EBPCOOH provides NHS out of hours healthcare services across East Berkshire for a range of patient needs. They provide urgent medical care when your doctors surgery is closed throughout Bracknell Forest, Slough, Windsor & Maidenhead and Ascot.
They run Primary Care Centres where you can see a GP for a face to face appointment at a time that’s convenient to you as well as Urgent Care Centres and Walk in Centres that allow you to be seen without an appointment for urgent but non-life -threatening situations.
East Berkshire Primary Care Out of Hours Service is available to those living across East Berkshire 24 hours a day, 365 days a year. They are focused on making sure that all their patients have access to the appropriate service for their needs and receive the best possible care.
WHAT WE DID
We created a comprehensive health care digital marketing strategy. When brought it to life, the campaign was launched seamlessly and successfully. This included:
Developing a combination of local & national campaigns which targeted users who live nearby to the hospital and those who, maybe fell outside of the local radius, but are included in the geographic area.
Created individual ad groups relevant to specific treatments which were on offer, to ensure from a user’s perspective, the hospital’s ads are relevant to the user’s specific needs.
Created 3 variations of text ads per campaign for A/B testing to discover which text ad received the highest click-through rate. This approach tells us which ads appeal more to the user and we used that intel to show those ads more.
With the ever-changing way users use search engines to search for services, we ensured that we covered all bases with keyword targeting. This was accomplished by using a combination of keyword match types (modified broad, phrase match, exact match).
Created an extensive list of negatives, ensuring ads were not being shown for irrelevant search terms and campaign budget was not being wasted.
Set up call tracking to firstly, in the Smooth Analytics reporting suite, display the number of leads the campaigns were driving. Secondly, tracking which keywords were responsible for driving the leads so we can optimise on those keywords.
Continued bid management and campaign optimisation.
Introduced an Outreach programme for LinkedIn, Twitter and Instagram
In less than 60 days, inbound enquiries increased by 352%, providing big returns quickly. Additionally, our healthcare digital marketing knowledge and optimisation efforts led to an ultimate inbound enquiry increase of 512%. As a result, EBPCOOH saw enquiry growth within the specialities they were focussing on across their services.