and more. These tools work together to make an effective digital ad campaign.
We needed to work quickly to start generating patient leads.
We spent two weeks gaining access to the website back-end, Google My Business listings for each location, and Google Analytics. We set up Google Ads, Tag Manager, and Search Console accounts for the practice.
Finally, we started designing ad graphics and copy. We built new landing pages for the digital ads that capitalized on the practice's online appointment booking technology.
The earliest indicators of success on Google Ads is a drop in cost per click paired with an increase in the click-through rate. The next factor we want to see is the conversion rate on the website. I.e. are these clicks converting to appointments, emails, and phone calls. We can monitor some of those elements through tools like Hubspot, Google My Business, and Google Analytics.
360 Marketing
The power of the 360 Marketing process is the ability to amplify a consistent message across social, digital, email, and print marketing. When the contract ended with their previous marketing provider, the practice was eager to add 360 Marketing to drive more results.
Written content is the backbone of the MVotion 360 Marketing process. Each month, the practice chooses 3 topics to focus on, ranging from cosmetic products, procedures, educational information, or provider features. These topics are crafted into individual blogs and posted on the practice website.
The 3 topics are then echoed via email, organic social media, print flyers, and digital ads. All of the content is delivered to the client for review and final approval before going live.
MVotion monitors digital engagement activity daily and is in communication with the practice manager for content and messaging approval. MVotion also sends monthly data reports with analytics from each of the 360 Marketing components.
Results BY THE NUMBERS
MVotion started work with the client on April 1, 2021. By July 2022, the practice reported a 25.2% increase in the monthly average for new patients (compared to 2019). Additionally, the practice reported a 6.7% increase in overall patient visits each month (compared to 2019).
On average, the practice saw 507 new patients and 2754 total patients each month in 2019. As of 2022, the practice averages 678 new patients each month. This accounts for an additional 171 new patients each month on average compared to 2019.
The charts below are analytics from Google My Business (GMB). One location has shown a 278% increase in patient actions including phone calls, website visits, and requests for directions.
