Case Study
Integrated Marketing

The Opportunity
After a change in ownership, Neighbors Emergency Center was looking to refresh and expand their marketing efforts in the communities in which they maintained locations, increasing awareness and interest in their centers as an ER of choice within the community. Neighbors engaged with Red Thread in a year-long integrated marketing contract that included:

A Brand
Refresh

Paid Advertising
Campaigns

Organic Social Media Management

Website
Management
The Goals
The primary goal was to bring awareness of Neighbors as the best option for local emergency care. In order to establish Neighbors as an emergency center of choice, we also have to educate consumers and build their trust and belief that Neighbors cares for the community and provides the highest quality emergency care. Ultimately, Neighbors Emergency Center wanted to measure an increase in patient visits to their locations.


The Challenges
Neighbors came to Red Thread with a few challenges. First, during their ownership transition, Neighbors did very minimal advertising. Second, emergency care isn’t sold online, nor is trust in a company built easily. Trust, coupled with top-of-mind awareness, is needed to keep Neighbors foremost in potential patients’ minds. Finally, emergency situations can’t be predicted or tracked, so we had to establish what qualifies as a conversion and how to determine success.
The Strategy
Red Thread worked in conjunction with Neighbors to create an integrated strategy that included

Results
Because healthcare isn’t a trackable purchase on the website, we used calls and direction link clicks as the measurement of intent to utilize Neighbors’ services when needed, as well as using device ID tracking to record in-person foot traffic.
Over the course of 10 months, we saw growth in every metric tracked - traffic to the website, calls to centers, clicks for directions, ad clicks, conversion rates, and more. In addition, we saw a reduction in cost per conversion in google ads of $1, and a 3x reduction in the cost per click, while growing the conversion rate to 60%.
But the most telling successes came in the results Neighbors Emergency Center saw on a business level - a year-over-year increase of 2.3 average daily patient visits and 815 tracked patient visits over 2 months (people we know were served an ad and then made a visit to a location).

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