How a Holistic Approach Helped Hoag
Hoag is a nationally recognized regional healthcare network in Orange County, California that treats nearly 30,000 inpatients and 350,000 outpatients annually. Hoag consists of two acute-care hospitals, seven health centers and a network of more than 1,300 physicians, 5,000 employees and 2,000 volunteers.
Upon being selected by Hoag to manage all digital marketing efforts, Rhythm has strengthened the healthcare network's brand reach via an effective, integrated approach. The first step - a complete website overhaul to deliver a more engaging experience for Hoag's patients and staff.
By incorporating new user-friendly navigation, organizing and simplifying content areas, and leveraging patient engagement and conversion resources such as community events, find a doctor and online bill pay functionality, the website now attracts site traffic equivalent to approximately 25% of Orange County's total population.
To increase targeted site traffic, we successfully built and launched more than 20 paid search campaigns actively promoting Hoag's various institutes of service.
The influx of targeted traffic continues to generate more qualified leads and click-through rates have improved significantly, from less than 1% to a range of 3-5% depending on the service promoted.
We helped create a physician marketing and activation program specifically aimed at providing healthcare professionals with resources, educational courses and general overview information – with the result being an increase in the number of referring physicians to Hoag's network.
We also developed a digital alternative to Hoag's printed newsletter. Our solution was part of an email newsletter optimization strategy that involved the creation of a digital newsletter section on Hoag's website where printed newsletter recipients could access more detailed information on specific topics.
Readers were then encouraged to subscribe to the digital version of the newsletter and opt-out of the printed version. The results have been significant – Hoag continues to reduce their printing expenses by approximately 10% each year ($40,000 in annual savings).
Finally, Rhythm thought outside the page. To support Hoag's paid search and display campaigns, we created six responsive landing pages, each addressing a specific medical issue. We then developed a series of personalized questions to engage the user and funnel them to the landing page that best addressed their immediate needs.
These questions also allowed us to better track the effectiveness of Hoag's paid search and display ad campaigns. These customized landing pages resulted in a 40% increase in patient-specific traffic with a 30% decrease in bounce rate.