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MARKETING CHALLENGE |
| • Increase preference/awareness for the St. John Health Weight Loss in an increasingly competitive market segment • Drive traffic via free seminars, consultations and referrals that result in increased number of patients • Generate calls/inquires for 1-866-823-4458 (answered by “weight loss specialists”) and confidential Web profiles to www.stjohnweightloss.com • Communicate “Center of Excellence” message |
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RESPONSE |
| • Execute via a direct response strategy (targeted dayparts) along with optimizing online media strategies (i.e. keyword search engines) • Create interaction and viral experiences driving consumers to another touchpoint (specifically Web as this audience indexes high for Web usage) • Leverage “A Passion for Healing” brand promise/tagline • Deliver real patient/real experience stories to create an emotional connection with potential patients as well as utilize word-of-mouth marketing • Utilize before/after photos |
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RESULT |
| • Monthly number of unique visitors to www.stjohnweightloss.com has grown substantially: January, 2008 (no mass media) averaged 536 vs. January, 2009 = 1711 (319% increase) • Time spent on www.stjohnweightloss.com has increased, as has the number of pages visited. • More even distribution of visits throughout the day: • Heavier traffic on weekdays, when most TV ads air. In past, weekends produced higher traffic. • Also seeing spikes during dayparts when ads air (early morning and early evening) • Increases in calls and seminar attendance: • New patient calls increase 270%. • Three times as many people attended seminars. • Web banner ads on Google and Clickondetroit.com (most visited website for target audience). February month-to-date searches on Google is 399 and hits from Clickondetroit is 350 (increase of 400 % and 100% respectively). |
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RELATED LINKS |
| PublicisIndianapolis.com Healthcare Expertise Healthcare Case Studies |
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PUBLICIS INDIANAPOLIS / 317.639.5135 / 200 S. MERIDIAN STREET #500 / INDIANAPOLIS, INDIANA 46225 |
