In honor of Geonetric’s 25th anniversary, we’re sharing the stories and successes of just a few of our healthcare clients across the United States. Some have been with us for decades, others just a few years; some are major health systems, others just one standalone hospital. But one common thread ties them all together: Geonetric has helped them take their digital marketing programs to new heights.
San Antonio-based University Health was founded in 1917 as Bexar County’s first public hospital. In the decades since, it’s grown to become the third-largest public health system in the state of Texas, with two teaching hospitals, a Level I trauma center, and dozens of other locations across the San Antonio metro area.
University Health joined forces with Geonetric in 2019 when the organization needed a strategy and design partner for a website redesign and a new content hub to host its blogs, videos, and educational content. University Health was working with another agency at the time to handle the actual development of the new site, but Geonetric’s healthcare expertise and focus on measurable results impressed the team.
“We really liked how they approach new projects, especially that redesign, and that they are healthcare-specific. They understood our audience,” explained Selene Mejia, Digital Marketing Director for University Health.
After the successful launch of its new website, University Health continued working with Geonetric to add components and features to the website, like additional content and a dedicated pediatrics microsite.
Searching for results
In 2021, Geonetric assisted University Health with a new project: boosting the return on investment of its pay-per-click (PPC) and search engine optimization (SEO) efforts.
In particular, the University Health team needed help building on a previous search engine marketing (SEM) campaign targeting two of its pediatric locations to include 13 additional clinics. After Geonetric stepped in, the first year of the revamped campaign led to a 170% increase in conversions and a 46% decrease in the cost per click.
While Mejia had worked with previous agencies on SEM campaigns before, Geonetric’s commitment to continuous improvement and staying on the cutting edge of search technology stood out.
“We admire their proactive approach in every campaign they handle for us,” Mejia said. “Every two weeks, they introduce fresh ideas to enhance our paid advertising campaigns through A/B testing, adjusting keywords, and exploring new platform features.”
Geonetric was originally tasked with managing six of University Health’s campaigns for 15 months. After seeing the initial results, Geonetric took over four additional campaigns as well as managing the system’s SEO and personalization approach.
Promoting primary care
Today, a primary focus of Geonetric’s work with University Health is an ongoing SEM campaign focused on increasing awareness of its primary care services and boosting appointment requests.
Geonetric’s strategy for this primary care campaign embraced Google’s automated bidding system, maximizing conversions while staying within University Health’s fixed budget. The team also leveraged responsive search ads that adapt to the user and show them the most relevant message possible to help connect new patients with the primary care services they require.
While this campaign has been ongoing, a series of experiments in late 2023 — two years after it first launched — led to a record-setting number of appointment requests in 2024.
“Service line leaders are pleased with the overall results,” Mejia noted.
Looking to the future
Next up for University Health’s partnership with Geonetric are new SEM campaigns, including one focused on the back-to-school season and another on pulmonology.
In addition to future projects, Mejia also appreciates Geonetric’s proactive approach when it comes to breaking developments in the healthcare marketing and technology fields.
“I have worked with other agencies, and usually it was me bringing those kinds of things to them, like ‘Oh, have you heard about this?'” Mejia said. “In this case, [Geonetric] brings that information to us. I particularly value Ben and his team for keeping us informed about HHS guidelines regarding analytics and HIPAA.”
“They consistently innovate to ensure our users have good experiences, even when factors are beyond their control. For instance, Brad personally called our phone number to verify call functionality after noticing a discrepancy in analytics,” Mejia recalled. “For partnerships, we look for someone who can keep us up to date and at the forefront, and Geonetric does that. We’ve been consistently impressed by how they help us in staying competitive.”
Ready to experience the Geonetric difference?
Geonetric has 25 years of digital marketing know-how and healthcare-specific experience ready to go to work for you. If your organization is ready to supercharge its marketing efforts, connect with us today!