HCPLive is the preeminent destination for physicians, pharmacists, managed care executives, and other healthcare professionals who are looking for tools, techniques, and information that can help them provide better care.
Challenge: Develop a strategy and tactical SEM plan to target health care professionals, across several different disease centers, while hitting the target Cost Per Click. Health Care SEM can be notoriously expensive and competitive. The key challenge was to keep the CPC low enough so that we could drive significant traffic into the site. HCPLive would then turn those visits into revenue by monetizing via online advertising to pharma clients.
Strategy: Develop & manage individual SEM campaigns by disease or issue area, while modeling out revenue based on target Cost-per-Click variances. The key was to mitigate costs on higher cost disease keywords (like cancer) by developing long-tail keywords – thus expanding to thousands of KW’s for each disease center, below:
Rheumatoid Arthritis
Bone Metastases
Endocrinology
Fibromyalgia
Arthritis
Health Care Reform
Process:By focusing on the following factors, we were able to continual drive traffic to the key disease centers and make SEM a very profitable part of HCPlives marketing channels:
Constant keyword and copy optimization for each disease center, and expanding keyword sets into the thousands to take advantage of the ‘long-tail’
Focused CPC thresholds, to keep volume growing and a strong ROI.
Strong collaboration with the HCPlive team in determining available inventory for sales, based on SEM efforts.
Results
Challenge: Develop a strategy and tactical SEM plan to target health care professionals, across several different disease centers, while hitting the target Cost Per Click. Health Care SEM can be notoriously expensive and competitive. The key challenge was to keep the CPC low enough so that we could drive significant traffic into the site. HCPLive would then turn those visits into revenue by monetizing via online advertising to pharma clients.
Strategy: Develop & manage individual SEM campaigns by disease or issue area, while modeling out revenue based on target Cost-per-Click variances. The key was to mitigate costs on higher cost disease keywords (like cancer) by developing long-tail keywords – thus expanding to thousands of KW’s for each disease center, below:
Rheumatoid Arthritis
Bone Metastases
Endocrinology
Fibromyalgia
Arthritis
Health Care Reform
Process:By focusing on the following factors, we were able to continual drive traffic to the key disease centers and make SEM a very profitable part of HCPlives marketing channels:
Constant keyword and copy optimization for each disease center, and expanding keyword sets into the thousands to take advantage of the ‘long-tail’
Focused CPC thresholds, to keep volume growing and a strong ROI.
Strong collaboration with the HCPlive team in determining available inventory for sales, based on SEM efforts.
Results
- 282% increase in click volume, in 12 weeks
- ROI of $2.52 for every dollar spent
- Significant branding - Over 10MM impressions each week across all campaigns.
- CPC’s below target, with a CPC of only $.13 for Rheumatoid Arthritis.
- Doubling of the budget after the initial 6-weeks, due to results.