An urgent care and healthcare service straight to your door. Gatorworks helped bring back “the Return of the House Call” through a customized digital marketing strategy.
The Client
An Australian-based company moved to Nevada and brought an innovative healthcare service right to patients’ doors. Literally. Doctoroo is a an urgent care on wheels, sending doctors and healthcare professionals directly to a patient’s home for care.
Rather than sitting in an uncomfortable and expensive Emergency Room, Doctoroo allows the patient to wait for treatment in the comfort of their own home. This mobile urgent care company helps prevent crowded ERs and deliver care faster, safer to folks who need it. With such a unique business model for healthcare in this day and age, they needed a digital marketing company to help spread the word across the areas they served.
Frustrated with their current agency, Doctoroo turned to Gatorworks for better reporting, a more customized strategy, and top-tier customer service.
A Digital Agency Switch
When Doctoroo first found Gatorworks through a referral, they came with a list of grievances from their current digital marketing partner. Passed around from three different account managers, they worried that important campaign details might be falling through the cracks. With each new contact, they had to reteach their business, and most communication was slow and lacked clarity. Apart from the service itself, Doctoroo knew their digital marketing could be doing more for them. They looked for a proactive advertising strategy with deeper analytics and a more comprehensive analysis. In short, they wanted a true partner who could help them understand the complexity of digital marketing tactics and learn how their money was really being spent.
Our team at Gatorworks didn’t just hear these concerns; we addressed them and surpassed their expectations in service and results. A wealth of experience with healthcare digital marketing meant that we brought to the table years of experience already.
Setting Up For Success With One-Time SEO
Before any significant marketing efforts happened, we wanted to ensure the site was optimized from a search engine standpoint. Our goal was to evaluate and address the site so that the technical on-page SEO was correct and optimized. By looking at metadata, alt tags, heading structure, site speed, and other factors, our team oversaw an 84% increase in organic search traffic within a year of our efforts. This huge increase led to the most important growth: new patients. We saw an incredible 273% increase in organic conversions by form, calls, or click-to-calls on the website. These were quality conversions that led to new patient appointments.
Pay-Per-Click Strategy
Due to the service being on wheels with a very specific location area that employees could reach, much of our early efforts were focused on ensuring that we were targeting the right areas using a combination of specific keywords, zipcodes, and radius targeting within the Las Vegas and Reno / Carson City.
Once we were able to guarantee that no waste was happening due to incorrect location targeting, the real campaign optimization began in earnest. With highly targeted and optimized ad copy and other features such as structured snippets and bidding strategies, we were able to grow their ad campaigns in a very real, impactful way. Again, within only the first year, we saw a jump from 1,200 conversions to 12,000, an 800% increase that led to significant financial return on investment for our client.
Brand Awareness in Programmatic
With such large increases in organic and paid search efforts, Doctoroo was willing to tack on additional digital marketing services to enhance their digital presence and bring in more leads. We turned to targeted display advertising to help with that top-of-the-sales-funnel marketing need. Using design ads, we employed a variety of tactics to reach the right users, increasing brand awareness for a company that was still getting its feet on the ground in the area. Even by employing simple tactics such as website retargeting and geofencing, we saw 3,500 conversions from programmatic display alone within the first year.
Paid Social Traffic Gains
It’s no secret that most people find new brands and products through their friends, often via social media feeds. Paid Social is another important ingredient to a well-balanced digital marketing plan. Within a year of running paid social ads on Facebook and Instagram, we saw an incredible increase of over 600% in traffic to the site, with conversions from social media sources jumping from 81 to over 1,400.
Project Summary
Doctoroo continues to use Gatorworks as a valued partner with their digital marketing to help them grow and expand to new markets, as they work diligently 7am to midnight, 365 days of the year, bringing quality healthcare to the patients’ door.