Barrow Neurological Institute

Barrow Neurological Institute has grown into one of the premier destinations in the world for neurology and neurosurgery. The highly-skilled and comprehensive team of neurological specialists have vast experience treating patients with the rarest neurological disorders through a complete spectrum of care – from diagnosis through outpatient neurorehabilitation – under one roof.

Quick Facts

Barrow Neurological Institute

Barrow Neurological Institute has grown into one of the premier destinations in the world for neurology and neurosurgery. The highly-skilled and comprehensive team of neurological specialists have vast experience treating patients with the rarest neurological disorders through a complete spectrum of care – from diagnosis through outpatient neurorehabilitation – under one roof.

Strategy

We partnered with one of the largest neurological institutes in the country to create a Pay-per-Click advertising campaign to help drive engagement with their neurological second opinion program.

Barrow’s second opinion program is an individualized review by a neurosurgeon on a patient’s condition or proposed treatment. Neurologists and neurosurgeons offer guidance on what the next steps should be.

The Barrow team recognized the growing digital trend amongst their key audience and decided the best way to boost their digital marketing efforts, increase leads and overall brand awareness for the program was to pursue a search and display campaign combination.

Our focus was to better understand their audience’s online path in deciding to pursue a healthcare provider for a second opinion. The journey to seek a second opinion involves many unique factors including the competitive landscape, awareness and trust.

Our PPC approach included three main areas of focus:

  • A hyper-focused campaign structure
  • Strong ad copy
  • Providing the best landing page experience

First, we analyzed the keywords our audience was searching and their intent behind these searches at every stage of their journey. We bid on keywords that matched to broader medical queries, at the top of the funnel, as well as condition specific terms to boost awareness.

Next, we created ads that clearly addressed the search terms and employed a strong call-to-action (CTA) that matched their search and encouraged click throughs.

Lastly, the landing page experience had to prompt searchers to submit a form request. We worked together to design landing pages that were streamlined and specific. These new landing pages were simple for our target audience to comprehend, provided the necessary information in a digestible manner and included a call-to-action that directed users to submit a request form.

By constantly testing ad copy, destination URL’s, imagery, and various delivery methods, we continued to see a sharp increase in lead volume and subsequent conversions. Ongoing optimization through refining keywords and ad copy helped us achieve optimum traffic levels for their allocated budget.

Results

  • 70% increase in second opinion form submission.
  • 94% increase in Click-through rate (CTR) in 6 months.
  • 18.3% decrease in average Cost-per-click (CPC).
  • 200% increase in landing page conversions

 

Barrow PPC results.