URGENT CARE NETWORK
Improving Facebook Campaign Approaches Can Help Patients Find Care Faster
40%
Increase in Patient Interest in Client’s Services
92%
Increase in Exposure to New Patients
Services
40%
Increase in Patient Interest in Client’s Services
92%
Increase in Exposure to New Patients
Services
The Challenge
Patients deserve high-quality, accessible, compassionate healthcare services—no matter where they live. Unfortunately, many rural communities are underserved by our healthcare system. ADM partnered with a company that works to fill in those gaps with hundreds of in-person clinic locations. When ADM took over its Facebook and Instagram advertising, however, its Meta Ads account was fragmented and unstandardized, which was leading to missed opportunities.
Our challenge was to carefully build a segmentation approach that would deliver maximum control, efficiency, and performance. Because much of its business comes from urgent care visits, visibility and traffic were key metrics in this pursuit in order to drive exposure and patient interest in the brand.
Our Solution
One of the primary goals of our partnership was to make performance more traceable at the location level so that the client could more easily identify winning strategies or locations that needed extra support. Our decision was to organize care lines at the campaign level, with location-specific ad groups under each campaign. By applying uniform best practices across each ad set, we would be able to quickly adjust for performance at each individual location.
ADM began with the largest, most-valuable service lines that the client offers and worked down. Given the scale of this overhaul, each ad group went through extensive quality assurance before deployment. Along with the improvements to performance, this restructure allowed ADM to run a full audit of all the client’s locations and care lines to find which locations were missing opportunities due to deficiencies in the prior implementation. This restructured account enabled better reporting and faster optimizations, which are key for testing.
The Results
Because the client’s business is in-person—and often walk-in—healthcare services, its primary conversions happen offline. That meant that for this business, brand engagement and traffic are particularly important. ADM’s highly-segmented Facebook Ads structure was vital to the brand’s visibility across hundreds of markets. Comparing performance before and after this work was completed:
- 40% more patients showed interest in the client online
- 92% increase in exposure to new patients
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