Leading Healthcare Group Digital Marketing

A leading healthcare group in Southern California sought a digital marketing partner to help them expand their reach, engage both English and Spanish-speaking audiences, and drive measurable results across multiple channels. With a robust website and a diverse content offering, they needed a team to implement and optimize their marketing strategy, focusing on technical SEO, content, advertising, and social media.

Several growth opportunities were present. The organization has access to a large, bilingual audience with distinct content interests in the lifestyle realm, including seniors, families, individuals with chronic illnesses, local activities, and wellness topics. There was strong potential for organic growth through SEO and content marketing, as well as untapped potential in paid social and email marketing.

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The objective was to increase website traffic, engagement, and conversions by focusing on several key strategies. This includes improving technical SEO and overall site health, expanding and optimizing bilingual content to better serve both English- and Spanish-speaking audiences, and growing and engaging audiences through paid advertising and social media efforts. We also aimed to improve email marketing performance and proactively adapt to industry changes, particularly those related to the evolving impact of AI on search.

However, there were also notable challenges. The healthcare search landscape is highly competitive and has been significantly impacted by changes in Google’s search algorithms and the rise of AI Overviews, both of which have affected organic click-through rates. Additionally, they had technical SEO issues to address, such as thousands of site errors and duplicate content. Audience engagement and conversions also experience seasonal fluctuations, and there is a continuing need to balance content for both English- and Spanish-speaking users. 

Technical SEO:

• Conducted comprehensive audits, fixed thousands of errors, optimized metadata, and improved site speed.
• Ongoing optimization of over 1,200 doctor pages and blog content.
• Implemented new structures and files to improve AI visibility and search performance.

Content Strategy:

• Published regular, original articles in English and Spanish, including high-performing SEO topics and seasonal content.
• Refreshed existing content and adapted topics based on audience interests and performance data.

Advertising & Social Media:

• Managed and optimized paid campaigns across Facebook, Instagram, Pinterest, and native ad platforms.
• Increased frequency and variety of social posts, with a focus on specialty and senior wellness topics.
• Achieved significant growth in social followers and engagement rates.

Email Marketing:

• Ran A/B tests to optimize subject lines and content for both general and senior audiences.
• Maintained high open rates and improved click rates, even as industry-wide email engagement declined.

Analytics & Adaptation:

• Fully implement the funnel tracking system to ensure that results are accurately measured throughout the entire funnel. 
• Closely monitored industry trends, especially the impact of AI on search CTR.
• Adjusted strategies to maintain visibility and engagement despite external changes.

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