Maintaining Momentum in Telehealth Patient Acquisition

The Challenge

Throughout 2020, Nurx experienced explosive growth as demand for telehealth services skyrocketed. As 2021 progressed, ADM knew it would be difficult to continue that momentum,  since demand was becoming more predictable and new competitors had entered the lucrative field.

Despite these challenges, Nurx still produced incredible growth in patient requests throughout 2021. In Q4, they wanted to make one last push to end the year on a high note. ADM worked with the Nurx team to set aggressive growth targets for the final quarter of the year.

Keyword Development

In order to encourage growth, we focused heavily on keyword diversification and optimization.  

Part of our continued keyword development involved extensive keyword builds that directly related to conditions and treatments. We also expanded keywords to include comparable and alternative medications. From 2020 to 2021, we more than doubled the number of converting keywords.

Client Overview

Nurx is a mission-driven healthcare company focused on women’s health needs. They are the leading online provider for birth control while also providing affordable access to PrEP, test kits, and emergency contraception. In 2021, they expanded into additional specialties, including dermatology. Now a part of Thirty Madison, the companies together serve over 750,000 patients.

To meet our growth targets, we needed to expand and scale our SEM efforts rapidly on multiple fronts. We focused on the following initiatives to help us achieve our aggressive goals.

Google Shopping Development

To advertise with Google Shopping, a client’s website and items within their feed must meet the requirements for approval set by Google Merchant Center. We worked with the Nurx development team to update the website and to gain Google Merchant Center approval to advertise within Google Shopping. By creating a more intuitive user flow and eliminating dead ends, we were able to gain approval. 

From there, we turned our effort to building and scaling. First, we created and optimized their product feed for maximum reach on relevant terms across Google and Microsoft Ads. After building the feed, we designed an intricate shopping structure that organized products by category and item significance so that they would bid effectively based on our return on ad spend (ROAS) goals.

Custom Content

New keywords aren’t useful if they don’t lead to accurate and relevant content, particularly in the case of health-related searches. If we could deliver users the best information about their treatments and conditions, we would increase the likelihood that they became Nurx patients. Knowing that, we put an emphasis on building new custom landing pages. Each new page was relevant to important audience segments and included copy that directly matched the specific conditions users were searching for. In total, we built and tested 56 new landing pages and 134 new product detail pages.