Project Description

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At St. Joseph Health I was charged with managing the marketing and communications for the physician network known as Heritage Health. Work included brand development, traditional marketing, content creation, the overhaul of a system wide website and digital marketing. 

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Case Study: Landing Pages

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St. Joseph Health is a private healthcare system within the state of California, Texas and New Mexico, with 16 acute care hospitals. My goal for this project was to increase conversion rates on prospective patients who called or emailed for more information. I started by creating an advisory team of internal subject matter experts (which included our doctors, nurses, and nurse advice line operators) to learn what services were offered for the various service lines, what services potential patients were most interested in, what services they didn't know we had, and what were the most frequently asked questions. I combined this information with google analytic information (pulled from our website) to determine what information should be front and center for our patients on this campaign specific landing page. I then set up a call-center for each individual region (to track conversion), built an SEO optimized landing page (with the help of a web developer), and matched the look and feel of our landing pages to that of our banner and social media ads. The campaign below (OB/GYN services) did so well, that we had to temporarily pull the banner and social media ads down as the clinics were unable to manage the sharp increase in traffic; a direct result of this very successful campaign.