South Palm Cardiovascular Associates
To smoothly communicate the merging of two cardiology practices, South Palm Cardiovascular approached Paramount/MD to define and communicate this partnership as well as assist in their plan for growth. For the message-led campaign, we set out to create a distinct story... evolving their corporate identity, website and social media channels. Our response was a storybook campaign, with a sweet and charming touch on medicine. We used both traditional and Inbound marketing techniques to emphasize the quality and commitment this team of doctors has for medicine while increase their leads through an integrated digital media strategy.
South Palm Cardiovascular Associates is a premier team of cardiac and vascular doctors practicing medicine in and about the Palm Beach, Florida. Choosing to extend their services and brand beyond the Hospital, SPCVA wanted to create a brand that would showcase their recent multi-physician and dual practice partnership. With the help of Paramount/MD, they developed a fresh and unified new look and messaging. The messaging was also used as the foundation for all cross-platform marketing and lead generating efforts.
Understanding how life-long a relationship with a cardiologist can be, Paramount/MD set out to create a message-led brand and campaign highlighting this doctor team as "touchable" and "family-centered." Their philosophy and mission of treating the whole patient as a person, not just a diagnosis or a condition was the pivotal cornerstone. We also aimed to present these doctors to the community as the recognized experts in their fields.
The branding initiative began with an educational and calming depiction of these talented doctors. To develop a personalized touch, we enlisted the help of a of their real patients via print, copy and film. Once the branding position was established, we applied it to a new website, southpalmcardiovascular.com. While leveraging SPCVA's existing corporate look and feel, we made adjustments to fit with the new messaging and tone. Supporting material included scripts, phone messaging, brochures, signage, event booths, brochures in multiple languages. A multi-media campaign strategy was implemented that took advantage of print and digital to drive qualified leads. 58 videos were created. Social media channels were built to promote an authoritative yet caring content development strategy. Google Display Network was constructed and implemented to drive attention and traffic to their website. An aggressive organic keyword optimization strategy was put in place. Assets, including film, photography, screenings, articles, press releases, blog posts, health-tips and speaker and community events were promoted via social media channels, email marketing and print to raise awareness and nurture prospects. Tracking metrics were put in place across all platforms and track ROI.
In the campaigns first three months we achieved a high (CTR) Click Through Rate which yielded over 53 converted clicks and over 7,700 clicks. The Cost Per Action was reduced by 67.20%. In the past 14 months the campaign has yielded 35 organic keywords ranked on the first page of Google. The PPC / Display / Mobile campaigns have produced 50,088 Clicks with over 265 converted clicks. The SPCVA’s Google Analytics Goal Conversion Rate (GCR) is 2.74% with over 2,001 Goals Completions.
In just a few months of working with this agency our company has seen dramatic improvements to our Google rankings and overall site traffic. The service we’ve received from their team has consistently been above and beyond our expectations.
Dr. Michael Metzger, Medical Director, South Palm Cardiovascular Associates