Search Engine Marketing for an Air Ambulance

How we helped an air ambulance business soar.

Executive Summary

health care search engine marketing air ambulance lear jet

An air ambulance company, that provides long-range medical air transport services, was earning a less than desirable return on their online advertising efforts. With an online advertising budget of just under $250,000 per year, we successfully reduced the average cost per lead, increased lead volume and improved flight revenues (quarter-over-quarter and year-over-year). We helped the company achieve record success by identifying approximately $156,000 in wasteful advertising expenses. Then, we shifted those wasteful dollars into high-yield advertising placements.

 

 

 

Approach

A data-driven, phased approach was taken to improve all applicable touch points that prospects flow through to progress into a lead. Next, we conducted internal and external research to determine the inputs required to deliver an ideal user experience. Finally, we grew revenues and top-line profits by expanding advertising reach.

Phase 1: Utilize Critical Information Prospects Typically need

We broke down the prospect decision-making process, and gathered all the information pertinent to each stage of the process. We analyzed contact information recorded from previous lead submission forms completed by prospects requesting our client's services (mostly flight requests). Additionally, we reviewed our client's Web site analytics data, to discover other critical information prospects consume before deciding to contact the business and inquire about services. Next, we asked personnel, who handle the inbound calls, about the deal-breaker questions and the most frequently asked questions. We created Web site content and online advertisements that spoke directly to those commonly sought answers. The results of modifying our client's Web site content and advertisements were as follows:

  • 48% increase in advertisement click-through volume
  • 133% increase in quality leads
  • 51% reduction in the usage of irrelevant keywords that triggered ads to show

 

Phase II: Expand Marketing Penetration

Even though the annual online advertising budget was approximately a quarter of a million dollars, we weren't able to advertise in all the best locations. By reducing wasteful spending on low-performing areas, we experimented with the savings to identify high-yield opportunities. We found that some search engines produced a higher return on advertising (ROA) than Google because the target demographics were a closer match. By expanding advertisements into other high-yield opportunities, we realized:

  • 36% increase in ROA 
  • 24% improvement in flight volume
  • 44% improvement in flight revenue

 

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Your Healthcare Marketing Leadership Team

  • Jared

    Jared has served healthcare businesses in B-2-B and B-2-C capacities. He is highly skilled in digital facets of marketing. The majority of his healthcare marketing experience entails large healthcare conglomerates, national healthcare systems and regional hospitals. Additionally, he has helped start-up practitioners and healthcare agencies grow within their local markets. Jared earned an undergraduate degree in Marketing Management and an MBA through Texas A&M University. He is currently enrolled in a Digital Marketing continuing education program through New York University.
  • Marty

    Marty is a healthcare professional specializing in marketing. He has extensive experience in marketing for a variety of healthcare companies, including hospitals, physician organizations and the healthcare supply chain. While his experience is broad-based, his strength is in brand strategy, content marketing, sales lead generation development and sales enablement. He has worked with national hospital and physician groups as well as regional and local organizations. He holds a Graduate Certificate in Marketing from Southern Methodist University, an MBA with a concentration in healthcare administration from Our Lady of the Lake University and is Board Certified in healthcare administration by the American College of Healthcare Executives.
  • Kim

    Kim specializes in B-2-B and B-2-C marketing. She has supported revenue growth for leading healthcare staffing and practice management organizations. The last 7 years of her healthcare marketing experience has been largely focused on hospital-based services. She is skilled in strategic marketing, messaging, content development, advanced sales needs, and stays abreast of the latest digital marketing tactics. Kim has earned an undergraduate degree in Marketing from the University of West Florida, and is nearing completion of an MBA in Healthcare Management from Western Governors University.

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Contacts

Midland Marketing Works
Phone: (432) 352-3039
Url:
 
1404 N Big Spring St #219
Midland, TX 79701

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