Houston Colonoscopy Center
Background
The Houston Colonoscopy Center campaign comprises of both consumer and point-of-care marketing tactics:
Consumer
- Website (www.HoustonColonCenter.com)
- Local online directories (Yelp, Yahoo Local Directory, Google Local Directory, Yellowpages.com, etc.)
- Vanity toll-free numbers (1-855-MD-Colon, 1-855-TX-Colon, 1-855-H0ust0n)
- Paid search (Google, MSN, Yahoo)
Point-of-Care (Primary Care Physicians)
- Referral coordinators
- Patient referral cards
- Patient fax referral forms
Primary clinical focus: colonoscopy; secondary: hemorrhoids; tertiary: other colorectal treatment procedures
- Content consumption/engagement
- Increased awareness on importance of colonoscopies and treatment options for hemorrhoids
- Requesting more information, resulting in conversion (procedure)
- Raising brand equity for The HCC, The MicroSurgery Institute
- # of website visitors
- # of leads from:
- Online: website, search
- Offline: referral coordinator, fax, card
- # of conversions
- Cost/conversion
Marketing Tactics