With several locations across Texas, ARC specializes in helping patients experience relief from pain caused by conditions such as osteoarthritis, degenerative disc disease, and sciatica. Using non-surgical techniques, ARC doctors improve their patients’ lives with procedures such as viscosupplementation, guided knee injections, epidural steroid injections, and radiofrequency ablation.
While ARC was already an established practice with loyal long-term clients, it sought Integrate’s help to increase appointments booked through the website. Our goal was to enhance ARC’s site with keyword-rich content while driving traffic via targeted pay-per-click (PPC) advertising.
Our content and advertising teams developed a strategy to make ARC more visible to patients searching for arthritis relief. The content team wanted to populate the site with useful and optimized content that would attract both patients and improve rankings in search engines. The PPC team sought a deep understanding of ARC’s audience in order to deliver ads on relevant platforms at the most favorable times.
The first step in our content creation process was to conduct extensive keyword research. We determined which words and phrases users employed in their search queries, then developed content to meet the needs of those users. Patients seeking information about arthritis remedies, for example, were likely to find ARC blog articles in their search results pages. For patients interested in booking an appointment with a healthcare provider, ARC’s high-ranking landing pages delivered opportunities for relationship-building and conversion.
The PPC team created targeted ads based on users’ searches and past interactions. By segmenting ARC’s audience and delivering ads to platforms on which users already spent time, we were able to significantly increase traffic and sales.
Through our omnichannel approach, we more than doubled the number of leads submitted via online forms year over year. PPC advertising generated a significant increase in appointments, with conversion growing by 45%. We also maintained a click-through rate of 6.46%, which is significantly higher than the health industry standard of 3.27%. The performance of our optimized content was equally exciting, with a whopping 30 of the ARC site’s landing pages appearing within the top 10 Google search results.
While ARC opted to use only two channels in its efforts to increase web traffic, the combination of PPC advertising and optimized content proved a successful omnichannel approach.