Triple-digit traffic increases for a community healthcare leader

117%
YOY increase in overall website traffic
142%
YOY increase in unique website page views
Challenge
The town of Macclenny is 30 miles east of Jacksonville, Florida, a major metropolitan area that offers an abundant choice of healthcare providers. Lake City to the West also offers a large selection of healthcare options. BroadBased is tasked with increasing awareness of Baker County Medical Center to the local drive community with the message that quality healthcare providers and cutting-edge technology are available right in Macclenny. There is no need to travel to larger metro areas for quality care.
Solution
We target prospective patients where they are. An integrated marketing strategy includes Print, TV, Radio, Facebook advertising, Google PPC and digital advertising on YouTube and in-game apps. We supplement these efforts with awareness postcards mailed to people new to the area. For better budget management, regional TV and Radio tactics were replaced with OTT and Digital radio, and all tactics target prospects by zip code exactly in the desired geographic footprint.
Results
- 117% year-over-year increase in overall patient traffic
- 142% year-over-year increase in unique website page views
- 5% increase in new user website traffic, even with a reduced geographic reach.
Key Insights
- Don’t overlook the importance of organic search as a primary traffic source to the website.
- Robust website copy facilitates inbound visits from individuals searching for the specific services offered at Dopson Family Medical Center.