Fending Off Competitors: A Medical Practice Case Study

Healthcare marketing specialties

A Medical Practice's Market Dominance Challenged

MHP/Team SI has partnered with a statewide medical practice for more than 25 years. This practice had nearly no local competition for the duration of our partnership and realized this opportunity to grow its footprint and serve more patients.

Yet, that changed when a well-respected healthcare system began to offer services in the same area as our client’s speciality.

We put together a year-long campaign to assert our client’s market dominance, fend off its new competitor, and, ultimately, grow its patient base.

Results at a Glance

At the end of our campaign, we found that we had achieved some incredible results. Despite the new market competition, our client

▹ Increase appointments by 12% from 2020 and 2019 (pre-pandemic) numbers

▹ Increased rural appointments (the main area in which the competitor sought to break through) by 26% over the previous year

How did we do it? We’ll outline our strategy below.

TraDigital: The Art of Blending Traditional and Digital®

Crafting a TraDigital Marketing Mix

To acheive our client’s marketing goals, we utilized a TraDigital™ marketing strategy. This blended the best of traditional and digital marketing messages to meet potential patients where they live, work, and play. This strategy included:

  • Television
  • Digital Video Advertising
  • Facebook Advertising
  • Outdoor Advertising
  • Search Engine Marketing
  • Doppio® Display Advertising
  • Public Relations

Cultivating Impressions (and new patients)

With quality creative messaging in hand, our marketing efforts did exactly what we intended. Each channel generated a healthy amount of impressions, growing brand awareness and eventually turning strangers into patients.

  • Television spots generated more than 10 million impressions and increased web traffic by 21%
  • CTV advertising generated 170,000 impressions with a 99% completion rate
  • Pre-roll online video advertising generated 1.3 million impressions and more than 7,000 clicks
  • Outdoor billboards generated around 47 million impressions in key market areas
  • SEM campaign brought 3,681 conversions, with an average click-through rate of 8.93% (5.5% over industry standard!)
  • Our public relations efforts brought more than 22 million media impressions through TV interviews, news articles and thought leadership pieces

Challenge Accepted. Challenge Defeated.

A strong competitor had the potential to take away significant market share from our client. Yet, through TraDigital™ marketing efforts, they were able to fend off the challenge and grow their practice.

▹ Increase in overall patients for second consecutive year

▹ No decrease in market share despite increased competition

▹ 42,000 pageviews for online appointment scheduling

▹ 23% increase in year-over-year website sessions

▹ Increase in overall appointment leading to the need to hire more providers in 2022

TraDigital homepage graphic

Are you a medical practice seeking to grow your patient base? Or perhaps a business owner looking to grow market share in the face of increased competition?

Regardless of your circumstance, our TraDigital™ marketing campaigns will help your organization thrive. Get in touch with us through the form below to begin exploring a partnership.

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