Case Study-CV
strategic patient acquisition
Case Study for Collins Vision
situation
Collins Vision is a mid-size ophthalmology practice with offices in Fort Myers and Naples, Florida. While the Fort Myers office was well established, the Naples office needed support to increase awareness and build patient growth. At the same time, the practice wanted to maintain the current patient volume in Fort Myers.
business challenge
Our challenge was to grow the patient database for the Naples office location while maintaining the Fort Myers office patient volume.
tactics deployed
- Develop marketing budget and media plan to achieve desired KPIs
- Digital advertising – paid search and display
- Social media – paid and organic
- Blogs and website content
- Video – broadcast and streaming
- Radio – broadcast and streaming
- Email campaigns – to patients, prospects and OD referral network
- Newspaper
- Internal collateral, brochures and signage
- OD Referral support materials
- Event support – promotional items, signage, lead generation and follow-up
aardvark's approach
The agency developed a multifaceted campaign to increase awareness of the Naples office and drive qualified leads and web traffic for both locations. We also worked with the internal team at Collins Vision on lead tracking and management to improve lead conversion to new patient volume.
aardvark-collins partnership & collaboration
The agency met weekly with the practice manager to review the status of all ongoing projects and track business KPIs. A monthly summary was prepared for the practice providers to review progress made against the business growth objectives. Campaign tactics were continuously optimized to ensure maximum ROI on advertising spend.
results
Exceeded New Patient (NP) Volume goals for both Fort Myers and Naples year to date and overall YTD.
