Our goal is to help you multiply the impact of your time and resources. To that end, we clarify marketing opportunity, prioritize what’s possible, and measure and maximize the outcomes we achieve together. We call this the Fathom Commitment.
Stop by booth 32/33 at the Healthcare Internet Conference to meet the team, or join one of our sessions to hear from our healthcare experts.
10:15 – 11:05AM
ROYAL 1
Going Beyond Search & Social:
How a Top Healthcare System Leverages Digital Audio to Engage and Drive Appointment Volume
Join Scott Mowery, Account Partner at Fathom, and Anna Clement, Director of the Healthcare Vertical at SXM Media, for a discussion on how we leveraged digital audio to drive appointments and engagement for an honor roll health care system.
12:10 – 1:15PM
King Ballroom
Networking Roundtable:
Cookies, privacy, and the future of marketing performance and measurement.
Join Jeremy Mathis, Account Partner at Fathom, for lunch and a conversation on changes in advertising impacting your ability to reach audiences, engage patients, and measure impact.
Effective service line promotion often requires targeted, cross-channel campaigns to specific audiences, and those audiences can vary drastically by service line. In order to drive patient acquisition for their mammography service line, this health care system had a goal to reach women between the ages of 40 and 60 who were likely to have health insurance—and to do so with highly relevant, timely messaging.
Based on audience behavior, targeting capabilities, and historic results, we developed and launched campaigns on Facebook and Instagram.
Goal: Generate imaging appointments
Flight: 10 months
Creative: Graphic-style videos, refreshed quarterly
Call to action: Schedule your annual mammogram
Landing page: Updated scheduling tool
Over the course of the ongoing campaign, we’ve been able to prove that paid social media campaigns can effectively promote service lines, generate appointments, and impact the bottom line. Results to date include:
1,309: Appointment Confirmations
10,157: Clicks to Scheduling Tool
$50: Cost per appointment confirmation
In January 2022, California was facing one of the most severe blood shortages in a decade. This health care system in the Bay Area was no different, experiencing a critical shortage of blood for its patients and procedures. Their team turned to us to assist them with developing an effective solution quickly.
Our goals were to:
Get a campaign in market as quickly as possible
Drive immediate appointments for blood donations
Within two days of the request, we worked with the client team to have ads in market with straightforward messaging expressing the urgent need and encouraging donation appointment registration. We placed ads on Facebook and Nextdoor, which targeted adults 18 and older in the counties surrounding the health care system to reach as many in the region as possible.
It worked. The ads ran from mid-January through mid-February and drove an immediate influx of blood donors, allow the health care system to overcome the shortage and offer its patients a more robust supply.
Since 2020, we’ve partnered with a nationally ranked Southern California health care system on digital advertising and marketing automation strategy and execution. In the summer of 2021, their team was gearing up to launch a website redesign. While designed to deliver an exceptional user experience with a goal of converting visitors into patients, a site migration can lead to a loss of search visibility and organic performance. Together, we partnered to make their new website launch as seamless as possible.
Our SEO experts have developed a proven approach to minimize any potential negative impact of site migrations. Proactively following this three-step plan can allow websites to quickly recover organic visibility and outpace their prior performance.
We kicked off a three-step plan 10 months before the new site went live:
1. We performed a content audit which helped them understand how best to map out site navigation.
2. We optimized page code to increase page-load speed.
3. We optimized on-page content to improve organic search results.
While a 10-20% short-term loss of site traffic is typical following a site migration, the new website actually gained traffic and improved engagement. Within six months of the launch, our collective efforts resulted in:
+50% Impressions
+26% Sessions
+42% Pages Visited Per Session
+21% Page Bounce Rate
+20% Time On Site
+30% Page Load Speed
“Fathom has always worked proactively to address our needs, leverage emerging digital marketing trends and use best practices in the implementation of our campaigns. They are an inquisitive, creative and innovative group of digital marketing professionals, and we value their contributions to our departmental and organizational success.”