Driving Community Healthcare Growth
For over seven years, BrownRice Marketing has helped a multi-location Community Healthcare Center expand its reach and connect essential services with the people who need them most.
A Multi-Channel Advertising Strategy
Through a targeted, data-driven approach, we implemented a strategic media mix to increase patient engagement, optimize marketing performance, and drive measurable growth.
The Challenge
Initially, the goal was to generate more calls and foot traffic to clinic locations. Over time, the objectives evolved to focus on specific metrics, including:
- Increasing appointment requests for key services.
- Maintaining a cost per click under $4 and a cost per call under $40.
- Optimizing ad spend for targeted, high-impact engagement.
The Approach
Strategic Multi-Channel Advertising
To maximize reach and effectiveness, we implemented a comprehensive media mix, including:
- TV & Radio Advertising – Strategic placements on programs most relevant to the target audience.
- Billboards & Digital Display Ads – Increasing local visibility and brand recognition.
- Google & Facebook Ads – Hyper-targeted campaigns for high-intent users.
- YouTube Video Ads & Website Re-marketing – Re-engaging potential patients and reinforcing messaging.
Our focus was on delivering ads to the most relevant audience—not just generating clicks and impressions.
The Results
Optimized Website & Measurable Growth
Early in the partnership, we identified that the client’s website was not optimized for lead generation. By working closely with their developer, we implemented key improvements:
- Enhanced lead capture forms and individual service pages.
- Reduced website bounce rate from ~70% to under 15%.
- Significant increase in appointment requests through the website.
The Impact
Sustainable Growth & Expansion
Through consistent collaboration and data-driven decision-making, the healthcare provider achieved:
- The opening of two new locations, with plans for further expansion.
- Streamlined reporting, empowering leadership to track marketing impact.
- Improved ad performance through better patient data and insights.
A Partnership Built for the Future
By continuously refining strategies and aligning marketing with patient needs, BrownRice Marketing remains committed to the ongoing success of this healthcare provider. With a data-focused approach and a commitment to impactful advertising, we’re helping them expand access to quality care for their community.
