How We Increased New Patient Consultations by 21% For Dallas - Fort Worth Fertility Associates
The Challenge
Dallas - Fort Worth Fertility Associates retained TD Media to increase new patient consultations and further expand their large, well established practice group. At the time of engagement, DFWFA maintained three medical offices and two IVF and andrology laboratories. These locations served three distinct areas of Dallas, Southlake and Plano, Texas.
What We Did
In an effort to better reach the population in each area, we created separate websites for each office. Each website was optimized for the specific geographic area, while maintaining consistent branding and design. This provided a two-fold benefit.
First, the individual websites ranked better on Google for geographically targeted search terms. Home page content is typically positioned higher on Google and having three home pages allowed better rank for each location.
Second, visitors to the individual websites saw content focused on their specific location.This helped establish a more direct relationship with the individual provider and practice location leading to an increase in overall conversion rate.
In addition, separate Google Ad campaigns were created for each location, establishing individual budgets and more finely measuring performance. The alignment of search terms and ad text resulted in a lower cost per acquisition.
The Outcome
The result was a 21% increase in new patient consults in the first year working with the practice. Since the start of engagement, Dallas - Fort Worth Fertility Associates has added three new doctors and two additional medical offices. As a result of our strategy, the practice consistently ranks in the top three on google for the most high value search terms in all locations it serves. Google organic traffic is the largest contributor to new patient consultation requests placed through the website.