Surgical Weight Loss

A Regional Hospital Group Uses a Digital Advertising to Increase Their Surgical Weight Loss Revenue

A regional hospital group leveraged the use of digital targeting to help increase their annual weight loss surgeries performed in the market. 

The primary surgeon held a monthly seminar to directly speak to potential surgery candidates.  The goal of the digital marketing campaign was to drive viable patients to the seminar, as the surgeon noted they were most likely to convert patients to surgery if he could meet them in person and explain the procedures. 

Using several digital targeting options, the hospital group was able to reach people that were actively searching for surgical weight loss related keywords to serve them a message about their seminars.  Creative showing actual before/after results from a local couple was used to further initiate the call to action.  A special landing page with the seminar information and a registration portal was created by the hospital group to capture users at the point of click through.

Each month of the campaign pushed between 25-75 new patients to sign up for the seminar and emails for registrations were collected by hospital administrators.  Those emails were cross-referenced by the administrators with the actual seminar attendance and determined that between 35-40% of people that signed up actually attended.

The targeting and tracking for this campaign proved to be very successful for this client, as they were able to show significant ROI each month. The campaign paid for itself and generated significant revenue for the hospital group.

Goal

Reach dangerously overweight people to drive them to a monthly informational seminar with the surgeon.

Targeting

Over the course of this campaign multiple tactics were used to ensure the best delivery and outcome:

• Search Retargeting

• Search Engine Marketing

• Geo-Targeting

  
  

Results

The campaign showed consistent results every month. In each month, 35-40% of the people that signed up for the seminar actually attended the seminars. From those attendees, the doctors were able to convert approximately 70% of them to surgery, netting the hospital a 450-500% ROI every month.