Integrated Lead Generation Campaign

Summary

Brigham and Women’s Hospital (BWH) is one of the top hospitals in the US across a variety of different medical specialties, and a national leader in medical research and innovation.

BWH came to Overdrive to increase the number of booked appointments generated by their search and digital lead generation programs. Overdrive worked with BWH to launch a restructured paid search program, optimize the hospital’s organic search presence, implement retargeting and more. As a result, both traffic and conversion rates for booked appointments increased, and the cost per booked appointment was significantly reduced.

Paid Search Management (SEM)
Search Engine Optimization (SEO)
Display Banner Ads
Landing Page Design and Development
Campaign Tracking and Web Analytics
Phone Tracking
Post-Conversion Lead Tracking

Paid Search

Overdrive restructured BWH’s paid search initiatives to focus on high-priority medical specialties offered by the hospital. The following tactics were implemented to target users who were looking to book appointments:

Tightened Geotargeting
Updated Ad Copy
Modified Match Types
Keyword Refresh

White Hat SEO

Overdrive assessed BWH’s online natural search presence in the top three major search engines (Google, Bing, and Yahoo), using our findings to improve BWH’s search rankings, natural site traffic, and lead flow. We used the following white hat SEO tactics:

Code Assessment
Content Development
Meta Tag Development
Interlinking
XML Sitemap Development
Monthly Keyword Tracking
Competitive Analysis
Training
Call-to-Action Integration

Display Banner Ads

Display banner ads were created specifically for use in retargeting display campaigns in order to re-capture non-converting users at various stages in the appointment booking process.

Landing Page Design and Development

Overdrive helped BWH design and develop new landing pages that focused on lead generation. These pages both simplified the conversion process and increased conversion rates.

Campaign Tracking and Web Analytics

Overdrive utilized a full battery of the campaign and web analytics platforms including Google Analytics, MediaPlex, AdWords tracking, and CRM tracking.

Phone Tracking

Overdrive installed a phone tracking program that allowed BWH to attribute appointments booked via phone to specific digital marketing programs. Unique phone numbers were assigned to specific traffic sources.