How FirstHealth Got A First-Class Site
FirstHealth is a non-profit health care network located in Pinehurst, North Carolina. Comprised of multiple hospitals, primary and convenient care clinics, dental centers and more, FirstHealth is widely regarded as one of the Southeast's premier medical systems. Their website and means of communicating their expertise and vast specialty care areas was another story.
When FirstHealth approached Rhythm, it had been nearly five years since the organization had made any changes to the website in terms of content, structure and more. The site was outdated, hard to navigate and did not provide a mobile-friendly experience. In other words, FirstHealth’s website needed critical care, so Rhythm jumped in.
Our goal was to present a group of community hospitals as a large and reputable but uncomplicated medical network. To accomplish this, we simplified the presentation for mobile viewing while adapting the site structure for multiple content categories including four main hospitals, five major specialties and numerous physicians.
FirstHealth's website needed critical care, so Rhythm scrubbed in.
Research indicated location and specialist information to be the most important to users, so we developed a comprehensive directory that’s easy to find and use. We also created a guided search tool that displays popular items tailored to specific audiences including patients, visitors, caregivers, volunteers, and philanthropists. An easy-to-use content management system was developed that allowed FirstHealth to directly manage up to 95% of the site’s new content - adding new content in real time.
Rhythm launched FirstHealth’s new responsive website to rave reviews - but that was just the beginning. To be successful online, FirstHealth ultimately needed to drive more visitors to their site. Rhythm’s strategy team prescribed using social networks and retargeting efforts to educate and convert audiences. Post launch of the new website, we used defined customer personas to develop media strategies on Google Display Network and Facebook that targeted users based on behaviors and interests.
The results were impressive. In 2016, Google AdWords campaigns resulted in more than 3.2 million impressions and captured 980 conversions. Facebook remarketing and Google Ad Network displays resulted in 17,000+ clicks that led to 325 conversions. Overall paid media campaigns increased leads by 700% while reducing cost-per-lead by more than 80% - a pretty healthy investment.
From an SEO strategy, Rhythm was tasked to increase the quantity of relevant and qualified organic traffic to the FirstHealth site. To do so, Rhythm first focused on site-wide ongoing SEO and then focused heavily on local optimizations for FirstHealth's 100+ service locations.