Search volume for “primary care physician” and “telehealth” is in the millions/month. Capturing this traffic is expensive, competitive and noisy. HealthTap needed to compete in these results but was burning budget.
Five thousand long-tail keywords with low competition and low cost-per-click (but some sizeable search traffic). Localized ad copy. Words like “primary care zoom health” and “virtual doctor appointment” converted well below the target acquisition cost.
Growth. Lots of it. Within three months we lowered customer acquisition costs 40% in the paid search channel. We found the ceiling for customer acquisition costs to lifetime value and allocated spend to different regions based on responses to our campaigns.
40%
Decrease in Customer Acquisition Cost
13%
Increase in overall youth enrollment state wide
270
New evergreen videos and graphics created for use on TV, website, social media, paid ads and YouTube
(1) Identify Goals: North Star – (2) Digital
Foundation – (3) Custom Experience Build –
(3) Lead Gen Playbook – (4) Iterate – (5) Celebrate
Let’s Start A Conversation
