Conversion and engagement increased
at the top of the funnel for
HPS, a Home Health Care provider in
a highly regulated market
Local Traffic Growth in 6 months
Increase in Patient Referrals QoQ
Increase Conversion Rate QoQ
THE BRIEF
Home Preferred Solution needed to increase qualified Medicare patient leads across three core categories: Skilled Nursing, Physical Therapy, and Chronic Illness Care, while ensuring strict compliance with healthcare marketing regulations.
Despite a strong clinical reputation, digital visibility and conversion rates were inconsistent. We needed to transform the marketing website with a performance marketing plan and improve the cost-efficiency of lead generation across all digital channels.
THE STRATEGY
Our approach combined full-funnel marketing campaigns, UX optimization, and real-time performance reporting, developed in partnership with DevOps, clinical SMEs, content creators, and a compliance process.
Campaign
We launched segmented performance media campaigns on Google Ads, Meta, and programmatic DSPs, tailored by service category and patient search intent.
Built compliance-approved landing pages with content targeted to high-intent queries, and optimized brand presence across local search.
Website & UX Optimization
Collaborated with the Head of Design to run A/B tests on CTAs, forms, and navigation using Optimizely.
Conducted CRO audits with ScreamingFrog, webPageTest, and Hotjar to reduce drop-off during eligibility checks.
Content creation
Ideation, execution, and launch of engaging key topics relevant to the local target audiences. We tailored content by location, an approach that resonated deeply with our target audience.
Local SEO
Improved local visibility with Google Business Profile optimization and condition-specific service pages.
Structured content with schema and medical SEO best practices, growing branded and non-branded traffic by 1300% in six months.
Reporting & Governance
Built Looker dashboards integrating GA4, Search Console, and Meta Ads for real-time KPI tracking. Aligned campaign KPIs with leadership goals, presenting monthly updates to the executive team. Collaborated with legal and compliance teams to maintain HIPAA/CMS compliance across all campaigns and landing pages.