Achieving 449% ROI for a national healthcare enterprise
449%
ROI from integration campaigns
293%
Increase in new patient calls
30+
#1 SEO rankings
Having used Broadbased Communications as our agency partner for more than a year now, I can say that they bring an incredibly personalized touch along with their vast knowledge and resources for the midsized (and RAPIDLY growing) healthcare company. From standard marketing practices to out-of-the-box ideas, I know I can always approach anyone on their team with a question or a problem.— Clay Barnett, Marketing Director
Challenge
Complete Health, a rapidly growing Jacksonville-based healthcare organization, needed a marketing strategy that could scale alongside its expansion—from 3 locations in 2019 to 39 practices nationwide by 2025. Key hurdles included:
- Fragmented patient data across multiple Electronic Medical Record (EMR) systems, making ROI tracking nearly impossible.
- Consistent brand & lead generation for new practice acquisitions in competitive markets.
- Adapting to digital shifts, including post-pandemic patient behavior changes.
Solution
BroadBased developed an integrated, data-driven marketing framework designed to evolve with industry trends, not just rely on them.
- Scalable Marketing Playbooks
- Customized brand guidelines and onboarding processes for new acquisitions.
- Dynamic campaign sequencing: Awareness → Lead Gen → Retention, adjusted for local markets.
- Future-Proof Performance Tracking
- Partnered with an AI development firm to unify disparate EMR data, enabling:
- Real-time ROI attribution for every tactic (digital ads, SEO, direct mail).
- Lifetime value projections by patient type—critical for budget allocation.
- Partnered with an AI development firm to unify disparate EMR data, enabling:
- Agile Organic Growth Engine
- Evergreen SEO strategy focused on user intent (not just keywords), ensuring resilience against algorithm updates.
- Content hubs updated quarterly to align with search trends and patient needs.
Results
Outcomes that scale—and stay relevant
- 449% ROI from integrated campaigns (2019–2025), with tracking refined annually.
- 293% increase in new patient calls from organic search, sustained through Google’s 2024 core updates.
- 30 #1 rankings + 135 first-page rankings for high-intent terms, maintained via intent-based optimization.
Strategic Impact:
- Supported Complete Health’s growth to $700M+ revenue and 500+ employees.
- AI-powered tracking now benchmarks performance against current industry standards (e.g., 2025 healthcare marketing ROI averages).
Key Insights
- Scaling lead generation for large organizations requires a strategy that’s flexible and forward-thinking
- Leveraging emergent technology like AI and machine learning is critical to accurately track ROI and key performance-based datapoints
- For companies with dozens of locations across a wide geographic area, strategies and budgets must be well-documented on monthly, quarterly and annual intervals
