Prominent Hospital generates
1.2MM Impressions and $119 average cost per lead
for Orthopedic service line.

See how we boosted a
hospital’s business through
paid search and social
media platforms.

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A hospital that meets more than just the physical needs

A hospital with a rich history of patient care and community service recently approached Cardinal with a need. The hospital
focuses on creating a family atmosphere between its staff and patients, treating its patients with dignity and compassion. The
hospital not only meets the medical, emotional and health needs of its patients, but it also serves the overall health of the
community through its fitness center. It is also constantly looking to the future by training the next generation of doctors.
All of this is under one roof, servicing the Chicago area.

The ailment that drove the hospital to Cardinal

Needing to raise awareness and increase the patient volume for its orthopedic department, the hospital was planning on running a series of 30-second television commercials about its orthopedic capabilities and its excellence in that field. Just as a wise doctor treats the whole patient, the hospital understood that it needed more than just the television commercials; it needed to couple the commercials with a digital campaign, allowing the hospital to reach audiences that TV could not.

With this in mind, the hospital looked for a digital marketing company that had a proven track record and a history of
success within the medical industry at gaining an immediate and worthwhile return on a company’s investment. That’s when the hospital turned to Cardinal.

Cardinal’s diagnosis and proposed treatment plan

Cardinal recommended running digital campaigns that coincided with the television ads. Using a combination of four digital initiatives, we drove awareness to the hospital’s orthopedic department. On Facebook we ran a combination of static and video ads that coincided with the ‘30s TV commercial that was being run, making sure the imagery matched the television ads. Tapping into Google Display Network’s ability to reach 90 percent of users across 2 million sites, pictures and visual banners that matched the creative concepts of the TV commercials were displayed. YouTube viewers, the highest percentage of which are people ages 25 to 35, were targeted through Google’s TrueView; and a robust paid search campaign provided the support for all of them.

Hospital Digital Marketing Campaign - Ad Samples
Healthcare Digital Marketing Case Study - Our Results

The outcome of the treatment

Originally, the hospital was only planning on running the digital and television ad combination for six weeks; but because the campaign was so successful, the time was extended to three full months. During that time, a total of 1,249,103 impressions were delivered to potential consumers. The paid search campaign had the greatest conversion rate at 8.35 percent and the lowest CPA at $119. 40,804 paid search impressions were delivered, resulting in 587 clicks to the hospital site. Facebook was the next best performing platform at .6 percent conversion rate in forms filled. 681,630 impressions were delivered, resulting in 4,193 clicks and a CPA of $141.05. The hospital was thrilled with the outcome of the procedure.

Total Impressions

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Conversion Rate

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Cost per Acquisition

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Number of Clicks