Hero Practice Services

Pay-per-click (PPC) can get unruly without proper management, so we were careful to dial in our campaigns with a goal to decrease Hero’s cost per lead.

We started by testing with geo-targeted search campaigns across 27 offices, 20 cities, and 5 states. Then, we optimized them over time by testing creative copy and leveraging bidding tactics around the time of day, day of the week, device, gender, income, and language. Our highly successful campaigns helped them expand from 27 to 40 locations!

Users interact with advertising differently on social than on any other platform, so we carefully constructed campaigns that were relevant to a precise audience. We curated that audience by remarketing to those who had visited a Hero site previously and by using criteria defined by look-alike prospecting, demographics, location, and income level.

We tested and optimized for all available ad formats, including Facebook feed, Instagram story and carousel, and lead forms.

We utilized display ads to fuel the patient funnel.

We started by retargeting those who had visited a Hero site previously or who were part of an existing email list. Then, we began prospecting through targeting by demographics and geo-fencing with deep geographic and creative granularity. That way, performance data could be collected at both the ad size and theme level.

One of the most effective ways to attract new patients is to show up on paid, organic, and local ad results, so we set out to own the search engine results page (SERP).

We accomplished this through both on-site and off-site SEO tactics, including making the website user- and Googlebot-friendly, building high-quality links, and growing quality content on the site. We followed through with monthly reporting on rankings, traffic, links, conversion, crawl errors, and competitive SEO data to ensure things were working like they should.

Additionally, we provided recommendations in the areas of schema improvements, link-building initiatives, guest blog posting, local optimization, and strategic content planning and execution to further optimize results.

One key part of local optimization for Hero was to ensure that the name, address, phone number, and photos for each of their practice locations were accurate across multiple local directories.

We implemented a solution that allows them to manage and update all clinic location information in one place so they can ensure data consistency across devices and directories, including Google My Business, Facebook, Yelp, Apple Maps, Bing Places, and more.

In order to understand both the components and the overall performance of this integrated campaign, we provided both initial and ongoing recommendations on how to track and report on primary conversions, such as form fills and phone calls. We also provided analysis related to attribution and cross-channel activity.

Close coordination with the phone call tracking vendor allowed us to set up advanced call tracking, including Google My Business calls, in an SEO-friendly manner that preserved name/address/phone number (NAP) consistency signals.

In addition to ongoing monthly initiatives, we also completed account and website audits, landing page recommendations, creative consulting through the redesign of the logos for four of the company’s brands, Conversion Rate Optimization (CRO) and testing to improve quality scores for paid ads.