Case study anatomy of a highly successful online lead generation campaign.4 imageholders

CASE

STUDY:A Successful Online Lead Generation Program for Habit OPCO

Who is Habit OPCO?

A regional network of 22outpatient opiate*

addiction treatment centersin the Northeast.

*heroin & prescription painkillers

Habit’s challenge to SETTER in February 2013:

Help us grow our business and our brand by leveraging the power of online marketing.

One year later, how’s it going?

Setter’s inbound marketing campaign has successfully establisheda major new source of quality patient

How major you ask?

>400%

Increase

TRANSLATION: This traffic consists of brand new patient leads who in

many cases did not know of Habit prior to finding them via search engines.

in new site visits/month from searches

that do not include the term “Habit OPCO”,

equating to >1,000 new site visitors/month.

>78% DECREASE IN BOUNCE RATE

45% INCREASE IN AVG. TIME ON SITE

TRANSLATION:

Habit is now attracting the “right” visitors who:

have found what they were searching for

are navigating the site and learning about Habit

are much more likely to become patients or refer patients

Here’s how we did it…

Setter’s Inbound Marketing

METHODOLOGY

Blogging

SEO

Social Media

Advertising

Create a powerful website

Generate more traffic

Convert traffic to leads

Convert leads to sales

Measure analytics and adjust

Develop a marketing strategy

WEBSITE:

5 ways we transformed their home page into a powerful new-patient-generation machine

For reference,

Habit’s old

brochure site

Split Navigation

Targeting consumers with a scaled-down and focused navigation

1

Habit’s new lead generationmachine features …

Targeted Messaging

Call to action co-located with feature area messaging

2

Helpful Content

Transformedmessaging into bite-sized tabbed info buckets

3

Immediate Patient Access

“Find a Clinic”tool encourages prospective patients and referrers to quickly and easily find the nearest clinic

4

Prominent CallTo Action

3 ways to contact Habit quickly in the manner most comfortable for prospective patients and family members

5

MOBILE:

Providing the right contentfor the right user at theright time.

1/3 of Habit

traffic uses a

mobile or tablet

device

SOLUTION: We optimized every users experience by creating a

responsive design that adjusts to screen sizes with customized content

geared to that users needs.

Responsive Design

We prioritized actionable tools for mobile/tablet users to call or find a clinic quickly and easily using responsive design

SEO We developed astrategic profile of eachtarget audience andlearned how they eachuse search engines.

(Search Engine Optimization)

HABIT IS

RANKING

ABOVE

major resource

sites for targeted

search terms

RESOURCE SITE

HABIT OPCO

RESOURCE SITE

RESOURCE SITE

Here’s how we did it…

QUALITATIVE

RESEARCH

QUANTITATIVE

KEYWORD ANALYSIS

PATIENTS

(NEW AND RETURNING)

REFERRERS FAMILY/

FRIENDS

SEARCH TERMS

USED BY

SEARCH TERMS

USED BY

SEARCH TERMS

USED BY

Using this analysis we…

Created New Pages

5 new pages that focus on high value keywords increasing the chances of a Habit page appearing in specific search results

1

Optimized All Pages

• Created a focused keyword theme for 40 site pages

• Optimized each page so primary, secondary and tertiary kw phrases are naturally woven throughout

2KEYWORD FOCUS

“Painkiller Addiction Treatment”

SAMPLE GOOGLE RESULT FOR

“Opiate Withdrawal Treatment Page”

Customized Appearance of Search Results to Drive Clicks

You must entice theuser with a compelling page title and description that speaks to them.

We developed these customized ads for all 40 pages to drive clicks.

3

Immediate ConversionPhone number allows desperate addicts immediate help potentially making the difference between the lead contacting Habit vs. researching a competitor.

Capture Direct Leads viaGoogle Places

4

CONTENT:

Built trust, credibility and leads through informative, helpful content by creating…

1

Topics That Drive Online Leads

Blogs built around topics that prospects are searching for boost SEO, helping Habit drive leads via search engines.

2

Patient Success Story Series

Development of branded blog series of Habit patients telling their authentic recovery stories builds Habit’s credibility in a powerful way.

3

Lead Capture

• Social Sharing• Calls-to-Action• Email subscription

4

EMAIL:Keep Habit front-of-mindwith professionalreferral sources

Convert Leads

Quality, helpful blog content is the centerpiece of the email campaign, reinforcing Habit’s positioning as a trusted thought leader.

1

SOCIAL:Be a resource and build a community through promotion of shared content

LinkedIn: Targeting the Professional Treatment Community

• Highlighting Habit services

• Promoting blog/industry content

• Drive traffic to site

1

Facebook: Targeting Prospective Patients & Families

• Promoting blog/industry content

• Drive traffic to site• Build a community

2

All of these

efforts…

(the powerful website built to capture

leads, that is optimized to be found by

search engines and to be the hub for

strategic content development that will

drive traffic from search and social channels

back to the lead-generating website)

have created

a dramatic

increase in

site visits,

time spent

on the site,

and call

volume.

Or otherwise put...

More

patients.

Want to drive growth

for your organization

through an increase

in quality site traffic

and online leads?

Let’s talk about how

inbound marketing

could work for you.

[email protected] x1

[email protected] x2