Featured Case Study:
Women’s Health Arizona
How a family of ObGyn physicians became a top Phoenix metro area healthcare brand.
Note: Marketing strategy and execution were managed by Courtney Kolling of Koll Marketing while working for Quaintise. Courtney was responsible for the entirety of client work and marketing results.
17% CVR
$6.81 cost per lead
11K social media followers
53% traffic increase
143K email
subscribers
Company Overview
Women’s Health Arizona is the largest obstetrician-gynecologist practice in the state of Arizona with over 140 providers.
Founded by physicians in 2007, the practice is dedicated to providing exceptional women’s healthcare through its branch offices and Valley-wide locations. Providing a unique medical model with independently operated branches as part of a single larger family, the practice has transformed into a respected authority in Arizona healthcare. With more than a dozen accessible locations, they make it easy for women to find a trusted provider in the Phoenix area.
Background
Over a 8-year span, Courtney Kolling led marketing efforts for Arizona OBGYN Affiliates (AOA) as they doubled in size. In 2021, AOA became a member partner of Women’s Health USA and rebranded to Women’s Heath Arizona. Courtney played a key role in rebuilding brand identity and engaging the patient base throughout the rebranding phase and beyond.
Marketing Strategy
- Promote obstetrics and gynecology services to women in various life stages
- Discuss relevant health topics to educate and engage the patient base
- Appeal to women in all stages of their journey (awareness, interest, consideration, intent, evaluation, conversion) through a full-funnel content marketing strategy
- Develop and continually optimize ad campaigns for lead generation
Paid Search Campaigns Resulted In a 17% Conversion Rate
We launched various paid search campaigns to increase patient volume. First, campaigns were organized into subcategories based on high intent keyword themes as well as by geographic location. Next, ad groups were segmented by match type which allowed us to funnel traffic to exact match keywords that tend to have higher quality scores and therefore lower cost-per-clicks. We tested messages for specific themes to find what drove the best click-through rates and highest conversion rates.
We continued to optimize keyword coverage and expansion and tested phone call ads versus landing page ads. As expected, smart bidding delivered cost per conversions that were 30% lower than manual bidding strategies so smart bidding was rolled out across all campaigns.
In addition, Courtney made numerous optimizations including pausing keywords that weren’t converting well, excluding inefficient keywords, and implementing negative keywords to prevent the ads from being displayed for irrelevant searches. At a cost of $6.81 per appointment request, the return on investment for paid search campaigns was strong.
Social Media Marketing Led to Increased Brand Awareness
As a newly rebranded ObGyn group, Women’s Health Arizona lacked brand awareness in the Phoenix area which hindered their ability to attract new patients. Choosing a healthcare provider is a carefully considered decision, and most women won’t choose an unknown brand. Furthermore, most social media users aren’t actively looking for a women’s healthcare provider nor are they ready to book an appointment. Multiple touchpoints are necessary before a prospective patient is ready to schedule an appointment.
We developed high-quality ad creative that followed Facebook’s best practices and generated a low cost per click. In addition, we used Facebook Audience Insights to create custom audiences including Phoenix-area newlyweds with an interest in motherhood. As a result, Facebook followers reached 11K and increased over 10% annually.
Courtney developed educational and engaging social media content to appeal to patients in the awareness stage who were not yet ready to convert. These organic posts helped grow the Women’s Health Arizona brand, increased social followers, and drove substantial website traffic.
Blog Article Development Increased Search Engine Optimization
An important part of establishing Women’s Health Arizona as a top Phoenix metro area brand was building out their blog. With the guidance of Dr. Swarup, Courtney developed over 110 articles covering a variety of topics intended to resonate with women in all stages of life – from puberty through menopause. Courtney worked with upper management to ensure all articles were physician approved prior to publishing. The top 5 articles alone drove over 35K monthly website visitors, thereby increasing brand strength, search engine rankings and domain authority.
Patients Were Nurtured Through a Profitable Monthly Newsletter
The Women’s Health Arizona email newsletter reached over 143K Phoenix-area women. Readers frequently reached out with health questions and shared personal photos and stories with the community of subscribers.
It was a platform for women to share their experiences and connect with others which in turn strengthened the client's brand. For example, a patient shared her emotional journey through miscarriage, pregnancy, and childbirth. We published her story on the blog and then shared it within the newsletter. This inspired other Phoenix-area women to comment and share their stories and support.
The newsletter was also a substantial stream of revenue for Women’s Health Arizona. Courtney managed advertising partnerships including a three year partnership with Bayer Pharmaceuticals. Women’s healthcare products and services were promoted when they were a good fit for the Women’s Health Arizona patient base.
About
Koll Marketing is focused on digital marketing solutions that drive growth for healthcare groups.
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Healthcare Groups
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