Frio Regional Hospital
Healthcare marketing professionals working for hospitals in small communities know about the power of local buzz. Potential patients might drive by the facility every day when they’re heading to work, they might know someone who visited the hospital last week, and they might have their own memories of a hospital visit that went well. Awareness in a small community like this might seem easy to achieve.
But what happens when your facility is capable of doing more? How do you reach consumers in neighboring communities that might have hundreds or even thousands of potential families you can serve?
That’s a question we recently answered for a hospital client in Texas. And the solutions we put in place in this community might be right for your community too.
The problem: Low reach with an older site
Frio Regional Hospital in Pearsall, Texas, had a website presence. That’s the good news.
But the site’s design was more than 5 years old, and the team at Frio had no way to update or optimize the content on that site. That was a problem, as the team wanted to reach out to communities outside of Pearsall. Specifically, the team wanted to reach families in nearby San Antonio, Houston and Austin.
Reaching out to communities means relying on more than word of mouth. An outreach campaign would rely on an optimized site that performs well in search and is regularly updated with new content.
The solution: Strategic partnership with digital experts
Our work began with an audit, so we could determine what was working and what might need an adjustment. With that data in hand, we created a comprehensive plan that included:
- Website design. A fresh, mobile friendly design helps readers stay on the page and interact with the content.
- Content management system (CMS). Updating content is easy with our made-for-healthcare CMS.
- Digital library. Content that can be shared on social channels, and which is updated regularly, keeps the site fresh.
- Search engine optimization (SEO). Optimizing for search helps the hospital appear in results when readers are looking for help.
- E-newsletters. Staying connected with readers can help to boost retention.
The results: Boosted appearance
The number of readers who now reach the site due to organic search is impressive. The data below represents reader acquisitions between June 1 and June 30, 2017.
The Frio team is appearing in search results in nearby communities, as expected. The numbers below represent readers who came to the site from search between April 1 and June 30, 2017.
Next steps: Building on success
It’s been said that running a successful search campaign isn’t a sprint; it’s a marathon. Continued improvement relies on updated content, ongoing analysis and periodic adjustments. That’s why we stay connected with our clients after sites launch. We want to ensure that our projects are performing as expected, and we often have ideas for improvements that can make the sites do even better. We look forward to seeing the Frio team’s performance grow stronger and stronger with time.
We’d like to do the same for you.
Contact us. Let's talk about your goals, your past performance, your competition and your market. We’d love to show you what we can do.