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CHILDREN’S SPECIALTY HEALTHCARE ORGANIZATION SERVING 25K PATIENTS ANNUALLY

Challenge

A powerhouse regional pediatric specialty care organization is doing world class work in a crowded local market. They are overshadowed by a large and successful children’s hospital with great brand awareness and name recognition. Their previous agency had focused on building brand awareness through traditional media, but lacked a unified strategic approach when it came to digital marketing.

Engagement

Bluespire created a unified strategic plan leveraging the organization’s compelling existing content. The strategy drives traffic through paid search, display and content marketing with the goal of increasing the provider’s footprint nationally and shoring up market share regionally.

CHILDREN’S SPECIALTY HEALTHCARE ORGANIZATION SERVING 25K PATIENTS ANNUALLY

Impact

Our initial campaign achieved a click-through rate (CTR) of 6.07 percent, nearly double the health and medical industry average of 3.27 percent and all industry average of 3.17 percent. Additionally we achieved a cost per video view of just over $0.04 and a cost per click in paid search of $0.77, both significantly surpassing campaign goals.

6%

Website rolled out

$0.04

Cost per video view

$0.77

Cost per click

Strategy insight

Paid search is a powerful marketing tool in itself, but in the hands of strategic marketers it can be flexed to reach multiple markets and achieve KPIs along a continuum of organizational goals.