Optimizing Digital Reach & Patient Engagement with Data-Driven Insights
Client Details
Name: Pillars of Wellness
Project Launch: 11/2021
Tags: Performance Marketing, Social Media, Data Intelligence
Project Duration: 44 Months+
Client Website: pillarsofwellness.ca
Overview
Nerlynx, a leading prescription medicine brand in the oncology space, required a comprehensive digital strategy to increase patient awareness, optimize marketing efficiency, and drive engagement across healthcare professionals and patients. Omni Media Consulting deployed a multi-channel data-driven approach, leveraging SEO, paid media, predictive analytics, and audience segmentation, resulting in a 55% increase in digital engagement and a 3.8x return on ad spend (ROAS).
Company Introduction
Nerlynx is a trusted name in prescription-based oncology treatment, with a focus on helping patients manage long-term health. Their digital presence, however, lacked the ability to educate patients, engage healthcare professionals, and optimize ad spend for maximum efficiency.
Key Challenges
- Low search visibility & awareness in competitive pharma markets.
- High customer acquisition costs on digital ads.
- Lack of data-backed audience segmentation for optimized engagement.
- PPC Ads & Performance Marketing
- Website Redesign & UI/UX Optimization
- Brand Identity Development & Visual Guidelines
- Social Media Advertising & Community Building
- Conversion Rate Optimization
- Local SEO for Small to Mid-Sized Enterprises
- Lead Nurturing & Marketing Automation
Pillars of Wellness struggled to scale its digital patient acquisition efforts due to:
- Low search rankings, reducing visibility in local markets.
- Unoptimized ad campaigns, leading to high cost per lead.
- Poor website user experience, causing drop-offs.
- Lack of an integrated digital marketing approach, resulting in scattered efforts.
The Solution
Omni Media Consulting crafted a data-driven healthcare marketing strategy, focusing on search visibility, digital advertising, branding, and conversion-driven design improvements.
Website Revamp & UX Optimization
- Designed an SEO-friendly, patient-centric website improving mobile accessibility.
- Enhanced appointment booking flow, reducing drop-offs by 34%.
- Integrated patient testimonials & service pages, building credibility.
SEO & Local Search Domination
- Optimized for “physiotherapy clinic near me” and related terms, increasing local search visibility by 72%.
- Enhanced Google My Business profile, leading to 50% more calls from search.
- Built high-authority backlinks, boosting search rankings.
Paid Media & Performance Marketing
- Launched Google Ads for healthcare services, achieving a 4.1x ROAS.
- Implemented hyper-local targeting, increasing patient bookings by 58%.
- Created seasonal health campaigns, driving engagement.
Branding & Social Media Growth
- Developed a consistent brand identity, improving recognition.
- Managed Facebook & Instagram ads, driving a 42% increase in engagement.
- Created educational content, positioning Pillars of Wellness as a thought leader.
Lead Nurturing & Automation
- Integrated email marketing & drip campaigns, boosting patient retention.
- Built a referral program, leading to 23% more word-of-mouth bookings.
- Implemented chatbots for instant appointment scheduling.
The Results
Lessons Learned & Key Takeaways
A strong local SEO strategy drives consistent patient inquiries.
An optimized website reduces friction and improves appointment booking rates.
Paid ads, when structured well, significantly reduce patient acquisition costs.
