Case Study
Unlocking Growth through Smarter Search Strategy + Expanded Media Mix
Expertise:
Paid Media
challenge
Reignite awareness and increase patient volume for a restructured campaign by improving the performance of its under-leveraged paid media program, while continuing to track outcomes across both the patient volume campaign and a second, collective campaign for a full picture of media impact.
solution
Fathom executed a strategic restructure of the paid search program, unlocking significant efficiencies and elevating campaign performance. We introduced additional upper-funnel media tactics—Native and Online Video (OLV)—to drive awareness at scale, while optimizing creative formats across Display to increase impression volume. This was paired with HIPAA-compliant, hyper-targeted audience strategies that funneled high-quality users toward search, where lower-funnel strategies captured intent-rich queries.
outcomes
our strategic pivot led to substantial gains across both campaigns
Restructured Patient Volume
+49% total clicks and -56% CPC
242% increase in impressions across digital campaigns
Collective Campaign
+154% clicks and +8% CTR YoY
570% increase in impressions and 173% decrease in CPM for digital media
Restructured Patient Volume
+49% total clicks and -56% CPC
242% increase in impressions across digital campaigns
Collective Campaign
+154% clicks and +8% CTR YoY
570% increase in impressions and 173% decrease in CPM for digital media
