Record Impressions & Conversions for Children’s Hospital

The Problem

Unfortunately, those in need of Lurie Children’s are dealing with serious health concerns. As a result, this audience is typically reactionary. They’re looking for a solution after they’re already in need of pediatric care.

The Solution

DTC’s analysts understood this audience profile and decided to build brand awareness via display ads since awareness always precedes search demand. This helped build Lurie Children’s brand equity and strengthened the paid search impact.

DTC’s analysts used the Lifestyles & Hobbies Family-Focused audience selection from within Affinity audiences in Google AdWords. Because Lurie Children’s has a large target market, this Affinity selection helped narrow the audience focus. Google uses historical search terms and compiles all searches into Affinity audiences for paid marketers to use in their strategy.

Previous marketing strategies had attempted to build general brand awareness for Lurie Children’s in general. DTC led a shift in strategy to generate more leads for each specialty within both departments. The overarching goal was to identify key performance indicators for each area to ensure the campaign was making a measurable difference.

This refreshed approach put the spotlight not on the general Lurie Children’s brand but rather the individual treatment areas. DTC created unique strategies for each area within both departments.

The Rationale

After coordinating with Lurie Children’s on targeted keywords, DTC focused on Google ascribed quality scores to lower CPCs. Google calculates a quality score for each keyword, which is based on the relevance of the campaign’s ads and landing pages to a search query. The more relevant the ads and landing pages compared to competitors, the lower the CPC.

In addition to the paid search efforts, DTC regularly performs on-site maintenance and technical analysis, ensuring the Lurie Children’s website is properly configured for Google’s on-site ranking factors.

DTC has also periodically created content marketing link-building campaigns in an effort to boost organic traffic and keyword rank. These campaigns have resulted in links from high-quality media outlets, including forbes.com (Domain Authority 96), parents.com (85), dnainfo.com (80) and fox32chicago.com (73).

DTC analysts also optimized 18 Google My Business pages for different Lurie Children’s locations. This additional search strategy helped captured 325,000 search visits in the last quarter for just one of the 18 locations.