Luma Health is a patient engagement platform that modernizes patient care. It integrates with multiple EHR systems (Electronic Health Record is a digital platform for patient health information). Luma Health maximizes EHR systems to help increase patient engagement and streamlines provider care. They set up automatic appointment reminders, telehealth, HIPAA compliant texting between doctors and patients, virtual waiting rooms and many more features. The most common reason doctors choose Luma Health is for their appointment reminder system. It can help reduce no-shows by 79% which in turn can help increase revenue for the practices.
Increased Broad Match Keywords
To capture a wider audience, we shifted away from focusing solely on long tail keywords and instead implemented the use of more broad match keywords. For example, we used “patient scheduling software” as a broad match keyword to target the healthcare industry audience.
We leveraged smart bidding across the account and tested different strategies. One of the challenges we had with this strategy was low volume due to the high average CPC. We tested different bidding strategies to increase volume and optimize on statistically significant data.
Explored Latest Technology and Targeting Features
As a Google Premier Partner, our team receives access to beta features that are being rolled out in the Google Ads platform. We enrolled Luma Health into a beta program that leveraged advanced demographic data regarding the user's working industry. Once enabled, we could restrict our ad campaigns to exclusively target individuals working in the healthcare industry.
We worked on integrating Salesforce to further qualify our conversions by tracking additional conversion actions as a lead went through the sale cycle (MGL, SQL, Closed Deal). Specifically, we worked on getting the GLCID to pull in. This helped us attribute conversion and conversion actions back to campaigns, effectively training Google’s algorithm to go after higher quality leads.
Higher Quality Conversions
The average CPC was significantly higher ($37) compared to the account search average ($7.17). We entered into higher quality auctions to generate higher quality conversions and the results speak for themselves. The average account search conversion rate is 2.09% and we were able to achieve a targeted audience conversion rate of 8.20%.
We set up hidden fields in forms to capture the UTM parameters. This helped us attribute the right conversions to the campaign/ad group/keyword that served as a touchpoint in the user’s journey.
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