Kearney Regional Medical Center - New Patients Through Google Ads

CASE INTRODUCTION

Kearney Regional Medical Center (KRMC)

Platte Valley Medical Clinic, under KRMC, has been a cornerstone and leading clinic in Central Nebraska and Northern Kansas for over 60 years, offering comprehensive healthcare services.

KRMC partnered with Murray Marketing Services to acquire new patients across 12 service lines using highly targeted Google Search Ads. Our campaigns focused on "best [service/practice area] near me" keywords and optimizing for high-value conversions such as phone calls and clinic directions.

During the period of January 1, 2023 - December 1, 2023, our campaigns saw the following metrics:

• 491 Phone Calls
• 189 Additional Directions to the Clinic
• 15.02% Conversion Rate (113% Higher than Google Ads Average)
• $20.99 Cost Per Lead (44% Better Than Average)

CAMPAIGN PLATFORM OVERVIEW

Google Search Ads

For Kearney Regional Medical Center, we strategically chose Google Search Ads as our platform, recognizing its unparalleled capability to reach potential patients precisely when they are actively seeking healthcare services.

This choice is particularly vital for service-based and healthcare businesses, as it aligns with the critical moments of patient decision-making. Google Search Ads empowers us to target high-intent keywords like "best [service area] near me," ensuring our ads are displayed to those in immediate need of medical services.

The Google Ads approach not only maximizes the relevance and impact of our advertising efforts but also significantly enhances the likelihood of converting searches into tangible patient engagements, making it an essential tool in our digital marketing arsenal for healthcare providers.

HIGH PERFORMING LEAD GENERATION

Campaign Performance vs. Industry Averages

Conversion Rate:

• Our Campaigns: 15.02% (113.35% Higher than Average)
• Industry Average: The typical conversion rate in Google Ads for 2023 stands at 7.04% across various industries (Mega Digital)​​.
• For physicians and surgeons specifically, the conversion rate was around 3.36%​​, making KRMC's performance notably higher (Evolve Healthcare).

Cost Per Conversion:

• Our Campaigns: $20.99 (44.34% Better than Average)
• Industry Average: The average cost per acquisition (CPA) for various industries can be considerably high, with some reaching up to $132.95 in sectors like Career & Employment​​.
• When looking at the medical industry specifically (Physicians & Surgeons), the average is $37.71, leading to our cost being 44.34% better (Mega Digital).

INCREASE NEW PATIENT ACQUISITION THROUGH GOOGLE ADS

Key Takeaways

• The campaign generated 491 phone calls and 189 directions to the clinic, indicative of strong engagement and interest from the target audience.
  
  
• A strategic focus on non-branded, high-quality keywords and precise location targeting ensured ads reached the most relevant audience within the service area.
  
  
• Excluding branded terms helped avoid unnecessary ad spend, leveraging organic search results to capture that traffic.
  
  
• The remarkable conversion rate and cost-effectiveness of the campaign stand out, especially when compared to industry benchmarks. This underscores the precision of targeting and the compelling nature of the ad creatives used.
  
  
• The high ROI from the campaign highlights the value of integrating strategic keyword selection with focused targeting to reach potential patients effectively.