REGULAR CONTENT
Final ID
532
Type
Original Scientific Research-Oral or Pos
Authors
A Shiloh1, M Spitalli2
Institutions
1Aria Health, Churchville, PA, 2Aquire Health Care Marketing, Naperville, IL
Purpose
Founded a new vein and aesthetics practice one day a week in Q2-15 as an adjunct to clinical hospital interventional radiology practice. Hypnotized that the addition of digital and social media marketing tactics would accelerate new patient growth and total practice income.
Materials & Methods
To improve overall acquisition rates, conversion rates, and profitability from new patients, we evaluated the performance of baseline and add-on marketing tactics year-over-year during the peak summer acquisition months of June, July, and August. Additionally, we analyzed the socioeconomic and demographic segment-specific conversion of recently acquired patients at the zip code level. The data from all sources was utilized to develop a new patient profile. Subsequently, the updated profile was used to create new digital and traditional promotional assets. Tactics were evaluated based on scalability, the predictability of outcome, reproducibility, investment level, and development time to market. Digital assets included website updates, content marketing, SEO optimization, and paid search. Social media efforts included Facebook, Twitter, blogs, and LinkedIn. On each social platform, original copy, as well as unique video assets were utilized. Traditional media assets include printed collateral such as brochures, out-of-home such as kiosks, and patient education materials.
Results
The addition of new digital and social media marketing tactics had a measurable positive effect on new patient acquisition. Increasing paid search spending during peak acquisition months increased online engagement by 360.3% and unique visitors improved by 352.2%; organic and paid search volume by 58.8%, yielding a 73.5% increase in new patients calls during peak patient acquisition months (June, July, August). Total practice income grew by 45.6% period-over-period.
Conclusions
Increasing digital and social media-based promotion while customizing promotional assets targeting the highest converting behavioral and sociodemographic segments delivered increased new customer growth at a lower acquisition cost and improved profitability in a varicose vein and aesthetic practice.
Final ID
532
Type
Original Scientific Research-Oral or Pos
Authors
A Shiloh1, M Spitalli2
Institutions
1Aria Health, Churchville, PA, 2Aquire Health Care Marketing, Naperville, IL
Purpose
Founded a new vein and aesthetics practice one day a week in Q2-15 as an adjunct to clinical hospital interventional radiology practice. Hypnotized that the addition of digital and social media marketing tactics would accelerate new patient growth and total practice income.
Materials & Methods
To improve overall acquisition rates, conversion rates, and profitability from new patients, we evaluated the performance of baseline and add-on marketing tactics year-over-year during the peak summer acquisition months of June, July, and August. Additionally, we analyzed the socioeconomic and demographic segment-specific conversion of recently acquired patients at the zip code level. The data from all sources was utilized to develop a new patient profile. Subsequently, the updated profile was used to create new digital and traditional promotional assets. Tactics were evaluated based on scalability, the predictability of outcome, reproducibility, investment level, and development time to market. Digital assets included website updates, content marketing, SEO optimization, and paid search. Social media efforts included Facebook, Twitter, blogs, and LinkedIn. On each social platform, original copy, as well as unique video assets were utilized. Traditional media assets include printed collateral such as brochures, out-of-home such as kiosks, and patient education materials.
Results
The addition of new digital and social media marketing tactics had a measurable positive effect on new patient acquisition. Increasing paid search spending during peak acquisition months increased online engagement by 360.3% and unique visitors improved by 352.2%; organic and paid search volume by 58.8%, yielding a 73.5% increase in new patients calls during peak patient acquisition months (June, July, August). Total practice income grew by 45.6% period-over-period.
Conclusions
Increasing digital and social media-based promotion while customizing promotional assets targeting the highest converting behavioral and sociodemographic segments delivered increased new customer growth at a lower acquisition cost and improved profitability in a varicose vein and aesthetic practice.