Solution

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For all intents and purposes, this was a new initiative for Hamilton. They recognized the value that online appointment requests could have on their goal to increase the number of patients that they service, but they hadn’t put together a plan to accomplish it.

• There were a couple of unique challenges that had to be overcome:
• There hadn’t been a targeted marketing plan put in place that could be used to let people know about this new initiative
• The website didn’t have the content or the elements needed to facilitate people being able to request appointments, online
• There wasn’t a enough traffic coming to the website to perform the necessary analysis to support this type of an initiative

Because this was a new initiative we started with developing the strategic plan which focused on two tactics:
Drive people to the website that were highly likely to use Hamilton’s services.
Create an online experience that would build trust and generate conversions among these visitors.

Step 1

The first step on our process what to develop digital marketing campaigns that were highly targeted to Hamilton’s core audience.

Once all of the ads and posts were created we developed a landing page and form for people to use for requesting appointments at one of Hamilton’s clinics

Step 2

Our second step was to create a process that would ensure the results of this effort never became stagnant.
To accomplish this we identified the key performance indicators that would be important and established monthly review calls to assess performance.