Client Overview

Industry: Healthcare

Services: Pediatric Emergency, Maternity, Bariatric Surgery

Campaign Focus: Paid Search & Display Advertising

Client Background

Chilton Medical Center, a leading healthcare provider in New Jersey, sought to increase awareness and patient engagement for three key service lines: pediatric emergency care, maternity services, and bariatric surgery. The hospital needed to improve digital visibility and ensure potential patients could easily find information about their specialized services.

Challenge

• Limited online visibility for pediatric emergency, maternity, and bariatric services
• High competition for medical keywords, leading to increased cost-per-click (CPC)
• Lack of awareness in surrounding communities about the hospital’s specialized care offerings
• Low conversion rates from past digital advertising efforts

Our Strategy

Our agency developed a comprehensive paid advertising strategy leveraging:

1. Google Paid Search (PPC) & YouTube Advertising

• Created targeted Google Ads campaigns focusing on high-intent searches such as “pediatric emergency room near me,” “top maternity hospital,” and “best weight loss surgery.”
• Implemented geo-targeting to reach families and patients within a 25-mile radius of the hospital.
• Developed compelling ad copy with urgency-driven messaging for pediatric emergency care and benefit-focused language for maternity and bariatric services.

2. Display Advertising on Health & Local News Websites

• Ran programmatic display campaigns on healthcare-related sites, parenting blogs, and local news platforms.
• Designed engaging banner ads highlighting the hospital’s state-of-the-art pediatric ER, maternity suites, and bariatric success rates.
• Used remarketing ads to re-engage users who previously visited the hospital’s website but had not yet booked an appointment.

3. Landing Page & Conversion Optimization

• Developed custom landing pages tailored for each service line, with clear calls-to-action such as “Find a Doctor” and “Schedule a Consultation.”
• Integrated call tracking and online appointment booking to measure patient inquiries.
• Conducted A/B testing on ad variations and landing page content to improve conversion rates.

Results

• 41% Increase in Website Traffic: More users engaged with the hospital’s service pages.
• 22% Increase in Patient Inquiries: Higher conversion rates for appointment requests.
• 30% Reduction in Cost-Per-Click (CPC): Improved bidding strategy led to lower ad costs.
• Expanded Brand Awareness: Display campaigns resulted in over 2 million ad impressions in target communities.

Conclusion

Through a strategic combination of paid search, YouTube video marketing, and display advertising, our agency helped Chilton Medical Center strengthen its online presence, improve patient engagement, and drive awareness for its pediatric emergency, maternity, and bariatric services.

About Reachability

Reachability specializes in digital marketing solutions for healthcare organizations, helping providers enhance their online presence and connect with patients through targeted advertising and optimized digital experiences.