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Autum Digital was selected by a 28,000-employee regional health system to optimize and manage an $870,000/month Google Ads Program. The engagement started by working with leadership to determine the highest priority departments and modalities within the organization, which determined the structure of ad campaigns, and their relative priority. The Autum Digital team successfully re-built ad campaigns to align with a location and provider-based strategy, allowing the hospital system to increase appointments set by advertisements by more than 195% (from the same spend) for one department. Autum continues to maintain the provider-level data, campaign structure, and optimize campaigns per best practice.
Autum Digital was selected by a health system with 700+clinical locations (including outpatient sites and doctor’s offices) to manage thesyncing of both location data, and provider data to key sites. According toConsumer Reviews research:
· 69.9% see positive doctor reviews as “very” or“extremely” important.
· 72% use reviews on doctor rating sites as the first step to finding a new doctor.
· 60.8% of consumers avoid doctors based on negative online reviews.
It is critical that provider data is present, and accurate on the websites where patients are searching. For this health system, that required a unidirectional sync between a proprietary ERP system, and review sites like HealthGrades, Vitals, ZocDoc, RateMDs and more.
Despite many dialysis patients relying on Medicare forservice payments and reimbursement, and the applied pressure to profit associated therewith, Dialysis Centers remain a profitable modality for most health systems, but one where patient experience and patient choice is important. Autum Digital was selected by a 6-location regional center that focuses on exceptional patient experience. The Autum team created a complete search engine marketing program, including Google Ads, Local Service Ads, Google BusinessProfile Optimization, and Search Engine Optimization – the net result of which was a 316% increase in Patient Volume from the internet.
Online tracking of a patient’s activity on hospital’s website is becoming increasingly regulated. The Department of Health and HumanServices released a statement in December of 2022 giving guidance that 3rd party tracking of user behavior on a hospital/healthcare website, where a specific condition could “inferred” was in fact a violation of HIPAA.Additional complexity applies for health systems under the scope of California’sCCPA privacy law. One such small regional hospital system selected Autum Digital to overhaul their online tracking technology, and to create dashboards that show the efficacy of various digital marketing efforts in terms of new patient and existing patient appointments and phone calls. In addition to providing this solution, the Autum Digital worked with the IT Security team to perform a compliance checklist of the overall solution.
A large, well-established health system engaged Autum Digital to better understand the market position of their Cancer Care, and to specifically better understand customer sentiment toward the brand. The Autum team conducted traditional market research via survey and focus group to identify positioning, and several hypotheses, which were futher validated by online marketing data. The Autum Team took the results one step further, making specific, tactical recommendations for how they brand could alter a variety of current digital marketing efforts to augment the perception by patients and families at every phase of researching, selecting, and receiving care for cancer. The impact of these changes was quantified after one year by a secondary study, which showed that the brand perception was shifting within the perceptual map which was validated early in the engagement.
We understand the healthcare industry extremely well - and have a track record of partnering with organizations for long term, sustainable growth. Request a Discovery to see how autum can help your organization!
