Client List & Portfolio

St. Helena Hospital

Client Background & Needs

St. Helena Hospital is part of Adventist Health, a not-for-profit, faith-based health system operating in California, Hawaii, Oregon, and Washington. Located in the beautiful Napa Valley, St. Helena Hospital is a 181-bed full-service community hospital offering the latest in medical, surgical and diagnostic services. A comprehensive range of acute care, behavioral health and wellness programs draws patients from the San Francisco Bay Area and beyond. St. Helena Hospital approached EMG to assist in increasing self referrals online for their Cancer, Smoke Free, Recovery and Transformations programs along with generating awareness and promoting its new Coon Joint Replacement Institute which offers minimally obtrusive knee and hip replacements with only days of recovery time.

EMG Approach & Solution

With an extensive site audit EMG saw the need for enhanced usability, user experience and search engine optimized content for organic search visibility and assisted in the optimization of St. Helena Hospital’s Cancer, Smoke Free, Recovery and Transformations programs’ microsites as well as the development of the Coon Joint Replacement Institute’s microsite. Through maintaining direct and active communication with St. Helena Hospital, EMG was able to provide adaptive strategies, budget optimization and innovative ways to track conversions.

In order to optimize and track phone inquiries, EMG implemented a call-tracking system on St. Helena Hospital’s landing pages and microsites, which allowed EMG to track phone calls associated with keywords that came from our search pay-per-click and display campaigns. The custom number on the site identified each caller with an unique ID and enabled EMG to effectively track conversions and keyword effectiveness. EMG also optimized St. Helena Hospital’s search ads to include click-to-call mobile ads in order to capture the significant amount of mobile searchers.

The Tactics

• Audited microsites for featured programs
• Developed Landing Pages for Cancer Center, Recovery Center, MAKOplasty, & Coon Joint Replacement Institute
• Ongoing optimization of top performing keywords
• Implementation of call tracking system (Mongoose)
• Attributed phone referrals to the PPC efforts
• Designed and developed search engine optimized (SEO) content for landing pages
• Created flash-driven display ads
• Created click-to-call mobile display ads

The Results

• Decreased overall cost per inquiry by approximately 54% in 8 months
• Increased overall conversion rates for all programs
• Delivered over 8,000 online inquiries within the first 8 months
• Increased conversion rates to as high as 15% monthly for the Recovery Center
• Average monthly increase of 23% for overall phone inquiries