Maximizing Patient Engagement and Lead Generation for Inpatient Services with Shepherd Center

The Solution

Fathom deployed a precision-driven Paid Search strategy designed to target treatment seekers in order to maximize lead volume at a lower cost per acquisition. Our approach included:

• Revising landing page content and calls to action to provide answers to questions that patients and their families should consider when needing to act quickly in choosing a rehabilitation hospital.

• Introducing a guide to selecting services as a primary CTA for landing page visitors who may not be ready to call for a referral but require further education to make an informed decision on their care.

• Optimizing budget allocation between brand and non-brand campaigns to create more visibility both with users who were familiar with Shepherd Center and those searching for treatment options for brain and spinal cord injuries. 

• Expanding the breadth of search platforms to reach a wider audience.

• Adjusting audience targeting and keyword strategies to increase ad relevance, reduce spend on underperforming keywords, and drive more traffic from users who were most likely to consider treatment at Shepherd Center.

• Improving reporting visibility by adding insights on leads and cost metrics by state. This information not only guided Fathom’s paid search spending but also gave new insight to Shepherd Center about their complementary efforts with referring facilities in key states.