If your organization has increasing patient conversions, growing a specific service line, or drumming up business for a new location on its 2025 to-do list, healthcare search engine marketing is just the way to do it.
Search engine marketing (SEM) is the strategy of utilizing paid advertisements on search engine results pages to increase awareness and drive users to your website. Healthcare marketers use paid ads to capture potential patients’ attention at crucial moments in their online care journey and guide them toward a specific service line or location.
Over the past year, Geonetric has helped clients across the country meet their healthcare search engine marketing goals and win some awards while doing so. If you’re looking for SEM inspiration for your organization, check out these 2024 award winners!
University Health
Geonetric has worked with San Antonio, TX-based University Health on its healthcare search engine marketing efforts since 2021. One specific multi-year campaign was designed to promote the health system’s primary care services and increase online appointment scheduling while staying on budget and decreasing cost per conversion.
The multi-year format of this campaign allows the Geonetric team to continuously experiment with campaign assets to drive the best results. Those assets include keyword research, search engine-optimized landing page copy, the landing page design, ad copy, and more.
As a result of this experimentation, University Health saw its highest number of online appointment requests to date, as well as year-over-year results including:
- A 26.3% increase in overall conversions
- A 19.5% decrease in cost per conversion rate
- A 30% increase in conversion rate
These impressive results earned University Health a Platinum MarCom Award for SEM Campaign, as well as a Gold Award for Best Search Engine Marketing Campaign in the eHealthcare Leadership Awards.
ProHealth Care
Waukesha, WI-based health system ProHealth Care has partnered with Geonetric to provide SEM and paid advertising services since 2020, including an ongoing campaign to increase site traffic to priority service lines and boost online appointment scheduling while decreasing the cost per conversion.
This campaign was designed to drive organic traffic and online appointment scheduling, effectively track conversions, and decrease conversion costs to maximize the organization’s digital ad spend.
To connect with the right audience at the right time, Geonetric created ads that target users in southeastern Wisconsin, where ProHealth has more than 80 locations. The team also optimized the ads for relevant keywords and continuously monitored performance to pinpoint opportunities where paid ads can enhance organic traffic without undermining SEO success.
Since this healthcare search engine marketing partnership began, ProHealth has earned more than 4.3 million impressions, 383,900 clicks, 84,900 conversions, and a 22.28% conversion rate.
For those results, ProHealth earned a Gold MarCom Award for SEM Campaign.
Hartford HealthCare
Hartford, CT-based Hartford HealthCare has worked with Geonetric for more than five years to make its healthcare search engine marketing efforts more cost-effective while breaking down the system’s siloed approach to harmonize digital advertising across organic search, paid ads, and other channels.
To optimize Hartford HealthCare’s ad spending, Geonetric uses weighted conversions, which allow Google to prioritize certain conversions based on their strategic value. By informing Google which conversions carry more significance for this ad strategy, the Geonetric team can optimize for the most valuable user actions and lower the cost per conversion.
These campaigns are also continuously improved to respond to healthcare trends and consumer needs to help build brand awareness, reach patients at critical points in their care journey, and encourage consumers to make informed healthcare decisions.
Since their Geonetric partnership began in 2018, SEM and pay-per-click efforts have earned Hartford HealthCare more than 255 million impressions, 1 million clicks, 111,500 conversions, and a 10.16% conversion rate. These incredible, ongoing results earned Hartford HealthCare a 2024 MarCom Award Honorable Mention for SEM Campaign.
Need more inspiration?
A great healthcare search engine marketing campaign isn’t worth much without an outstanding website to send users to. Check out these 2024 award-winning Geonetric client websites to inspire your next refresh, redesign, or intranet project!
To learn more about search engine marketing, check out our Digital Advertising service page and request a free consult from our team today! Your organization could start seeing incredible results like these in the coming years and even pick up a few awards along the way.
Have more questions about SEM, digital advertising, or website development? Let our team know — we’re ready to help take your digital healthcare marketing to the next level!